The former Springbok captain is helping Hyundai strengthen business relationships and unlock new commercial opportunities through its corporate partnership
Since entering into a strategic partnership with Hyundai Automotive South Africa earlier this year, former Springbok captain and Rugby World Cup winner John Smit has been using his business experience, commercial networks and leadership expertise to strengthen corporate relationships for the brand.
The latest example came at Hyundai’s Corporate Customers Business Breakfast in Bedfordview, where Smit joined CEO Stanley Anderson to host around 100 guests from South Africa’s fleet, rental, government and business sectors.
The event focused on practical leadership lessons, business planning, teamwork and high-performance strategies drawn from Smit’s career in both sport and business.
Hyundai’s corporate partnership with John Smit
According to Stanley Anderson, CEO of Hyundai Automotive South Africa, Smit’s contribution extends well beyond his sporting reputation.
“John has brought more than a famous name to Hyundai. He brings access, commercial insight and the ability to engage credibly with business leaders at senior levels. We have seen him help open conversations and create opportunities that might otherwise have taken considerably longer to establish.”
Rather than serving as a traditional brand ambassador, Smit’s role has centred on building meaningful business connections and strengthening Hyundai’s corporate presence across key industries.
Leadership lessons from the boardroom
During the breakfast event, Smit shared how the principles that guided him as Springbok captain continue to shape his approach in business today.
“Influence is only valuable if you can turn it into action,” he said. “In rugby, leadership was never about being the loudest person in the room. It was about building trust, creating team synergy and getting people to believe in what the team was trying to achieve. I have found those same principles apply in business.”
Now active across the security and cleaning industries, alongside his broader boardroom interests, Smit brings practical commercial experience that complements Hyundai’s corporate strategy.
Hyundai South Africa’s strong market performance
The partnership comes as Hyundai continues to strengthen its position in the South African automotive market.
In the first half of 2026, Hyundai recorded 18,339 new vehicle sales, securing a 5.8% market share and maintaining its position as the country’s fourth-largest automotive brand.
The momentum follows a strong 2025, when the company sold 36,409 vehicles, representing 19% year-on-year growth.
Building business influence beyond brand awareness
For Hyundai Automotive South Africa, the partnership reflects a broader shift in how brands engage influential leaders.
Rather than focusing solely on visibility, the collaboration aims to create tangible commercial value through stronger relationships, credible leadership and new business opportunities.
As Anderson concluded, the goal is to build business influence that translates into lasting commercial growth.
