Ton of Vibes’ campaign redefines SA bakkie culture

PEUGEOT South Africa is taking innovation beyond the road with its latest Ton of Vibes campaign – a bold activation designed to embed the PEUGEOT Landtrek into the cultural fabric of South Africa’s bakkie market. Running from 8 November to 20 December 2025, the campaign celebrates resilience, versatility, and connection – the very qualities that define the Landtrek.

Anchored by an unconventional series of mobile experiences, Ton of Vibes transforms the Landtrek’s load bin into a space for creativity and culture. Each vehicle has been converted into a mobile barbershop and DJ booth, travelling across Gauteng to bring communities together through music, grooming, and shared stories.

Despite a challenging start to the year for South Africa’s light commercial vehicle market, the PEUGEOT Landtrek has stood out for its strong performance – achieving a 29.8% year-on-year growth in local registrations (naamsa, 2025). The model’s success reflects its growing appeal among South Africans who value a bakkie that combines durability and practicality with a modern, lifestyle-driven design.

“At PEUGEOT, we see the Landtrek as more than a bakkie – it’s a symbol of progress, pride, and self-expression,” says Moeketsi Mapogo, South Africa and SSA Head of ProOne LCV Business Unit. “The Ton of Vibes campaign captures that spirit perfectly – taking the Landtrek into spaces that reflect real South African life, where craftsmanship, culture, and connection come together.”

Barbershops have long held a special place in South African communities – as spaces of identity, conversation, and creativity. By transforming these into mobile cultural hubs, PEUGEOT is illustrating how the Landtrek’s best-in-class load capacity and design enable meaningful, everyday experiences.

The mobile barbershop is more than a creative setup – it represents the entrepreneurial energy that drives South Africa’s townships and cities alike. Like the Landtrek, it’s built on hard work, connection, and versatility. Both are spaces where people come together, build confidence, and move forward.

Adding to this cultural connection, the barbershop has always been more than just a place for a haircut – it’s where people talk, laugh, and build community. Taking that spirit on the road with PEUGEOT feels natural – it’s about movement, expression, and staying true to who we are.

The Ton of Vibes roadshow will visit nine PEUGEOT dealerships across Gauteng over ten weeks, culminating in a live broadcast in partnership with 947 Radio, expanding the Landtrek’s reach from forecourts to airwaves.

Through this campaign, PEUGEOT continues to strengthen its footprint in South Africa, driving a connection between innovation, performance, and the people who define the country’s dynamic automotive culture.

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Media Access:

Media are invited to experience the Ton of Vibes activation in person at select Gauteng dealerships. Interviews and visual opportunities with PEUGEOT representatives, featured barbers, and DJs can be arranged upon request.