Festival of Motoring Johannesburg
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About this event
Festival of Motoring Johannesburg — Festival Preview
The Festival of Motoring is South Africa’s most exciting motoring and lifestyle experience, designed to feel interactive from start to finish. Visitors don’t just watch— they smell, feel, touch and experience leading automotive manufacturers and motorsport attractions in an on-track environment. The event positions itself as South Africa’s ONLY National Auto Show, bringing together brands, exhibitors, and driving experiences for a high-energy weekend.
Event Dates & Location
- Dates: 28–30 August 2026
- Venue: Kyalami Grand Prix Circuit
- City: Johannesburg
- Country: South Africa
What Makes This Motoring Event Different
The 9th edition of the Festival of Motoring returns to Kyalami from 28–30 August 2026, powered by WesBank. This year’s theme is “Driven by Purpose, Defined by Legacy.” The focus is on delivering more than a traditional show— it’s built as an experience across zones, with a mix of live track moments, exhibition activities, and motorsport-linked lifestyle entertainment.
3-Day Format, Major Brand & Exhibitor Presence
The Festival of Motoring is structured as a multi-zone event delivered over 3 days. It brings together a strong exhibitor mix and brand presence, including:
- 25+ Automotive brands
- 100+ Exhibitors
- 40+ pit doors
- 32,000+ Visitors
Zones at the Festival (Curated Visitor Journey)
Visitors move through a layered environment built around Green, Blue, Yellow and Red Zones. These zones are designed to make the festival feel purposeful and immersive— supporting different tastes, including performance driving, off-road adventure, hands-on exhibition moments, and motorsport lifestyle activities.
Green Zone — The Hub (Main Pit Building)
The Green Zone is described as the heart of the festival and the “undeniable epicentre” of the event. Located within the main pit building, it is home to signature experiences and high-visibility brand activity, including:
- Complimentary Track Drives
- Hot Laps
- The Automotive Exhibition
- FoM VIP Hospitality Suite
This is where brands meet drivers and where the festival’s legacy is brought to life “one ignition at a time.”
Blue Zone — 4×4 Track (Off-Road Capability)
The Blue Zone celebrates capability beyond the circuit, set against an off-road arena backdrop. Visitors can explore the dedicated off-road offering and enjoy:
- Complimentary 4x4 track drives
- 4x4 Exhibition
The Blue Zone is designed for comfort, connection, and elevated viewing— with a more relaxed pace compared to the main track action.
Yellow Zone — Handling Track, Platforms & Car Culture
The Yellow Zone is a high-adrenaline hub focused on thrill-seekers and automotive lifestyle enthusiasts, including the Motorsport Village, public pit access, and interactive car culture. It includes pit door 1–20.
-
The Motorsport Village, anchored by:
- Sunbet ZX10 Master Cup (Superbikes)
- Vilaca Speed Challenge
- 20 public pit doors offering complimentary track rides
-
Adventure Zone (debut premium experiences):
- Drifting experiences
- Karting challenges
- Show and Shine with pristine collections from over five leading car clubs
- Interactive displays from industry leaders
Visitors also have opportunities to purchase certain premium on-site experiences within this zone.
Red Zone — Food & Entertainment
The Red Zone provides the social and entertainment layer of the festival with a food and leisure focus. It is described as a “bustling food court filled with culinary delights and live entertainment.”
Overall Visitor Energy & “Experience at Full Throttle”
With live on-track action at Kyalami Grand Prix Circuit, a wide range of automotive brand participation, and multiple zones that move from performance to lifestyle, the Festival of Motoring is built to keep attendees engaged across the weekend. The result is a packed, high-footfall event that blends motorsport moments, hands-on exhibition activity, and visitor-accessible track experiences.
