Hyundai Automotive South Africa has significantly strengthened its brand presence through its partnership with the 2025 SPAR Grand Prix Series, achieving a remarkable surge in audience engagement.
Across the five-race series held from March to October this year, Hyundai’s brand exposure reached an impressive 50 million people, a staggering 518% increase from 8 million in 2024. Preliminary figures also indicate a 93% positive media sentiment, stressing the growing association between Hyundai’s brand and South Africa’s premier women’s running platform.
The partnership with SPAR underscores Hyundai Automotive South Africa’s bold intentions of advancing its brand presence within South Africa’s competitive automotive industry. “The SPAR Grand Prix aligns with our commitment to a healthier, more active South Africa. Regular exercise builds strength, confidence and community, the same values we strive to embody as a brand,” said Stanley Anderson, CEO of Hyundai Automotive South Africa, speaking at the SPAR Grand Prix Awards Ceremony held in Midrand.
Through the series sponsorship, Hyundai Automotive South Africa created direct touchpoints with consumers, offering opportunities to interact with its models. This resulted in significant rise in brand visibility, measurable increase in vehicle sales applications nationwide.
“We also believe in recognizing and rewarding excellence, especially when it empowers women to lead, inspire and break boundaries. That is why we sponsored five Hyundai EXTER SUV vehicles, each worth R269 900, for each of these iconic races. Some participants arrived at races using public transport and a lucky five left as proud new Hyundai vehicle owners,” added Anderson.
Mpudi Maubane, SPAR National Public Relations, Sponsorship and Communications Manager said SPAR will continue to promote and support women in sport. “SPAR is committed to improving the lives of women and we are excited that all five races in the series were fully subscribed. We were able to help thousands of women to enjoy the benefits of exercise in the company of other women.”
Anderson congratulated Glenrose Xaba, the overall 2025 SPAR Grand Prix winner, who also pocketed R 300,000 for her record-breaking performance of winning all five races. “Her inspiring performances have set a new standard for greatness. Her tenacity is a powerful reminder that greatness is earned kilometre by kilometre, as well as through focus and courage.”
Hyundai Strengthens Market Presence with 50 Million Audience Reach in 2025 SPAR Grand Prix Serieshttps://t.co/MKsAoZWMUu#ArriveAlive @HyundaiSA @MotusRoadSafety @dealerfloor pic.twitter.com/TgevRNMDAn
– Arrive Alive (@_ArriveAlive) November 12, 2025