Business Icon: Nomaswazi Nkosi
Nomaswazi Nkosi, Public Relations and Sponsorship Specialist at Jaguar Land Rover South Africa (JLR SA) & Sub-Sahara Africa is a powerhouse communicator who is redefining what it means to be a woman in the traditionally male-dominated automotive industry.
With a career rooted in media and storytelling, Nomaswazi transitioned into the automotive world in November 2022, bringing with her a fresh perspective, strategic vision, and a deep appreciation for the fusion of engineering excellence and cutting-edge design. In just a short time, she has seamlessly navigated the complexities of the motoring landscape, elevating JLR’s public narrative while carving out her own space in this dynamic industry.
Leon Haasbroek chatted to her about her role-denying career.
Photography by Neil Kirby
Your career began in journalism, with roles at Sowetan and Pretoria News. What inspired your transition into automotive public relations, and how have your journalism skills served you at JLR?
The transition wasn’t something I initially planned. After several fulfilling years in journalism, I felt it was time for a new challenge—one that still allowed me to leverage my media background. Public relations emerged as a natural next step. When I learned about the Public Relations and Sponsorship role at JLR, it felt like the perfect opportunity. My background in journalism has been incredibly advantageous—particularly my deep understanding of the South African media landscape. Knowing what resonates with journalists, how to craft compelling stories, and maintaining strong media relationships has enabled me to bring real value to the role.
You hold an MA in Applied Human Rights from Sheffield Hallam University. How has this influenced your approach to PR and storytelling within the automotive space?
Immensely. While JLR is fundamentally a vehicle manufacturer, it's also a brand that deeply values humanity. I’ve had the privilege of working on campaigns—both public-facing and behind the scenes—that align with broader human rights principles. This role has allowed me to merge two of my passions: media and social impact. I see PR not just as a tool for brand promotion, but as a powerful platform to highlight purpose-driven initiatives.
The automotive industry has historically been male-dominated. What challenges have you encountered as a woman in this space, and how have you overcome them?
Although the sector still has a way to go in terms of gender balance, I’ve been fortunate not to face overt resistance. That in itself is a testament to the positive transformation taking place. Seeing more women in senior positions across the industry has been incredibly inspiring. At JLR South Africa, there’s a strong culture of empowering women, and being part of that environment has made the experience not only fulfilling but also impactful.
JLR South Africa has made tangible strides toward gender diversity, with 50% female representation in leadership roles as of 2022. How has this shaped the company culture and public perception?
Our workforce is predominantly female, and about 66% of our first-line leadership—those responsible for key decisions—are women. That level of representation doesn’t just influence internal culture positively, it also strengthens our external image as a brand that walks the talk on diversity and inclusion.
Since joining JLR in November 2022, what strategies have you introduced to evolve the brand narrative and connect with audiences across South Africa and Sub-Saharan Africa?
South Africa’s media landscape is as diverse as its people. My approach has been to ensure that our media engagement strategy reflects that diversity—building authentic relationships across various platforms and tailoring our storytelling to resonate with a broad spectrum of audiences. Strategic media partnerships, culturally relevant campaigns, and human-led narratives are at the heart of our communication approach.
How do you view the evolving role of women in automotive public relations, and what advice would you offer to young women aspiring to enter this field?
PR professionals often become the public voice of a brand, which can be both empowering and intimidating—especially for women navigating traditionally male-dominated sectors. My advice? Lead with passion. If you're genuinely invested in what you do, and willing to continuously learn and grow, the rest follows. Knowledge, adaptability, and authenticity are your biggest assets—regardless of the industry.
You've also launched MentorFeed to support entrepreneurs. How do mentorship and empowerment feature in your current role at JLR?
Mentorship has shaped every phase of my journey. I’ve been fortunate to learn from incredible women who paved the way, and I feel a responsibility to pay it forward. Whether it’s through structured mentorship, opening doors for others, or simply leading by example, I’m committed to making it easier for the next generation of women to thrive.
With the global shift toward electric vehicles (EVs) and sustainable practices, how do you align JLR's PR efforts with these changes?
Fortunately, our business strategy has been ahead of the curve in embracing sustainability and electrification. As proud creators of modern luxury, we see sustainability not as a compromise, but as an essential pillar of the luxury experience. Our role in PR is to communicate that commitment clearly—educating audiences about our vision, our innovations, and how we’re helping shape the future of mobility. We aim to inspire confidence in our direction while contributing meaningfully to the broader industry dialogue around sustainable luxury.
JLR is known for its heritage and innovation. How do you balance honouring the brand’s legacy while promoting modern advancements in your communications?
JLR’s legacy is a tremendous asset—it provides a strong foundation upon which we build. Every modern innovation we introduce is rooted in that rich history. From a PR perspective, it’s about storytelling that connects past to present. We honour the journey that brought us here while spotlighting how we’re evolving to meet the needs of a modern, luxury-driven consumer.
Looking ahead, what are your aspirations for your role at JLR and your contribution to the industry more broadly?
I want to be remembered as one of the most impactful people to have held this role—someone who not only elevated the brand, but also contributed meaningfully to conversations around human rights and equity within the industry. Legacy, for me, is about transformation, empowerment, and authenticity.
With Jaguar shifting towards electric and sustainable luxury, how do you see this transformation affecting the brand image—and what role do you play in shaping that narrative?
The industry is at a critical inflection point. In South Africa, there’s work to be done around EV infrastructure, consumer education, and market readiness. At JLR, we’re committed to being part of that evolution. As a communicator, my role is to guide the narrative—ensuring our vision is clear, compelling, and aligned with global sustainability trends.
JLR’s “Give Her A Crown” campaign at New York Fashion Week was a major celebration of women. How do you see your engagement in the arts and fashion intersecting with your work in PR?
Being part of a campaign that saw seven African designers—five of them from our “Give Her A Crown” initiative—showcase at New York Fashion Week was a career highlight. For me, this role isn’t just about automotive PR—it’s about storytelling that uplifts, inspires, and breaks boundaries. Celebrating women who are doing groundbreaking work in creative industries aligns perfectly with both my professional ethos and personal passion.