Quick Facts
| Event | Festival of Motoring Johannesburg |
|---|---|
| Dates | 28–30 August 2026 |
| Venue | Kyalami Grand Prix Circuit |
| Country | South Africa |
| Scale | 3 days, 25+ automotive brands, 100+ exhibitors |
| Visitor Volume | 32,000+ visitors |
| Zone Structure | Green, Blue, Yellow and Red Zones |
| Signature Experience Areas | Complimentary track drives, hot laps, automotive exhibition, 4x4 track drives, Motorsport Village, show and shine, food & entertainment |
Data sheet
| Event Name | Festival of Motoring Johannesburg |
| Event Date | 28–30 August 2026 |
| Event Status | Upcoming |
| Venue | Kyalami Grand Prix Circuit |
| City | Johannesburg |
| State / Region | Gauteng |
| Country | South Africa |
| Organizer | Messe Frankfurt South Africa |
| Official Event Website | safestivalofmotoring.com |
| Event Type | Consumer-facing automotive exhibition, motorsport experience, automotive lifestyle showcase, and brand activation event |
| Primary Category | Auto & Automotive |
| Secondary Applicable Categories | Business Services, Entertainment & Media, Hospitality, Logistics & Transportation |
| Audience Reach | National with strong regional draw across Gauteng and surrounding provinces; limited international relevance through automotive brands and motorsport interest |
| Estimated Attendance / Expected Footfall | 32,000+ visitors (official website figure) |
| Attendance Data Reliability | Confirmed by organizer website for the 2026 edition |
| Main Purpose of Event | To showcase automotive brands, motorsport experiences, track drives, off-road capability, car culture, lifestyle activations, and consumer engagement in a live experiential format |
Festival of Motoring Johannesburg is South Africa’s flagship automotive and motorsport experience, staged at the Kyalami Grand Prix Circuit. The event combines live track activity, vehicle demonstrations, brand showcases, off-road experiences, hospitality, and lifestyle programming into a high-engagement format that is designed to attract car enthusiasts, buyers, brands, and industry stakeholders.
The event matters because it gives automotive brands and related suppliers a direct platform for product visibility, consumer interaction, dealer and retail awareness, and premium experiential marketing. It is especially relevant for organizations seeking buyer engagement in vehicles, parts, accessories, mobility solutions, motorsport products, aftermarket services, and automotive lifestyle offerings.
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Automotive OEMs and brand teams | Vehicle manufacturers, importers, and national sales companies | Marketing, product, launch, and brand activation influence | High relevance for test-drive, launch, and experiential marketing suppliers |
| Dealers and dealer groups | Franchise dealer networks and multi-brand dealer groups | Vehicle sourcing, merchandising, retail strategy | Relevant for OEM programs, accessories, retail technology, and promotions |
| Fleet and mobility operators | Corporate fleets, leasing companies, mobility providers | Fleet procurement and total cost of ownership decisions | Strong fit for fleet vehicles, telematics, maintenance, and service offerings |
| Aftermarket buyers | Parts distributors, accessory importers, repair networks | Category sourcing and product assortment decisions | Important for components, accessories, lubricants, tools, and maintenance products |
| Motorsport and performance teams | Racing teams, tuning houses, performance garages | Technical procurement and sponsorship influence | Relevant for performance parts, tires, fuels, and racing technology suppliers |
| Retail and e-commerce buyers | Automotive retail chains, online stores, marketplace sellers | Product assortment and channel buying | Useful for accessories, merchandise, electronics, and consumer auto products |
| Media and content partners | Auto media, lifestyle media, digital creators | Coverage, content, and audience amplification | Valuable for PR, sponsorship, and launch visibility |
| Consumers and enthusiasts | Car enthusiasts, track-day visitors, club members | End-user interest and brand advocacy | Important for consumer products, experiences, and upgrade categories |
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Johannesburg | Strong local attendance from metro consumers and businesses | High | Johannesburg is South Africa’s largest business and retail hub |
