How Brenda Mokgadi Lamola Built TWJ Tyres into a Trusted Name in Polokwane’s Auto Industry

How Brenda Mokgadi Lamola Built TWJ Tyres into a Trusted Name in Polokwane’s Auto Industry. In a sector long dominated by men, Brenda Mokgadi Lamola has carved out a remarkable place for herself and her brand. As the founder of TWJ Tyres, a 100% black female-owned business based in Polokwane, Brenda is more than just a businesswoman. She is a trailblazer who is rewriting the rules of the tyre industry and proving that women can thrive in every lane.

TWJ Tyres is more than a tyre shop. It is a full-service operation that covers tyre fitment, repairs, wheel balancing, and beyond, ensuring that every driver who visits leaves the shop with peace of mind. The brand’s growth and credibility are reflected in its RMI (Retail Motor Industry) and TAPA (Tyre, Accessories, Parts Association) accreditations, giving clients the assurance that they are dealing with a trusted and professional service provider.

Starting with a Vision

What sets Brenda apart is not just her technical understanding of the industry but her vision for creating a business built on service, trust, and professionalism. She saw a gap in the Polokwane market for a tyre business that would prioritize customer relationships as much as technical expertise. By positioning TWJ Tyres as a brand people could depend on, she quickly built a loyal customer base.

This highlights a powerful entrepreneurial lesson: in industries where products and services seem similar, trust and reliability can be the ultimate differentiators.

The Power of Accreditation

Securing RMI and TAPA memberships was a turning point for TWJ Tyres. These recognitions not only validated the business’s professionalism but also gave customers the confidence to choose TWJ over less formal competitors.

For entrepreneurs, this illustrates the importance of industry accreditation. Whether in automotive, hospitality, or any other field, formal recognition builds credibility, helps attract bigger clients, and sets a business apart in competitive markets.

Overcoming Challenges with Resilience

Like any growing business, TWJ Tyres faced hurdles. The automotive sector can be demanding, requiring both technical skill and significant capital investment. Brenda had to navigate these challenges while also breaking stereotypes as a woman in a male-dominated industry.

Her resilience became her greatest asset. By staying focused on service excellence and maintaining high standards, she showed that perseverance can turn obstacles into stepping stones. For entrepreneurs, the lesson is clear: challenges are inevitable, but how you respond defines the trajectory of your brand.

Marketing with Community in Mind

TWJ Tyres has also grown by staying rooted in its community. Situated at 103 River Street in Ladine, Polokwane, the shop is strategically placed to serve a wide range of motorists. Word-of-mouth referrals, coupled with a reputation for honest service, have helped the business expand its customer base.

This demonstrates a vital strategy for entrepreneurs: marketing does not always need to be flashy or expensive. Community trust and positive customer experiences can be the most powerful marketing tool of all.

Innovation in Service Delivery

Beyond basic tyre sales and repairs, TWJ Tyres focuses on providing complete road safety solutions. From wheel balancing to detailed inspections, the brand ensures that customers understand the importance of proper maintenance. This proactive approach has helped position TWJ not just as a service provider, but as a partner in road safety.

Entrepreneurs can learn from this by asking themselves: how can my brand go beyond the basics and add real value to the customer’s life?

Creating Opportunities Through Leadership

Brenda’s journey is not only about personal achievement. Through TWJ Tyres, she has created employment opportunities and inspired other women to see the automotive industry as an open field. Her story serves as a reminder that entrepreneurship is not just about profit but also about impact.

Lessons Entrepreneurs Can Apply

• Build on trust: Service reliability can make your brand stand out in crowded industries.
• Seek accreditation: Formal recognition boosts credibility and widens business opportunities.
• Face challenges with resilience: Obstacles are part of growth, embrace them as lessons.
• Leverage community trust: Word-of-mouth is still one of the most effective marketing tools.
• Add value beyond the product: Customers return to businesses that go the extra mile.

Closing Thoughts

From breaking industry barriers to earning recognition through professionalism, Brenda Mokgadi Lamola’s journey with TWJ Tyres is a story of vision, courage, and impact. Her success demonstrates that with resilience, strategy, and a commitment to service, any entrepreneur can build a brand that not only thrives but also uplifts its community.