“Take Up Space”: Melissa Mahdeb is Reshaping Car Buying for South Africans Using Psychology and Tech
- Melissa Mahdeb is bringing psychology and tech together to make car buying a better experience for South Africans
- She is also making space for women in the male-dominated automotive industry, pushing for mentorship and more leadership opportunities
- Her vision goes beyond selling cars, focusing on a connected ownership journey that keeps customers supported every step of the way
- In celebration of Women’s Month, Briefly News spoke to Mahdeb about her career journey, championing women and the future of the automotive industry
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For many people, buying a car is about more than just signing papers and driving off. It's a deeply personal experience, and Melissa Mahdeb understands that better than most.
Before taking on the prestigious position of Executive Head of Strategy and Technology Implementation at Cars.co.za, Mahdeb was taking pivotal first steps in her unconventional career path. Industrial psychology is where it all began. It is where her intrigue in the relationship between people's ideas and behaviour was sparked, and it is this interest in people that has remained at the heart of her evolving career.
Believing technology shouldn't just look good but should help people, Melissa brings together strategy, technology, user experience, and behavioural psychology to shape how South Africans experience the automotive industry. Her people-focused approach has birthed the goal of making this experience easier, more transparent and personalised.
“Everything I’ve done has remained rooted in understanding people and designing better experiences around their needs.”
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How she turns this goal into a lived reality
As the Executive Head of Strategy and Technology Implementation at Cars.co.za, Melissa ensures that plans don't just stay plans, but move beyond presentations into execution so that those plans benefit the people they're meant to. In her role, she describes herself as the link between big ideas and real results, and the teams she works with across the organisation allow her to make that possible.
Melissa and her team are connecting the dots to not only understand what customers need, but, with the help of AI, automation and data, get ahead of those needs before customers even know what they want.
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She is particularly excited about how technology is changing the way people interact with vehicles. Instead of simply helping customers buy cars, she sees an opportunity for the industry to support people throughout the entire ownership experience.
“The future of mobility won’t be defined by a single transaction; it will be defined by an entire connected journey.”
Speaking up in a male-dominated industry
Mahdeb’s rise did not come without challenges. Working in industries traditionally dominated by men, she has experienced moments when she was the only woman in the room or felt she had to work harder to prove her expertise. She says preparation, consistency, authenticity, and speaking up helped her build credibility.
Melissa sees women as bringing valuable collaborative, empathetic, and customer-focused perspectives to leadership and innovation. But she is quick to point out that women are not a one-size-fits-all group. For her, the real win is having different voices in the room because the people creating products should reflect the people using them. And simply having women at the table is not enough; they need to be heard, trusted, supported, and given real opportunities to lead.
Opening doors and lifting others
Her experiences have also shaped how she thinks about creating opportunities for other women. Melissa believes mentorship matters, but sponsorship can be just as powerful because influential leaders can advocate for talented people and open doors. She knows that people rise faster when someone believes in their potential before they fully recognise it themselves.
For Mahdeb, leadership is ultimately about people rather than titles. She takes pride in the teams she has helped build, particularly in seeing team members grow in confidence and take on challenges once considered beyond their reach.
Her message to young women entering automotive, technology, or digital innovation is equally direct: stop waiting until you feel completely ready. Take risks, remain curious, and trust yourself.
“Don’t be afraid to take up space, challenge convention and pursue opportunities that feel bigger than you think you’re ready for.”
From industrial psychology to automotive strategy and tech, Melissa Mahdeb’s career has taken a few unexpected turns. But there’s always been one thing tying it all together: understanding people and using innovation to make their experiences a whole lot better.
More Briefly News stories on Women of Wonder
- Kwanele Dlawa, a 2026 Women’s Month honouree, is using her skills and passion for automotive repair to challenge stereotypes, empower women and drive change in a male-dominated industry.
- Kayla Oliphant is a fearless South African spinner and stunt driver who is breaking stereotypes in motorsport while chasing her dream of becoming a professional film stunt driver.
- Razia Cassim turned her fear of speed into a successful drag-racing career, breaking barriers in a male-dominated sport while creating opportunities for more women and young people in motorsport.
Cars.co.za proudly sponsored Briefly News’ Women of Wonder 2026: Steering the Story in SA Motoring Women’s Month project, which celebrated women making their mark across South Africa’s motoring industry, just like Melissa Mahdeb.
Check out more women making their mark in motoring as part of the Cars.co.za-sponsored project here.
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Source: Briefly News
