You don’t have to know everything, just be willing to learn, stay curious, and believe you have something valuable to contribute.
Isuzu Motors South Africa (IMSAf) continues to invest in the nation’s future by empowering young professionals like Sinethemba Cobo, proof that with the right support, youth can drive meaningful change in both industry and community.
Sinethemba’s journey: From graduate to business partner
Sinethemba Cobo’s story with Isuzu Motors South Africa began in February 2020, when he joined the company as a graduate in training, stepping into the automotive world without prior experience. “I came in straight from university, not knowing what to expect, but IMSAf welcomed me with open arms,” Sinethemba recalls.
The timing was challenging, just before the onset of the Covid-19 pandemic, but it offered him a crash course in adaptability and resilience.
From the outset, Sinethemba was immersed in every aspect of automotive sales, marketing, and aftersales support. “I quickly learned how marketing drives sales, how our dealer network operates, and how after-sales service is crucial to customer satisfaction and product reliability,” he says. This holistic exposure gave him a deep appreciation for IMSAf’s core values: reliability, capability, and durability.
Today, Sinethemba serves as a Business Partner in the Commercial Vehicles division, managing Full Maintenance Lease (FML) customers, a role that lets him blend strategic thinking with real impact.
Growth through opportunity and education
IMSAf’s Graduate in Training Programme laid the foundation for Sinethemba’s growth. “One of the highlights was attending a Management Development Programme at a top business school,” he shares. Over two years, he delved into strategic management, labour relations, marketing, and leadership. “It taught me that leadership isn’t a title, it’s a daily decision. I developed my own philosophy of being a TRUE leader: Trustworthy, Reliable, Understanding, and Empowering.”
Education remains central to Sinethemba’s journey. With IMSAf’s support, he completed an honours programme and is now pursuing a master’s degree. “IMSAf doesn’t just talk about development, they invest in it, financially and through encouragement,” he adds.
Culture, mentorship, and innovation
Sinethemba credits IMSAf’s culture, rooted in Japanese values like Ikigai, or “a reason for being”, for helping him find purpose in his work. “I realised my joy lies in creating value and supporting products that serve people,” he says. This cultural foundation, along with strong mentorship, helped him transition seamlessly from graduate to a strategic, customer-facing role.
Mentorship has been a cornerstone of Sinethemba’s career. “My mentor guided me through the organisation, helped me build resilience, and pushed me to always strive for excellence,” he notes. At Isuzu Motors South Africa (IMSAF), support comes from every level, creating an environment where young talent can thrive.
Innovation is woven into IMSAf’s DNA. “We’re encouraged to understand the business holistically, which makes innovation intuitive. It’s about asking, ‘How can we do this better than yesterday?’ That mindset of continuous improvement is part of our culture,” Sinethemba explains.
Overcoming challenges and giving back
Sinethemba’s path wasn’t without obstacles. “I applied to many automotive companies before IMSAf, but coming from a disadvantaged background and not having a driver’s license was a barrier,” he shares. IMSAf saw his potential and invested in him, covering the cost of driving lessons and helping him secure his license. “That support changed my life and unlocked my potential,” he says.
Empowered by IMSAf’s commitment to youth and diversity, Sinethemba now pays it forward, mentoring others, leading community projects, and representing the brand in public forums. IMSAf’s support has enabled me to make an impact beyond my immediate role. I’ve been empowered to lead with purpose and serve with heart,” he reflects.
Sinethemba’s advice to aspiring youth
To young people considering a future in the automotive industry, Sinethemba offers this advice: “Give the industry a chance. Be open-minded, resilient, and think long-term. You don’t have to know everything, just be willing to learn, stay curious, and believe you have something valuable to contribute.”
Through stories like Sinethemba Cobo’s, IMSAf demonstrates its unwavering commitment to empowering South Africa’s youth, fostering innovation, driving change, and building a future that inspires pride and possibility.
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