| Host region: Gauteng | Dealers, fleet operators, corporates, suppliers, enthusiast clubs | Very High | Primary regional catchment for automotive commercial activity |
| Nearby business hubs | Pretoria, Midrand, Sandton, East Rand, Tshwane | High | Strong concentration of OEM offices, logistics, fleet, and B2B buyers |
| National reach | Buyers from major South African provinces and cities | Medium to High | Automotive and motorsport interest has broad domestic appeal |
| International reach | Limited but possible from regional brand representatives and motorsport stakeholders | Low to Medium | Most attendance is expected to be domestic |
| Key trade corridors | Gauteng to Durban, Cape Town, and cross-border Southern African networks | Medium | Relevant for importers, distributors, and national channel partners |
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | The event is positioned as South Africa’s national motoring show and draws visitors from across the country. |
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| WesBank | Financial services / mobility finance | Named event partner; strong auto finance and mobility audience fit | wesbank.co.za | Partnerships Director, Sponsorship Manager, Brand Manager | Confirmed Sponsor / Exhibitor |
| Messe Frankfurt South Africa | Event organizer | Organizer and commercial buyer of event services | messefrankfurt.co.za | Event Director, Exhibition Manager, Operations Manager | Confirmed Government / Procurement Organization |
| Toyota South Africa Motors | OEM / automotive brand | High-fit brand for launches, track experiences, retail engagement | toyota.co.za | Marketing Director, Brand Manager, Product Manager | Strong Market Fit, Attendance Not Confirmed |
| Volkswagen Group South Africa | OEM / automotive brand | Relevant for automotive showcase, retail leads, and brand activation | vw.co.za | Marketing Director, Product Launch Manager, Dealer Network Manager | Strong Market Fit, Attendance Not Confirmed |
| BMW South Africa | Premium OEM | Premium brand and performance audience alignment | bmw.co.za | Brand Manager, Communications Manager, Retail Marketing Manager | Strong Market Fit, Attendance Not Confirmed |
| Mercedes-Benz South Africa | Premium OEM | Suitable for high-end vehicle and lifestyle buyer profile | mercedes-benz.co.za | Marketing Director, Product Manager, Events Manager | Strong Market Fit, Attendance Not Confirmed |
| Ford South Africa | OEM / performance and utility vehicles | Strong fit for performance, pickup, and experiential demo vehicles | ford.co.za | Marketing Manager, Fleet Manager, Dealer Marketing Manager | Strong Market Fit, Attendance Not Confirmed |
| Hyundai South Africa | OEM / value brand | Broad consumer appeal and dealer network relevance | hyundai.co.za | Retail Marketing Manager, Brand Manager, Sales Director | Strong Market Fit, Attendance Not Confirmed |
| Nissan South Africa | OEM / utility vehicles | Relevant for launch, fleet, and dealership engagement | nissan.co.za | Brand Manager, Fleet Sales Manager, Dealer Operations Manager | Strong Market Fit, Attendance Not Confirmed |
| Castrol South Africa | Automotive lubricants | Performance and maintenance audience fit | castrol.com | Trade Marketing Manager, Channel Manager, Category Manager | Strong Market Fit, Attendance Not Confirmed |
| Continental South Africa | Tyres / automotive technology | Relevant for tire demonstrations, safety, and performance buyers | continental.co.za | Sales Director, Product Manager, Marketing Manager | Strong Market Fit, Attendance Not Confirmed |
| Tiger Wheel & Tyre | Retail / aftermarket | Direct fit for accessories, tires, and consumer auto upgrades | twt.co.za | Buying Manager, Merchandising Manager, Retail Director | Strong Market Fit, Attendance Not Confirmed |
| Bidvest Automotive | Dealer group / automotive retail | Likely interested in retail visibility and lead generation | bidvestbank.co.za | Dealer Principal, Marketing Manager, Group Sales Director | Strong Market Fit, Attendance Not Confirmed |
| Cartrack | Telematics / fleet technology | Relevant for connected fleet, tracking, and mobility solutions | cartrack.com | Partnerships Manager, Sales Director, Fleet Solutions Manager | Strong Market Fit, Attendance Not Confirmed |
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Marketing Director | Marketing | Director/VP | Owns event spend, launches, sponsorship, and brand visibility |
