Letitia Herold’s career has spanned media, communications and automotive, giving her a broad perspective on how brands connect with their audiences. Now, as head of brand and barketing for Lepas South Africa, she is helping establish the Chery-owned premium automotive brand in the local market, from its initial launch with the L4 to its next phase of growth.
Letitia Herold | image supplied
For Women’s Month, Herold discusses the challenges and opportunities of building a new automotive brand, her experience as a woman in a traditionally male-dominated industry, and the importance of creating more pathways for women to progress into leadership.
You’ve worked across media, communications and automotive. How have those experiences shaped your career?
Working across media, communications and automotive has taught me to look at brands from several perspectives. My background in media and communications gave me a strong understanding of audiences and the importance of clear, relevant storytelling. Moving into automotive added another dimension, particularly around brand strategy, positioning and bringing products to market. Together, those experiences have shaped the way I lead brands today.
What has leading the Lepas launch in South Africa taught you about taking on a new challenge?
It has taught me that launching a new brand requires both a clear sense of direction and the flexibility to respond to the local market. We are not simply introducing a range of vehicles; we are establishing what Lepas represents in South Africa and giving people a reason to connect with it.
That has involved building the brand through several important stages, from introducing the L4 to preparing the L6 for the local market. Each stage brings its own challenges, but it also allows us to learn and refine our approach.
What has been the most rewarding moment in your career so far?
There have been several moments I am proud of, particularly when a strategy or idea moves beyond the planning stage and begins to deliver tangible results.
Leading the rollout of Lepas in South Africa has been an especially rewarding chapter. Seeing the L4 help the brand pass the 1,000-sales mark was a proud moment for the entire team. It showed that the work being done behind the scenes was beginning to translate into real customer interest and trust.
Automotive remains a traditionally male-dominated industry. Have you faced challenges as a woman in the sector?
Automotive has traditionally been a male-dominated industry, although that is gradually changing. As a woman, there are times when you have to be particularly confident in your knowledge and make sure your voice is heard.
For me, the focus has always been on the value and perspective I bring to the table. You cannot allow outdated perceptions of who belongs in the industry to determine what you are capable of achieving.
Has being a woman shaped the way you approach brand leadership and decision-making?
Everyone’s experiences influence the way they lead, and that is why having diverse perspectives around the table is so important.
My approach is centred on listening, understanding different points of view and making decisions that consider both the needs of the business and the people we want to reach. That is particularly relevant when building a new brand such as Lepas, which needs to connect with consumers whose lifestyles, priorities and expectations are constantly evolving.
What do you think the automotive industry could do better to support women into leadership?
The industry needs to create meaningful opportunities for women at every level, with clear pathways into senior and leadership roles. Mentorship is important, but so are practical opportunities to gain experience, take on responsibility and demonstrate capability.
Representation also matters. When younger women see others succeeding in senior roles, it makes a career in the industry feel far more attainable. Ultimately, talent needs to be recognised, supported and given room to grow.
Who have been the women or mentors who have influenced your career?
I have been fortunate to learn from many people throughout my career, both women and men. Mentorship does not always take the form of a formal relationship. Sometimes it comes from a colleague or leader whose approach you observe, or from someone who challenges you to think differently and trust your own abilities.
As for the women who have influenced my career, I’d have to say Emma Grede and Michelle Obama. While neither works directly in my industry, I draw great inspiration from the way they conduct themselves. I admire Grede’s business instinct, her determination and the confidence with which she has built her career.
I feel much the same about the former First Lady. Her pursuit of excellence, both personally and professionally, remains a source of inspiration in my own career. Their ambition, integrity and sense of purpose are qualities I try to bring to my work each day.
What would you tell a young woman hoping to build a career in the automotive industry?
Don’t be intimidated by the fact that automotive has traditionally been a male-dominated space. The industry needs people with different backgrounds, perspectives and skills, particularly as both the market and its customers continue to evolve.
Stay curious, learn as much as you can and build strong relationships. Most importantly, back yourself. You do not have to fit a traditional mould to build a successful career in automotive.
