In the motoring industry, where innovation and style often steal the spotlight, it’s easy to overlook the quiet power of human connection. Yet, it’s precisely this connection that lies at the heart of effective brand ambassadorship. Having spent years in brand management—first in FMCG at Unilever, and later working with clients in the motor industry — I’ve learned that the true art of being a brand ambassador goes far beyond glitzy events or influencer numbers.
What sets a brand ambassador apart?
A brand ambassador is more than a face or a name; they are the living, breathing embodiment of a brand’s values and aspirations. In the motor industry, this means more than just standing next to a shiny new model — it’s about capturing the spirit of adventure, innovation, or prestige that the brand represents. The right ambassador resonates with people, not because they’re famous, but because they’re relatable, trustworthy, and genuinely passionate about what the brand stands for. Brand Ambassadors must be a brand that can be trusted and can be believed by customers.
Crucially, the cornerstone of true ambassadorship is pride and joy in using the product. This isn’t just a bonus — it’s a necessity. People have an uncanny ability to sense when someone’s excitement is genuine or when it’s simply part of the job description.
When an ambassador is seen driving the vehicle by choice, speaking about it with enthusiasm outside of scripted campaigns, or weaving it naturally into their daily life, it’s believable.
That authenticity builds a bridge of trust with the public; it says, “I don’t just represent this brand — I love it, and I use it myself.” That kind of endorsement can’t be faked, and it’s often what turns casual observers into loyal customers.
It’s a role that demands humility and sincerity. People want to see themselves in a brand ambassador — to feel that this person understands their hopes and dreams, whether it’s the thrill of a first drive or the pride of owning a reliable vehicle. Being approachable, credible, and sincere isn’t just a bonus; it’s essential.
Choosing the right ambassador
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The selection process is both strategic and intuitive. Yes, reach matters, especially in today’s digitally driven world, but it’s only one piece of a much larger puzzle. The real question is: does this person reflect the brand’s identity, and can they forge true connections with the target audience?
This means looking beyond the obvious metrics — followers, likes, or even celebrity status. I’ve always sought individuals who not only align with the brand’s ethos but also bring their own stories and enthusiasm. Someone who can engage with fans at a car show, answer technical questions with genuine interest, and ignite excitement about the brand’s journey.
The missed opportunity with Tuku
One of the most profound lessons I learned came during my time with Mediacom Holdings, while searching for a brand ambassador for a client in the motor industry. I had the privilege of holding several meetings with the late Oliver Mtukudzi — Tuku. His humility, authenticity, and universal appeal made him, in my eyes, the perfect fit for the brand. He had that rare ability to connect with anyone, anywhere, making him more than just a celebrity—he was a cultural bridge.
We had a deal on the table. But instead of seeing Tuku’s potential as an ambassador who could elevate their brand, my former client saw only a chance for a quick sale—hoping to benefit from Tuku simply using their products.
They missed the bigger picture: the long-term value of a partnership built on shared values and mutual respect.
That experience was a turning point for me. It underscored the importance of vision in brand ambassadorship. A true partnership isn’t just about transactions; it’s about building a relationship that can transform how people see a brand for years to come.
Beyond the surface
So, how do you know if you’ve chosen the right ambassador? It’s tempting to focus on immediate results—social media buzz or a spike in sales. But the real impact is measured in deeper ways: improved brand perception, stronger customer loyalty, and authentic engagement in the community.
The most successful ambassadors are those who show up, share real stories, and create lasting memories with the brand. They are the ones who make people feel part of something bigger, inspiring trust and loyalty that numbers alone can’t capture.
My judgment
Brand ambassadorship, especially in the motor industry, is about so much more than visibility or short-term gains. It’s about finding someone who truly lives your brand’s values, who takes real pride and joy in using your product, and who can connect with your audience on a personal level.
My experience with Tuku taught me that seeing the bigger picture — and investing in genuine relationships — can make all the difference.
In the end, a great ambassador doesn’t just represent your brand; they become its heartbeat, driving it forward in ways that are both meaningful and enduring.
