Revolutionizing the Local Tyre Industry: Empowering Skills Development to Combat Unemployment in South Africa
In the face of evolving technologies and global advancements in tyre production, the South African Tyre Manufacturers Conference (SATMC) and its esteemed member companies are spearheading a remarkable initiative to invest heavily in skills development. Their collective aim is to ensure a steady influx of expertise in the industry and pave the way for future growth.
Leading the charge are Bridgestone South Africa, Continental Tyre South Africa, Goodyear South Africa, and Sumitomo Rubber South Africa. These renowned companies are directing significant resources towards learnerships, graduate development, internal upskilling, and supplier development programs to enrich the talent pool within the tyre industry.
Nduduzo Chala, the Managing Executive of the SATMC, underscores the industry’s potential to address South Africa’s pressing unemployment crisis, which currently stands at an alarming rate exceeding 32%. “Between 2018 and 2022, our member companies invested a staggering R369 million in skills development initiatives,” Chala revealed. “This not only ensures the industry’s long-term sustainability but also empowers individuals with the essential skills needed to make meaningful contributions to the economy. In total, our members contributed R29.7 billion to the South African economy during that period,” he added.
The impact of these initiatives extends beyond the tyre manufacturers themselves. Local Small Medium and Macro Enterprises (SMMEs) are being empowered, with many of them growing into suppliers for these multinational tyre companies operating in South Africa. Over the past five years, the four manufacturers have invested a combined R117.5 million in supplier and enterprise development, while their expenditure with local suppliers amounted to an impressive R16.6 billion.
To further fortify the sector, the manufacturers have cultivated a company culture that prioritizes people development and continuous learning. Long-standing internal training programs ensure the ongoing enhancement of local skills, aligning them with global demands. Bursaries, study grants, leadership development programs, short courses, and mentorship initiatives are all offered to employees, encouraging them to pursue undergraduate and postgraduate studies that align with future requirements and capabilities.
Harnessing the power of digital platforms, the manufacturers have embraced innovative approaches to skills development. Bridgestone, for example, has established an HR Learning Hub, a dedicated digitally powered learning space that grants employees access to relevant learning content. This initiative aligns with the company’s strategy to empower its workforce digitally. Continental Tyre SA has created the ContiAcademy, a tailored online training platform that provides a consumer-friendly, multimedia hub brimming with extensive product information to support both employees and customers.
Sumitomo Rubber SA operates an on-site training facility in Ladysmith, ensuring year-round training sessions for its employees. Additionally, the company recently inaugurated the Dunlop Westville center, serving as a hub for technical expertise and training within the wider tyre retail industry. Currently, Sumitomo Rubber SA is evaluating the skill levels of its operators, a process that will determine the talent development program for the upcoming year. As part of this initiative, select operators will receive exposure to international skills.
Creating opportunities for the youth is a primary focus for SATMC members, who recognize the significant challenges faced by young people in South Africa’s job market. Structured learnership and graduate programs not only bolster the growth of the local tyre sector but also offer a platform for young individuals to acquire suitable qualifications, skills, and work experience.
Continental Tyre South Africa, Goodyear, and Bridgestone South Africa actively participate in the Youth Employment Service (YES) initiative, led by the business community. YES aims to create one million new, 12-month job opportunities for young people, providing them with valuable work exposure across various industries.
Bridgestone, for example, has successfully absorbed one-third of the 151 young people trained through the YES program. In collaboration with Junior Achievement South Africa (JASA), Bridgestone has also provided instructor-led training on emerging technologies, design thinking, entrepreneurship, and professional skills to empower the youth.
Goodyear has seen over 160 unemployed youth benefit from the YES program, with some securing permanent employment within the organization. Continental Tyre has chosen to invest in further training and support for its YES learners, providing them with certificates of completion, employment references, and assistance with CV creation and job placement through their provider.
Graduate in Training (GIT) programs, typically lasting a year, are available to all members. Upon completion, graduates have the opportunity to progress to full-time permanent positions within the respective tyre companies, including their international operations. Goodyear proudly highlights that its GIT program has attracted and cultivated strong leaders who have ascended to leadership roles not only within the South African business but also globally within Goodyear.
Recognizing the importance of building technical capabilities, all four manufacturers are focused on cultivating manufacturing expertise to ensure the local tyre sector remains future-ready.
Bridgestone offers a youth-focused apprentice program with a special emphasis on highly sought-after skills in the electrical trade. They also provide a production technology learnership that hones skills in production and quality. Furthermore, Bridgestone is enhancing capabilities in its tyre building domain by training six operators as expert tyre builders through a global manufacturing education program in collaboration with the Bridgestone plant in Spain.
Goodyear South Africa’s flagship program, the National Certificate in Production Technology, was launched in 2020 and has already seen over 140 unemployed youth acquire vital skills through various learnership programs, with some individuals securing permanent employment.
At Continental Tyre SA, the BestDrive Learnership Programme was established in consultation with merSETA, the Manufacturing, Engineering, and Related Services Sector Education and Authority, focusing on the National Certificate in Automotive Repair and Maintenance with a specialization in Tyre Fitment. The company has also contributed to various other learnership programs, including Unity in Africa’s iGems program, which fosters aspiring engineering minds from grade 10 through to tertiary qualifications.
Sumitomo Rubber SA has conducted over 400 tyre learnerships at its Ladysmith plant, benefiting unemployed youth aged 18 to 34. These learnerships provide an NQF Level 3 certificate in one of three qualifications: Tyre and Tyre Components, Tyre Assembly, and Quality Checking of Tyres. Annually, the company trains 60 learners from the Ladysmith community and subsequently employs 90% of them on a full-time basis.
Recognizing the financial aspect of supporting youth, Bridgestone and Goodyear have extended their bursary schemes beyond employees to include their dependents’ tertiary studies. Bridgestone also continues to provide bursaries to learners in Gqeberha, while Goodyear made a generous cash donation in 2022 to the Nelson Mandela University Trust Fund for bursary funding to eligible students.
Lastly, members’ training and skills development programs extend to people with disabilities in the manufacturing space.
In summary, SATMC members are wholly committed to skills development in the local tyre manufacturing sector. By remaining competitive, upholding quality standards, and producing safe products that meet consumer demands, their ongoing investments in skills development will drive economic growth in South Africa and pave the way for a future brimming with opportunities.
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