Papi Mabele has carved out a unique space in South Africa’s automotive landscape by making cars, technology and mobility more accessible to everyday audiences.
Whether he’s reviewing the latest models, championing electric vehicles or unpacking industry trends, his content is rooted in education rather than hype.
As one of the country’s leading automotive creators, Papi is helping shape the conversation around the future of motoring while proving that authenticity and expertise can go hand in hand.
One of the best parts of the TJR 100 Creators Campaign has been getting to know the people behind the platforms. My conversation with Papi was no different, I walked away with a much deeper understanding of his journey.
You are a strong advocate for electric vehicles. What do South Africans still misunderstand about EVs?
Papi: It helps to start with some context. South Africans, by and large, were left out of the electric vehicle conversation. Much like expensive smartphones and new technology initially reached only a select affluent few, the same approach was taken when EVs first entered the local market.
Electric vehicles were positioned as products for the elite, which meant the wider population missed out on the education and real-life examples needed to understand what EVs are, how they work and how they could benefit them. That’s the biggest gap I see today: education. Many South Africans simply haven’t had enough exposure to EVs, and that’s exactly what I aim to change through my content and the conversations I have with my audience.
What needs to happen before electric vehicles become mainstream in South Africa?
Papi: Education has to come first. We need far more conversations around the technology before EVs can truly become mainstream. Beyond that, government support will be critical. Like many other countries, South Africa needs to subsidise electric vehicles to make them more attainable instead of imposing additional levies and taxes that drive prices even higher.
What’s one road trip that every South African should experience at least once and driving which car?
Papi: It has to be the Garden Route and the Karoo. If you have the time, I’d also recommend incorporating Underberg into the journey. You’ll quickly realise just how spoiled we are when it comes to scenery and natural beauty. I’d do it in a Land Rover Discovery Diesel, a Ford Everest Diesel or, if you’re ready to experience electric touring, the Volvo ES90.
What’s the most underrated vehicle you’ve driven?
Papi: Definitely the Mitsubishi Destinator. It’s such a well-rounded vehicle and deserves far more recognition.
What’s one piece of technology you couldn’t live without?
Papi: Besides my iPhone, it has to be my Osmo Action. It’s perfect for capturing content and preserving memories, no matter the environment or activity.
What’s a common automotive myth you’d love to put to rest?
Papi: That you have to buy a manual as your first car. Why? Buy what’s most convenient for you and suits your lifestyle, not what other people think you should drive.
What does being a creator in 2026 mean to you?
Papi: For me, it’s about using my platforms to educate people and bring awareness to the things that matter most to me in the most accessible way possible. It also gives me the opportunity to share my creativity and skills with the world, and that’s something I’ll never take for granted.
How do you measure success: audience size, engagement, impact, or something else entirely?
Papi: Success isn’t about the numbers. As a creative, what brings me the most fulfilment is being able to share my craft with whoever is watching. If I’ve addressed a genuine pain point, answered questions people are curious about and done it in a creative way that I’m proud of, that’s success.
What is your approach to getting brand deals and endorsements?
Papi: It varies. Sometimes brands approach me, and other times I pitch concepts that I’d genuinely love to bring to life. Either way, I don’t work with brands simply for the sake of making money. The partnership has to fit naturally within my lifestyle and align with who I am outside of content creation.
How do you stay authentic while navigating brand partnerships and commercial opportunities?
Papi: It all comes down to my tone and how I package my content. I always make sure the message feels relevant to me first before I incorporate it into my content. If it doesn’t feel authentic to me, it won’t feel authentic to my audience either.
If you could change one thing about South Africa’s creator economy, what would it be?
Papi: Transparency, recognition and trust from brands. Transparency when it comes to remuneration. Recognition for the role and impact creators have within a brand’s marketing ecosystem. And trust—allow creators to remain authentic while delivering a brand’s message. That’s when the best work happens.
As the automotive industry evolves and new technologies reshape the roads ahead, creators like Papi Mabele are making sure South Africans aren’t left behind. Through education, honest storytelling and a genuine passion for mobility, he’s helping audiences make informed decisions while proving that influence is most powerful when it’s built on trust.
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