| 2 | Brand Manager | Brand / Product Marketing | Manager/Senior Manager | Manages consumer engagement and experiential activations |
| 3 | Dealer Network Manager | Sales / Channel | Manager/Director | Influences retail activation and local market coverage |
| 4 | Product Manager | Product / Category | Manager | Evaluates launches, demos, positioning, and competitive messaging |
| 5 | Partnerships Manager | Business Development / Sponsorship | Manager | Relevant for event sponsorship, co-marketing, and cross-promotion |
| 6 | Fleet Manager | Operations / Fleet | Manager/Director | Purchases vehicles, telematics, maintenance, and lifecycle services |
| 7 | Category Manager | Merchandising / Procurement | Manager | Relevant for accessories, aftermarket, and retail assortment buying |
| 8 | Procurement Manager | Procurement / Supply Chain | Manager/Director | Buys services, equipment, event support, and product categories |
| 9 | Operations Director | Operations | Director | Influences event execution, logistics, safety, and venue support |
| 10 | Retail Marketing Manager | Marketing / Retail | Manager | Coordinates dealer-level promotions and consumer conversion |
| 11 | Sales Director | Sales | Director/VP | Relevant for pipeline generation, retail, and channel growth |
| 12 | Events Manager | Marketing / Events | Manager | Handles activations, hospitality, launches, and experiential programs |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Automotive | Core industry for OEMs, dealers, and vehicle-related brands | Vehicle launches, retail campaigns, product demos |
| 2 | Retail | Dealer groups and consumer sales channels are highly relevant | Category buying, promotional partnerships |
| 3 | Wholesale | Aftermarket distribution and channel buying | Parts, accessories, supply programs |
| 4 | Import & Export | Vehicle and parts importers are central to the market | Import channels, distribution partnerships |
| 5 | Logistics & Supply Chain | Fleet, transport, and automotive supply chains intersect here | Fleet and transport solutions, logistics partners |
| 6 | Consumer Goods | Lifestyle and accessory categories are relevant | Merchandise, accessories, branded products |
| 7 | Financial Services | Auto finance and insurance are major enablers of vehicle purchases | Finance products, insurance, mobility finance |
| 8 | Information Technology & Services | Connected vehicle and retail tech opportunities | Telematics, CRM, digital retail, analytics |
| 9 | Marketing & Advertising | Experiential and sponsor-led event formats require promotion | Sponsorship, activations, content, media buys |
| 10 | Events Services | Event production, operations, and supplier ecosystem | Venue services, staging, guest management |
| 11 | Facilities Services | Venue operations and support services matter for live events | Cleaning, security, facility maintenance |
| 12 | Consumer Services | Experience-driven consumer touchpoints | Memberships, service packages, upgrades |
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | 32,000+ visitors | Confirmed | Official event website | Listed on the 2026 event homepage |
| Exhibitor count | 100+ exhibitors | Confirmed | Official event website | Website states 100+ exhibitors |
| Automotive brands | 25+ automotive brands | Confirmed | Official event website | Listed as part of the event scale |
| Pit doors | 40+ pit doors | Confirmed | Official event website | Supports brand activations and visitor interaction |
| Speaker count | Not publicly confirmed | Unavailable | No verified current-year speaker list located in supplied source text | Attendance figure not publicly confirmed by the organizer. |
| Sponsor count | Not publicly confirmed | Unavailable | Only named partner in supplied text is WesBank | Additional sponsors may exist but were not verified in the supplied official text |
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Automotive launches | High-visibility product introduction | Track-based demo and retail storytelling | Vehicles, launch support, creative activation |
| Dealer lead generation | Qualified consumer and trade prospects | On-site lead capture and appointment setting | CRM, lead capture tools, sales enablement |
| Fleet and mobility | Total cost, reliability, and service | Target fleet buyers with savings and uptime messaging | Fleet vehicles, telematics, maintenance services |
