Some people tell stories.
Others change them.
For Sanelisiwe Ngcobo, Marketing Director at UD Trucks Southern Africa, storytelling has become one of the most powerful leadership tools in her career. In an industry traditionally recognised for engineering, manufacturing and horsepower, she has built a reputation for putting people at the centre of the conversation.
That approach recently earned global recognition when the UD Trucks Southern Africa marketing team received the Marketing Excellence Award at the UD International Sales Leadership Summit, outperforming teams from across the international UD network.
Yet, for Sanelisiwe, the award wasn't validation of great marketing—it was proof that authentic stories have the power to move people just as effectively as the products themselves.
"Marketing isn't about creating noise," she says. "It's about creating understanding. We are the voice of the customer, and our responsibility is to understand their world, their challenges and how we can genuinely help solve them."
Rather than focusing on trucks, specifications or promotions, Sanelisiwe believes every conversation should begin with a person.
Whether it's fresh produce reaching supermarket shelves, fuel powering industries or construction materials building communities, every UD truck is part of a much bigger story.
"Our products don't simply transport goods—they keep businesses moving and communities functioning. When we tell those stories well, people don't just see a truck; they understand the role it plays in everyday life."
That philosophy has become the golden thread running through UD Trucks Southern Africa's communications. Every campaign begins with one question: What matters to the customer?
"There has to be consistency between what we promise and what we deliver. Authenticity builds trust, and trust is earned when people see that our actions reflect our words."
While global brand direction provides the framework, Sanelisiwe is passionate about ensuring every story resonates locally.
"People should recognise themselves in our campaigns. If our customers can't see their own experiences, challenges and aspirations reflected in our storytelling, we've missed the opportunity to connect."
For Sanelisiwe, leadership is also about creating opportunities for others to tell their own stories.
She is a firm believer in lifting as she rises, investing in her team, creating space for new ideas and celebrating the success of others.
"The best leaders don't create followers—they create more leaders. I've been fortunate to have people who believed in me before I believed in myself. I see it as my responsibility to do the same for the next generation."
It is a philosophy she hopes will encourage more women to see themselves in industries where they have historically been underrepresented.
"There is room for every kind of marketer—and every kind of leader—in the automotive industry. Don't wait for permission to belong. Bring your perspective, own your voice and never underestimate the power of your story."
As UD Trucks Southern Africa celebrates Women's Month, Sanelisiwe reminds us that leadership is not always measured by the loudest voice in the room. Sometimes it is measured by the stories we choose to tell, the people we choose to elevate and the opportunities we create for others.
Because in the end, the most powerful stories are not about ourselves—they are about the people whose lives we help change. And that, she believes, is what Going the Extra Mile and creating a Better Life is truly about.
