VWGA | Moving people forward: Empowering South Africa’s youth through Volkswagen For Good 

As the manufacturer of the ‘people’s car’, Volkswagen Group Africa (VWGA) is committed to driving positive change across South Africa’s socioeconomic landscape. Through its Volkswagen For Good initiatives, the company implements initiatives to create a healthy, thriving and inclusive society for this generation and those to come. Embracing the African proverb, “Give me a fish and I will eat today, teach me to fish and I will eat for a lifetime,” VWGA focuses on personal development and empowering the individual. 

Central to this mission is the VW Community Trust, which spearheads the company’s corporate social investment (CSI) activities from its base at the Kariega plant in the Nelson Mandela Bay Municipality. The Trust drives social change by focusing on education, youth development, health and employee volunteerism. 

The challenges South African youth are facing 

Unemployment, poverty and inequality significantly hinder the growth and development of South Africa’s youth. According to Stats SA, as of the second quarter of 2024, the youth unemployment rate stands at a staggering 33%, limiting access to economic opportunities and contributing to feelings of hopelessness. Many young individuals lack essential resources and access to education or skills training, while social inequalities further exacerbate their exclusion. 

The factors contributing to youth unemployment include inadequate education and training, economic challenges, lack of work experience, limited entrepreneurship opportunities and broader labour market dynamics. For individuals, these challenges often translate into poor mental health, with issues such as depression, anxiety and low self-esteem becoming prevalent. Communities bear the brunt of these effects, with disaffected youth contributing to rising crime rates, substance abuse and social instability.  

Addressing these challenges requires a multifaceted approach, including improvements to the education system, enhanced support for young entrepreneurs and increased job creation through economic development. 

VWGA’s focus on youth development 

Recognising the challenges South Africa’s youth face, VWGA has developed a comprehensive youth development strategy. This strategy goes beyond education and skills development, and nurtures passions that inspire and motivate young people to reach their full potential. VWGA’s goal is to provide South African youth with a sense of belonging and the necessary tools to thrive at school, at home and in their communities. 

Driving impact through collaboration 

A cornerstone of this youth development strategy is VWGA’s partnership with loveLife, an organisation established in 1999 to combat HIV and Aids among young people in South Africa. Over the years, loveLife has evolved to promote a wider range of youth health initiatives, including youth empowerment and skills development. 

In 2012, VWGA established the KwaNobuhle Y-Centre to create opportunities for the youth of KwaNobuhle in Kariega. VWGA then partnered with loveLife to run the centre, leveraging loveLife’s experience in youth development and health promotion. Serving approximately 200 young people daily, the centre provides a safe and supportive environment with services such as HIV counselling, recreational activities, leadership training and computer literacy courses. 

The KwaNobuhle Y-Centre promotes a culture of learning and personal growth. Through its diverse programmes, the centre, with loveLife’s guidance, encourages young individuals to make informed lifestyle choices, develop essential skills and cultivate a sense of belonging, contributing to a brighter future for South Africa’s youth. 

Improving the employability of youth through skills development 

VWGA’s Work Readiness and Placement Programme, launched in 2023 at the KwaNobuhle Y-Centre, empowers young people to improve their employability. Through three months of training, participants become eligible for placements within VWGA’s Youth Employment Services (YES) Programme or affiliated companies. Since the start of the programme, over 400 young individuals have been trained, gaining essential skills for today’s workplace and many placed in various sectors. Partnerships with local organisations such as the Ray Mhlaba Skills Training Centre, Winforce Training Academy, Wilderness Foundation Africa’s Youth Development Programme and Sakha Amathuba also facilitate youth training in healthcare, retail, business administration and bakery skills, ensuring that even those with the lowest levels of education have access to meaningful employment. 

The KwaNobuhle Y-Centre has helped to launch several promising careers. GroundBREAKERS, an initiative within the centre, selects exceptional young leaders to drive community empowerment efforts. In 2024, 10 such leaders took on key roles in their communities, engaging with fellow youth and facilitating positive change. These young leaders include Nakhana April, who, at 19, teaches computer literacy and Sinoxolo Ruiters, a 22-year-old provincial basketball player who mentors young athletes. Ayabonga Manga, aged 23, broadcasts daily on L2K Radio, amplifying youth voices and addressing issues relevant to his peers. 

In partnership with Selwyn Willis Consulting, the centre also offers media training, developing young talent in broadcasting and social media skills. This initiative is designed to nurture a new generation of broadcasters, enhancing their storytelling abilities and preparing them for media careers. 

Supporting holistic wellbeing and community outreach 

Beyond skills training, the centre prioritises holistic wellbeing. A dedicated psychosocial support unit provides wellness services through a nurse and counsellor. In partnership with Vitality Life and Health Insurance, nurse Danielle Windvogel offers family planning, HIV testing and health education to between 350 and 800 young people monthly. Meanwhile, counsellor Lutho Xintholo screens youth for mental health conditions such as anxiety and depression, referring them to treatment centres when necessary. 

Leadership training does not end at the centre. Programmes also extend to local schools, with each quarter dedicated to empowering one institution. In 2024, the centre focused on Solomon Mahlangu High School, among other schools. 

VWGA’s YES Programme 

VWGA’s commitment to youth employability extends beyond the KwaNobuhle Y-Centre. Since 2019, the YES Programme has seen over 3 000 young people gain work experience through placements at VWGA’s operations and its dealer network. In 2024 alone, 508 candidates were enrolled in the programme, with placements at the Kariega plant and other sites in Gauteng, Cape Town and within VWGA’s dealer network. Specifically, 282 participants were placed at the Kariega plant and across the sales, marketing and aftersales divisions in Gauteng and Cape Town. The remaining 226 joined the dealer network. 

Additionally, a new pilot programme focusing on sales skills was piloted in 2024 and will prepare YES candidates for potential careers in the automotive sales industry. This initiative further illustrates VWGA’s commitment to equipping young people with skills to help them secure long-term, sustainable employment. 

Lessons for corporates and CSI practitioners 

VWGA’s efforts provide valuable insights and lessons for other corporates looking to make a meaningful impact through their CSI initiatives: 

• Strategic partnerships amplify impact: Collaborating with expert organisations like the VW Community Trust, Ray Mhlaba Skills Training Centre, Wilderness Foundation Africa, Sakha Amathuba and loveLife enhances the scope and depth of interventions. Corporates should seek partnerships that align with their mission and extend their capabilities. 
• Focus on holistic development: Youth empowerment is more than skills training. Addressing mental health, physical wellbeing and social issues is essential for creating well-rounded, resilient individuals. 
• Invest in future-facing skills: Identifying and nurturing emerging skills, such as digital media or niche trades, ensures that youth are prepared for the evolving job market. 
• Provide real-world job opportunities: Integrating work readiness programmes with actual job placements, like VWGA’s YES Programme, prepares youth for long-term employment and ensures they can contribute to the economy. 
• Create pathways for leadership: Offering leadership roles to youth, as seen with the GroundBREAKERS initiative, empowers them to take charge of their future and drive community-level change.