By Gugulethu Tshabalala
From hosting major events and creating viral content to running multiple businesses, Sipho Alphi Mkhwanazi has built a reputation as one of South Africa’s most dynamic media personalities. Now, he adds a new title to his ever-expanding portfolio: brand ambassador for the recently launched Jaecoo J5. The partnership is part of Jaecoo’s bold #StartHere campaign, which celebrates ambitious go-getters who refuse to settle. And if there’s anyone who embodies the spirit of starting and reinventing, it’s Alphi.
For Jaecoo, Alphi is more than just an ambassador — he’s proof of what the #StartHere mindset looks like in real life: fearless, driven, and always evolving. For Alphi, the J5 is more than a car, it’s a partner in his journey to keep xploring, building, and starting new chapters.
Here’s what he had to say about his new role, his journey, and what “starting” really means.
What made you say yes to becoming Jaecoo’s brand ambassador?
My world of work is travel intensive. We move from pillar to post and can spend a week in 3-5 provinces. We’ve been scouting for a vehicle partner and Jaecoo came to us just in the nick of time. And it’s such a brilliant collaboration because our two brands have the same values and the same outlook to what life means.
You’re already a host, creator, and entrepreneur — what drew you into the automotive world?
My love for the automotive world began while I was working my 9-to-5 at South African National Parks. I noticed a gap in the industry, most motoring writers focused purely on a car’s technical features, rarely xploring its lifestyle appeal. When I started, I combined my passion for travel with my love of writing about cars. That intersection between mobility and lifestyle is where the real magic happens. That sweet spot is very necessary and valuable.
The Jaecoo J5 is all about the #StartHere mindset. How does that reflect your personal journey?
I am where I am today because I chose to start. We all start somewhere, and here is as good a place as any. Life gives us endless chances to begin, yet so many choose to give up before they even try. But it’s all about taking that first step, whether it’s hitting record, registering your business with the CIPC, or pushing your side hustle. Start scared, start unsure, start unprepared— just start, with or without support.
How do you decide which brands to work with and what makes a partnership feel
authentic to you?
A brand must have the same core values if we’re going to partner. There must be a mutual benefit between the two brands. Moreover, I prefer to engage in partnerships that are long term and have a longer foresight on areas of collaboration. Jaecoo offers us that. The potential to grow with us as they also grow in SA.
What does driving mean to you, is it escape, reflection or freedom?
Driving is all of the above for me. I am a wanderer and an xplorer. I’ve always loved the idea of going to experience new places and new people because that opens my mind to endless opportunities. For me, travel incorporates rest, refueling, a change of perspective and also a new way of thinking. I cannot wait to see the new memories and the places I’ll get to xplore with the new J5.
What’s one message you hope your audience takes away from this collaboration?
Just start. Everything stems from that one decision and you’ll look back and be proud of yourself for actually taking the leap of faith. I left corporate South Africa, went into content creation and that opened me up to a world of so many possibilities. I’m now trying to cement myself in the mainstream media and the world of entrepreneurship. Simply because I decided to start. It’s not an easy journey. But I’ll look back at all of this and be really proud of myself. So you do it too,
START!
