As a content producer, some of my favourite conversations to create are in the automotive space. Over the years, one creator has consistently stood out whenever I wanted to unpack those conversations: Kumbirai Mtshakazi, better known as Kumbi M on Cars!

Kumbi was one of the first automotive reviewers I invited for an interview, and his ability to make motoring accessible, relatable, and engaging has always impressed me. Whenever the opportunity presented itself, I found myself inviting him back for more conversations because his passion for the industry is matched by his willingness to share knowledge and insights.

It is therefore only fitting that we launch The Joburg Reporter 100 Creators with a creator who embodies consistency, passion, and longevity. Today, he has grown “Kumbi-M on Cars” into one of the country’s most recognised automotive content platforms, earning the trust of audiences and major automotive brands alike.

View this post on Instagram

In this conversation, Kumbi reflects on the journey of building his brand, maintaining credibility in a competitive industry, and what the future holds for automotive content creation.

You have successfully built “Kumbi M on Cars” into one of South Africa’s most recognised automotive content platforms. What was the turning point that made you realise this could become more than just a passion project?

Kumbi M: I think it was when people started telling me they bought a car because of something they saw on my page. At first, I was just sharing my love for cars, but when I realised people trusted my opinion and brands started wanting to work with me, I knew this could become something much bigger than a hobby.

Automotive content is often seen as a niche category. How have you managed to grow and maintain an audience in a space that can be highly competitive and technical?

Kumbi M: I’ve always tried to speak about cars in a way that everyone can understand. Not everybody knows what torque or kilowatts are, but everyone knows what it’s like to drive to work, take a road trip, or buy their first car. I focus on telling stories and showing people how a car fits into their lives rather than just talking specs.

You’ve worked with major automotive brands while maintaining audience trust. Talk to us about how you built relationships with brands.

Kumbi M: For me, it’s always been about being professional, being consistent, and delivering what I promise. Brands know that when they work with me, I’ll put my best foot forward. At the same time, I’ve built trust with my audience over many years, and I think brands appreciate that authenticity because it makes the content more believable.

How do you balance commercial partnerships with honest reviews and authentic storytelling?

Kumbi M: I always remind myself that my audience comes first. If I lose their trust, I lose everything. When I work with a brand, I focus on sharing a genuine experience rather than trying to make something sound perfect. People can tell when you’re being real, and that’s why they keep coming back.

The automotive media industry has historically lacked diversity. What does it mean to be part of a new generation of creators changing the face of motoring journalism in South Africa?

Kumbi M: It’s something I’m very proud of. Growing up, I didn’t see many people who looked like me in the automotive media space. Being part of this new generation means showing others that there is a place for them in the industry too. The more diverse the voices are, the better the stories we can tell.

How do you see automotive content evolving as electric vehicles, AI, and new mobility technologies become more common?

Kumbi M: Cars are becoming more about technology than ever before. I think content creators will play a big role in helping people understand these new technologies in a simple way. The future won’t just be about reviewing cars; it will be about explaining how technology changes the way we move and live.

What advice would you give to aspiring creators who want to build authority and influence in specialised content categories like automotive media?

Kumbi M: Be patient and be consistent. Don’t try to copy what everyone else is doing. Find your own voice and focus on creating content that helps people. The followers, the opportunities, and the partnerships will come if you stay authentic and keep showing up.

Quick-Fire Questions

Dream car you haven’t driven yet?
Porsche GT2 RS

Favourite road trip destination in South Africa?
Knysna

Petrol, hybrid, or electric?
Plug-in Hybrid

One car everyone should drive at least once?
Golf GTI

What’s the biggest misconception people have about automotive content creators?
That it is easy to create motoring content.

Kumbi’s journey is a reminder that consistency remains one of the most powerful tools available to creators. In an industry that is constantly evolving, he has built a platform not by chasing trends, but by staying authentic, delivering value, and cultivating trust with his audience over many years.

As The Joburg Reporter 100 Creators begins its search for South Africa’s most impactful creators, Kumbi M on Cars is a fitting first feature. He represents the passion, professionalism, and dedication that have helped shape the country’s creator economy. More importantly, his story serves as proof that when expertise meets authenticity, a passion project can evolve into a respected and influential brand.

Who do you want us to feature next? Nominate them here!