A Car Company Says It’s Solving Youth Unemployment. Here’s What We Know.
Youth unemployment isn’t a statistic — it’s your cousin who graduated two years ago and is still job-hunting, your friend who took an unpaid internship just to get a foot in the door. Now, an automotive group is claiming it has an answer. DigiCars Group has launched a Cadet Programme promising young people a real entry point into the automotive industry — no experience required.
What the Programme Actually Offers
The DigiCars Cadet Programme is designed to give young candidates hands-on, practical experience in the automotive sector — an industry that has historically been difficult to break into without connections or credentials. The programme targets those who have the hunger but lack the opportunity.
DigiCars Group operates multiple automotive brands, including Digi Cars, Olgar’s Auto, Chery Sandton, Chery Northcliff, and Omoda Sandton, all under the iCar Technologies umbrella. The group is headquartered in Sandton and delivers new and certified pre-owned vehicles across South Africa.
The Company Line — And Why You Should Read Between It
Asheen Dayal, Chief Marketing Officer of DigiCars Group, framed the initiative in sweeping terms. “This isn’t just about moving cars, it’s about moving South Africa forward,” he said.
He went further: “For many South Africans, a first car represents freedom — whether it’s getting to work, college, or taking a family member to a clinic. DigiCars Group is committed to putting that pride and independence within reach.”
It sounds good. But young, skeptical readers will rightly ask: how many cadets are actually being hired? What are the wages? What happens after the programme ends? Those details remain publicly unavailable — and that silence matters.
Why This Still Matters for Young Africans
Corporate programmes targeting youth unemployment are not new, and many have delivered more press releases than paychecks. But the automotive sector does represent genuine, scalable employment — from sales and logistics to tech and customer service.
If DigiCars follows through on the promise, a structured cadet pathway could be a legitimate model worth replicating. If it doesn’t, it joins a long list of initiatives that used young people’s desperation as a branding opportunity.
The Bottom Line
The DigiCars Cadet Programme has potential — real potential. The automotive industry needs young blood, and young Africans need industries willing to take a chance on them. But potential means nothing without accountability.
Watch this space. And if you apply — ask the hard questions before you sign anything.