| Aftermarket and accessories | Product assortment and channel sell-through | Retail and distributor relationship building | Tires, parts, accessories, lubricants |
| Motorsport and performance | Speed, durability, and specialist fitment | Product demos for demanding use cases | Performance parts, racing services, tools |
| Retail activation | Consumer engagement and conversion | Sampling, promos, and branded experiences | Promotional programs, point-of-sale, display assets |
| Motoring media and content | Content-rich event coverage | Press drives, interviews, and media kit distribution | PR services, content production, media partnerships |
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | Strong concentration of OEM, dealer, aftermarket, fleet, and mobility stakeholders |
| Decision-maker availability | High | Marketing, product, partnerships, and channel roles are likely accessible through the event |
| Data collection potential | High | Large visitor count and exhibitor mix support prospecting and lead capture |
| Apollo targeting potential | Very High | Clear industry and title targeting for automotive, retail, finance, and marketing teams |
| Geographic targeting potential | High | Johannesburg and Gauteng concentration enables precise regional prospecting |
| Best outreach approach | Very High | Combine event-led email, LinkedIn outreach, and targeted sponsor/exhibitor lists |
| Overall lead quality | High | Excellent for automotive and experiential marketing lead generation |
| Best use case | Lead generation and partnership targeting | Most useful for automotive suppliers, finance, media, retail, and event services |
| Limitations / risks | Medium | Consumer-heavy event; buyer list may require careful filtering to avoid non-commercial attendees |
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Automotive; Retail; Wholesale; Import & Export; Logistics & Supply Chain; Financial Services; Information Technology & Services; Marketing & Advertising; Events Services; Consumer Goods | Capture the highest-fit buyer ecosystem around the event |
| Departments | Marketing, Sales, Product, Procurement, Supply Chain, Operations, Partnerships, Events, Finance | Target buying and decision-making functions |
| Seniority | Manager, Senior Manager, Director, VP, CXO | Prioritize budget holders and strategic decision-makers |
| Job titles | Marketing Director, Brand Manager, Product Manager, Dealer Network Manager, Fleet Manager, Procurement Manager, Partnerships Manager, Category Manager, Sales Director, Operations Director | Direct role matching for outreach campaigns |
| Geography | South Africa; Gauteng; Johannesburg; Pretoria; Midrand; Sandton | Focus on local and national event-relevant buyers |
| Employee size | 11–50, 51–200, 201–500, 501–1000, 1000+ | Covers dealers, suppliers, OEMs, and enterprise buyers |
| Keywords | automotive, dealership, fleet, mobility, launch, sponsorship, activation, aftermarket, parts, accessories, motorsport, track day | Refine account and contact searches around event themes |
| Company type | Public company, private company, subsidiary, franchise network, dealer group | Support both large brands and local channel partners |
| Revenue range | Flexible; prioritize mid-market and enterprise where available | Focus on organizations with event and sponsorship budgets |
Suggested Apollo Search Logic: (automotive OR dealership OR fleet OR mobility OR aftermarket OR motorsport) AND (Marketing OR Brand OR Product OR Procurement OR Partnerships OR Operations) AND (Manager OR Director OR VP OR CMO OR CXO) AND location filters for South Africa or Gauteng.
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Festival of Motoring official website | Official organizer / event site | Dates, venue, location, organizer, visitor and exhibitor figures, event positioning, zones, and event theme | Very High |
| Messe Frankfurt official website | Organizer corporate website | Organizer identity and corporate association | High |
| Kyalami Grand Prix Circuit official website | Venue website | Venue identity and event location validation | High |
| WesBank official website | Sponsor / partner website | Named sponsor/partner relevance to the event ecosystem | High |
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Tell us your work email and our AI instantly builds a buyer list matched to Festival of Motoring Johannesburg — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.