LOOK, TOUCH, DRIVE …
Festival of Motoring powers on
The ninth edition of South Africa’ s ultimate motoring enthusiast weekend proves the experiential marketing concept.
Kyalami is one of the most storied names in global motorsport. All truly great race circuits have topography: they rise and fall. Creating blind entries or apexes. More challenging for drivers, increasing risk but also creating more opportunities for overtaking.
Unlike many modern computer-designed racetracks, built on flat urban development zones, Kyalami was built on a slope in the Johannesburg landscape. This gives it that intimidating uphill run to Leeukop corner, before the nerve-testing descent through the mineshaft. It’ s a fast, technical circuit like no other, creating an incredible driving experience. And that’ s why the Festival of Motoring’ s home, is at Kyalami.
Gauteng is the powerhouse of South Africa’ s manufacturing and mining industries. It has by far the highest value new-car market, with the most motoring and motorsport enthusiasts of any South African urban area. That makes Kyalami the best destination for enthusiasts to gather and experience everything new, trending, and terrific about the automotive industry and aspirational performance cars.
Traditional motor shows have increasingly become immersive experiences globally. The Goodwood Festival of Speed was pioneering in proving that the best way to showcase and market was to bring concepts and production cars to a space where they could be both statically admired and driven, or experienced as passenger rides. For South African motoring enthusiasts, the Festival of Motoring delivers exactly that.
Kyalami is unrivalled as a motoring enthusiast venue. The hospitality spaces host a layered display of the latest trends in the South African market. From the latest Chinese BEVs to bakkies. This is why the Festival of Motoring also features a 4x4 track for short, deeply immersive test drives, adjacent to the Kyalami circuit. Recognising that South Africa is a market that values the aspiration for high-performance cars, but also one of the world’ s most important all-terrain vehicle markets for 4x4s.
South Africa is the hub of African car culture and private vehicle ownership. The Festival of Motoring celebrates that in the best way possible. By having South African motoring enthusiasts experience the automotive industry and its products, rather than just looking at them.
LOOK, TOUCH, DRIVE …
What makes the Festival of Motoring so powerful is its experiential nature. This year’ s event is anchored in a powerful new theme:“ Driven by Purpose, Defined by Legacy.” Organisers want it to be more than a show. They want it to be an experience. Because enthusiast car ownership and motorsport fandom are not about sitting and watching. It’ s about participating.
SEPTEMBER 2026 25 WORDS IN ACTION