In a digital world where English usually takes the wheel, Stuurwiel is making space for language, culture and real connection to take the front seat. Stuurwiel is the first fully Afrikaans online car advertising- and trading platform in South Africa, brought to market by the team behind ChangeCars.co.za.
There’s a growing demand for online trading platforms that cater to South Africans in languages other than English. Afrikaans, spoken as a first language by 10.6% of the population, represents a major and often overlooked segment of the market. Afrikaans speakers are digitally active, embracing technology through mobile apps, social media and online platforms, with 76% having access to Wi-Fi. In the context of a country where the number of registered vehicles has grown from 10.3 million in 2020 to around 12 million today, it’s clear that platforms like Stuurwiel are meeting a cultural and commercial need among Afrikaans speaking citizens.
“Stuurwiel is our answer to that need,” says Michael Pashut, Founder and CEO of ChangeCars and Stuurwiel. “It’s a full platform created with the Afrikaans community in mind, from how it looks and feels to how it speaks.” Pashut brings longstanding industry insight as the producer and presenter of All Things Motoring, now in its 10th season, airing on Ignition TV (DStv Channel 189).
From the terminology to the tone, every element of Stuurwiel is tailored to the community it serves. That means clear, pure Afrikaans, not diluted with slang or borrowed buzzwords. It means confidently using terms like “vuurwarm verkopers,” “sakpas rygoed,” and of course, giving the word “bakkie” the recognition it deserves. It proves that the language can handle every aspect of the online car trade, and do it humorous and with style all in one.
The platform also represents a broader movement toward more diverse and inclusive e-commerce experiences in South Africa. With digital engagement on the rise, Stuurwiel is well-positioned to meet people where they are, in a language and cultural context they trust. A large portion of this audience actively use social media and mobile browsing is their go-to, which makes Stuurwiel’s mobile-friendly design all the more essential.
The project was developed in partnership with Elemental, a Cape Town-based software and digital agency known for building platforms for ambitious brands. “This was a passion project for us,” says Angelo Zanetti, Co-founder and CEO of Elemental. “We always say tech should work for people. Not the other way around. Stuurwiel is an example of where tech meets people where they are, with no shortcuts taken. It’s built to be proudly Afrikaans from the ground up.”
Looking ahead, the team behind Stuurwiel has ambitious plans. While the initial focus is on the Afrikaans community, the long-term goal is to expand trade opportunities further across South Africa and to ensure that everyone has a chance to experience a platform that truly speaks to them.
For more information, visit: https://stuurwiel.changecars.co.za