Pupkewitz Motors: Celebrating Decades of Excellence
By Joseph Khaiseb, Human Resources Executive at Pupkewitz Motors

Pupkewitz Motors has never been just a car dealership. From its inception in 1954, it has always been a purpose-driven business, founded by a visionary entrepreneur who saw the potential in a growing Namibia and the critical role mobility would play in shaping its future. What began as a small, community-focused business built on hard work and trust has since evolved into one of Namibia’s most respected automotive names. Yet even as we’ve grown, the essence of our mission has never changed: to provide reliable transportation solutions while nurturing lasting relationships with our customers and the communities we serve.

Over the years, our values have remained remarkably consistent. Integrity, customer satisfaction, innovation, and a deep sense of community have always been at the core of who we are. These values may have evolved in their expression — for example, integrity today also means transparency in digital transactions, and innovation includes embracing sustainable technologies — but they remain deeply embedded in how we operate. They are not printed on posters or reserved for boardroom discussions; they are lived out every day in our branches, in our workshops, and in every interaction with our customers and colleagues.

At the heart of Pupkewitz Motors is its people. Our belief is simple: train and develop your people, and they will build the business. We are often asked, “Why invest in training if people may leave?” And we respond, “What if we don’t train them, and they stay?” Our commitment to developing people is not just a corporate strategy, it is a national responsibility. It is how we build resilience, empower youth, and prepare future leaders. Whether through technical training, leadership development, or mentorship, we see it as our role to create platforms for growth, not only for the benefit of our company but for Namibia at large.

This people-first approach extends into the culture of Pupkewitz Motors, which I can only describe as family-like. Despite being geographically spread across the country, we remain a unified team, connected through continuous communication, shared goals, and mutual respect. We are not just colleagues working under one brand; we are a collective force with a common purpose. That culture, of unity, care, and excellence is something we actively protect and nurture every single day.

When reflecting on our journey, there have been many milestone moments that shaped our path. But it is not just the events that stand out, it’s the people behind them. We have been fortunate to have exceptional leaders throughout our history. Leaders who understood the value of empowering others, who led with heart, and who guided the business through challenges with integrity. Each one left their mark, not just in financial results, but in the people they inspired and the culture they built.

As the automotive industry has evolved, so have we. Once a male-dominated field, especially in the technical space, we have taken deliberate steps to ensure better gender and ethnic representation, not as a box-ticking exercise, but because we believe our workforce should reflect the diversity and talent of our nation. We are proud today to see women leading in workshops, managing branches, and setting new standards in roles that were once closed off to them. This transformation didn’t happen overnight; it’s the result of consistent efforts in training, development, recruitment, and promotion of skilled individuals.

Of course, recognition matters. We are proud of the many accolades received over the years, but our internal recognition is where the real heart lies. At our annual Formula X event and year-end functions, we celebrate the employees who go above and beyond. The MD’s Award, selected by the Executive Team, is one of the honours an employee can receive — not only for performance but for embodying our values in every sense. These recognitions serve as reminders of the human stories that fuel our business.

We also understand that our responsibility extends beyond business. As part of the Pupkewitz Group, the Pupkewitz Foundation—our CSR arm—contributes to sectors that uplift the communities. We don’t just want to be present in Namibia; we want to make a difference. Through initiatives like the Commercial Advancement Training Scheme (CATS) in partnership with NUST and NTA, and our Apprenticeship Training programs for technical skills, we provide young Namibians with the opportunity to build careers and futures. These programs don’t just benefit us; they benefit our entire country.

Part of honouring a legacy means acknowledging the people who have been part of the journey for decades, and sometimes across generations. We’ve had team members whose parents worked for Pupkewitz Motors, and who themselves now train the next generation. This kind of loyalty and generational commitment is rare, and it speaks volumes about what this company means to its people. In this spirit, we turn to Etienne Steenkamp—a leader who has been part of the Pupkewitz Motors journey for over 20 years. As someone who has seen the culture evolve while staying true to its roots, Etienne reflects on what truly drives the business forward:

“What has always set Pupkewitz Motors apart is our belief that people come first. Over the years, I have had the privilege of working alongside individuals who have been here for 10, 20, even 30 years, and just as remarkably, families who have passed this legacy on from one generation to the next. It’s incredibly powerful to see a son being trained by the same hands that once trained his father. That kind of continuity, trust, and shared pride speaks volumes about what this organisation stands for.

For many of us, Pupkewitz is not just a workplace, it is a part of who we are. It is where we have grown, built our careers, and formed lifelong bonds. That sense of belonging, that feeling of being valued, is what turns a job into a journey. Mr. Harold Pupkewitz understood this deeply. His guiding words, ‘Customer satisfaction through service excellence,’ were never just about external service, they were about how we serve each other within these walls. That philosophy still anchors us today. It is in the way we lead, the way we train, the way we uplift, and the way we stay connected across generations and across Namibia.

I am proud to be one of many who have grown with Pupkewitz Motors, and even prouder to see the next generation stepping forward, not just to carry on a legacy, but to build an even stronger one.”— Etienne Steenkamp, Franchise Executive, Pupkewitz Motors

Looking ahead, we are optimistic. Pupkewitz Motors is built on a strong foundation. We continue to innovate, develop our people, and invest in sustainability to ensure long-term value for our customers, employees, and shareholders. The road ahead is full of opportunity — and we are ready for it.

As I reflect on our journey, I am reminded of the one thing that has remained constant: our people. “At Pupkewitz Motors, we don’t just build careers, we build futures, families, and a sense of belonging. That’s what has sustained us for decades, and that’s what will carry us forward.”

Legacy, after all, is not only what we leave behind — it’s what we pass on, together.Text here ...