Whether she’s dropping her now-famous “Bo Masebe” phrase or effortlessly weaving vernac into her reviews, Reba has mastered the art of making technical motoring conversations accessible to everyone.
Beyond the humour and charisma is a knowledgeable creator who is passionate about educating consumers, challenging stereotypes and encouraging more women to take up space in the automotive industry.
We caught up with Rebaneilwe Semakane for #TJR100 Creators campaign to learn more about her journey, the challenges she’s faced, and the impact she’s hoping to make.
If your content career were a vehicle, what would it be and why? Toyota Hilux 2.8 GD-6. I find my career to be the definition of resilience and strength, something the Hilux embodies.
What first sparked your passion for cars, and what inspired you to turn that passion into content creation? I have always loved cars from a young age, and I never knew that South Africa has an automotive industry. I was hardly inspired; I created content purely out of not being able to secure employment. I did not know I would be where I am, and I am grateful my passion for cars has managed to open doors for me.
The automotive industry has traditionally been male dominated. What has your experience been like as a woman navigating this space? It has been okay; I haven’t had anything negative happen or occur to me. I believe I belong here, woman or not.
What misconceptions do people still have about women in motoring and automotive journalism? With the rise of influencers, I think many misconceptions have fallen off. Women are the people who buy cars more than men, so we are in a prime position to educate and give information to women, as I can speak directly to them.
How do you maintain credibility and authenticity when working with brands and reviewing vehicles? I stay clear of sensationalism, mockery and derogatory jokes because no car is perfect, and none will ever be.
What has been the biggest challenge you’ve faced in building your platform, and how did you overcome it? Growing a following. I overcame it by being myself and not trying to copy anyone.
Do you think the industry is becoming more inclusive, and what more needs to be done to encourage women to enter automotive media? The industry is opening indeed, there just needs to be more education on the product when speaking to women, we cannot be pushing looks and tech, women need to know what’s underneath the bonnet.
How do you balance creating content that appeals to hardcore car enthusiasts while remaining accessible to everyday drivers? I speak a lot of vernac, it kind of creates harmony and balance with the reviews and attracts a wide audience as well.
What advice would you give to young women who want to pursue careers in automotive journalism, content creation, or the broader motoring industry? I personally would advise studying further before considering content creation especially. There are many lucrative roles in the industry, such as being a sales consultant, marketing, PR, product and sales manager, to name a few.
If you could change one thing about the automotive industry tomorrow, what would it be and why? We struggle with inclusivity. Women are terribly underrepresented and undermined, still.
By staying true to herself, speaking in a way that resonates with everyday South Africans and putting education at the centre of her work, she’s built more than just an audience—she’s helping reshape perceptions of who belongs in the automotive world.
As the industry continues to evolve, Reba is determined to ensure that more women don’t just have a seat at the table, but drive the conversation forward.
Who do you want us to feature next? Nominate them here!
The Joburg Reporter 
Leave a comment