Celebrating the Women Driving Ford Forward - Martha Nkuna

Every August, South Africa observes Women's Month, a moment to pause, honour and celebrate the strength, resilience and contribution of women in every walk of life. As we continue this annual Women's Month series, now in its fourth year, we're once again turning the spotlight on the extraordinary women of Ford Motor Company of Southern Africa who help shape our culture, drive our business and build our future.

Over the coming weeks, we'll be sharing stories of women who lead with purpose, challenge the status quo and inspire those around them, from trailblazers driving meaningful change to those making a difference in ways big and small every day. Each story is a reflection of the values, determination and drive that keep our business moving forward.

Continuing this year's series with Martha Nkuna, Product Marketing Analyst for SUVs and Icons at the Silverton Assembly Plant.

Who is Martha Nkuna? Tell us more about yourself.

I’m Martha Moipone Nkuna, and if you’ve met me, you know I’m a cheerful, optimistic, and sociable person who’s always buzzing with energy, and yes, sometimes I talk a little too much, but it’s usually because I’m genuinely curious about everything! Born and raised with the vibrant spirit of Mamelodi in my heart, I carry that zest into every part of my life. I attended Lyttelton Manor High School and graduated from the University of South Africa. I’d love an MBA, honestly just for bragging rights, I’ll register for it one day! At home, I’m navigating the delightful chaos of motherhood with my two amazing children: my spirited 5-year-old “toddler teenager” aka the Landlord, and my wise-beyond-her-years 15-year-old “actual teenager” aka Madam.

In my spare time you will find me at the gym, running a race/jogging, watching cartoons or anime, reading, taking the Landlord or Madam to Taekwondo or Public Speaking classes, chilling with my siblings and friends, listening to music and learning how to cook.

You're a Product Marketing Analyst for SUVs and Icons at Ford – what does that actually involve day-to-day, and what do people usually get wrong about your role?

As a Product Marketing Analyst for SUVs and Icons, I live and breathe vehicles. My role isn't just about spreadsheets, collecting data and market segments, it’s about making sure that every Ford we bring to market isn’t just aggressive, but exciting. People think Product Marketing is about choosing colours and estimating prices at different product milestones. It isn’t. It’s about answering questions like: Why will customers buy this car instead of another? How do we make money while delivering value? What should we launch next? How do we balance customer needs, engineering, marketing, and finance? Every day is about making decisions. And let me tell you, when I see someone driving a Ford, especially a Territory, a Mustang, or of course, one of our legendary Rangers, my heart genuinely leaps! I’m so passionate about the incredible machines we craft that one of my friends had to physically restrain me because I just had to show a lovely couple all the cool features on their new Territory. That’s just me, I honestly believe in the magic we bring to the market. My job is to ensure that magic keeps happening, keeping Ford at the forefront with products that are a perfect fit for every market and every family.

What first drew you to Ford, and how did your journey with the brand begin?

Ford has been part of my life since childhood. Walking across the Mamelodi Masakhane bridge with my late mom, we would pass Ford (SAMCOR at the time), and I would tell her that if I did not become a lawyer, I was going to work here and make her proud. I started as a marketing graduate, and the graduate program gave me the opportunity to rotate through different departments within Marketing and Sales. Through Ford, I've met amazing people, from stock controllers to executives and even celebrities. During my time at Ford Credit, I had the opportunity to visit every Ford dealership. I do not take any of it for granted, and I'm grateful to all the managers who took a chance on me.

If you had to pick just one bucket-list trip, where would you go and why?

Now that's a hard question. I want to travel the whole of Africa, this continent is beautiful, but expensive. I love traveling and being with my family. Brazil was one of my best trips, maybe Bali too. Like I mentioned, I love cartoons, and Rio is one of our favourite movies. The moment I saw an actual Blue Macaw in Rio, I called my kids. We went crazy because mommy saw Blu and the Christ theRedeemer statue.

Quickfire: Team Cartoon or Team Anime, and which one are we most likely to catch you binge-watching on a Sunday?

That's an easy one, Team Cartoon, especially Disney. I'm watching Mulan and Monsters University for the millionth time now. I'm slowly getting the gist of anime because my daughter loves it. I still don't quite understand why she's obsessed with One Piece and Naruto, but I love seeing the smile on her face.

What is your favourite meal to cook?

I feel exposed here! I'm still learning how to cook, TikTok has been a great teacher. But to answer your question, I make the best spaghetti and mince. I also place the greatest orders on Uber Eats and occasionally drive -thru to your fast-food outlets. And yes, I still ask my sister to cook for me🤭.

Your kids have nicknames like “the landlord” and “madam,” any chance we get the backstory on how those stuck?

Rule number one: never argue with a toddler who wears rain boots all summer, or a teenager who knows “everything”. From the moment my son was born, I somehow knew this child was not going to live an ordinary life. He came into this world with landlord energy. Before he could even talk, he already behaved like he owned the place. The way he would stare at us, demand his food, cry when things were not going his way, and expect everyone to attend to his needs. I said, “Oh, so you’re the landlord now?” And just like that, the nickname stuck, plus he controlled the TV remote.

Now my daughter, she didn’t give me landlord vibes at all. No, ma’am. She came with a completely different level of authority. The attitude. The confidence. The way she looks at you like you’ve just interrupted an important meeting. The expectations. The “I said what I said” energy. I looked at her one day and thought, “Oh… this one is not a tenant. This one is Madam”. And so, the household hierarchy was officially established: The Landlord (Leano), my son, who owns the property and expects everyone to serve him. Madam, my daughter (Kumani) who apparently manages the landlord and everyone else.

And me? I am just the unpaid staff, trying to keep the peace in a house I apparently don’t own. Fascinating little humans, I love how they navigate their world. I’m truly blessed.

What does Women's Month mean to you personally?

Women’s Month, for me, is a personal reminder that a group of women fought for our equality, inclusion, diversity, and liberation. And guess what, we’re still fighting. We, as women, are capable of anything and everything. We are strong, beautiful, smart, and brave. We play so many roles in people’s lives that we tend to neglect ourselves, and when we do get a chance to nurture ourselves, we feel guilty about it. This month, I hope every woman, especially in the automotive industry, takes time to reflect on her journey, celebrate every win and be more kind to herself.

What message would you like to share with other women, especially those hoping to break into similar industries?

Stay humble, grateful, respectful, kind and keep working hard. Have a teachable spirit. The biggest lesson is that if you’re willing to keep learning, you will always stay relevant.

Is there a woman who has inspired your journey, and what impact has she had on you?

There isn't just one woman who has inspired me on this journey, there have been many, my late grandmother and mom. Their determination, strength, work ethic, humanity, and warm spirit are what moulded me into who I am today. My mom's path, from being a cashier to a nurse to an occupational therapist, speaks volumes on its own. She worked tirelessly and taught us that giving up on ourselves was never an option. Daily, she would remind us of the Bible verse: “For God gave us a spirit not of fear, but of power and love and self-control" (2 Timothy 1:7)”. That verse has stayed with me my entire life. Her teachings opened doors for me. Humility, gratitude, respect, kindness, and hard work, that's the foundation she built in us.

My sister is another woman who pushes me to be better and do better. She's currently working on her MBA. Feisty, funny, and sharp as ever. And finally, there are the women of Ford I've had the privilege to know, from the cleaners to the managers. Your stories, our shared laughs, and your resilience are nothing short of remarkable and inspiring.