Shell is looking to bring more small automotive businesses into its lubricants network, with five entrepreneurs in the Western Cape set to receive branded business units and support to grow their operations.
The Shell Lubricants Powershop Programme is targeting mechanics, motor body repairers and auto-spares retailers, particularly those operating in township and rural areas.
Five successful applicants will receive container-based enterprise units, access to Shell lubricants, promotional materials and business support.
The opportunity comes as small businesses continue to play a role in South Africa’s automotive aftermarket.
According to the Retail Motor Industry Organisation’s 2025 annual report, the automotive aftermarket has more than 22,000 businesses, with about 80% classified as small and medium-sized enterprises. Supporting more than 300,000 direct jobs and contributes about 2.1% to South Africa’s GDP.
A physical base for small businesses
The physical enterprise units are a key part of Shell’s offering.
For small automotive businesses operating from informal or limited premises, having a dedicated retail space could give entrepreneurs a more visible base from which to sell products and serve customers.
Ngqiqo Mahlutshana, channel development manager for Route-to-Market at Shell Downstream South Africa, said the programme is intended to open up opportunities for emerging entrepreneurs in the lubricants sector.
“The Shell Lubricants Powershop Programme, working alongside the Shell LiveWIRE Programme, is aimed at driving inclusivity within the lubricants sector while creating opportunities for emerging entrepreneurs to become part of the Shell Lubricants network,” said Mahlutshana.
The programme also gives selected businesses access to Shell products and marketing support, linking them to the company’s wider lubricants network.
A route into the lubricants market
The Powershop programme forms part of Shell’s wider Lubricants Distribution Network, which has different pathways for entrepreneurs and existing automotive businesses.
The Powershop option is aimed at entrepreneurs in township and rural areas, while Shell also has programmes supporting existing motor-spares outlets and independent workshops.
Businesses participating in the wider network can receive support that includes product marketing, training and rewards, customer-growth support and management assistance.
For the Western Cape opportunity, applicants must be at least 18 years old, be South African citizens residing in South Africa and have previous entrepreneurial experience.
They must also operate in a township or rural area and have approved access to land or a suitable site where the container can be installed.
Targeting township and rural business
The company says stronger local businesses can have an economic impact beyond the entrepreneurs who receive direct support.
When the Shell Helix Powershop model was launched, Ade Ajala, then general manager of Global Commercial and director of Shell Downstream South Africa, said the initiative was part of a broader effort to make Shell more relevant to communities.
“This is not just an ordinary opening of a new site but the start of a critical part of our strategy to make a meaningful impact in local communities,” Ajala said.
The current programme follows that broader model by combining physical retail infrastructure with access to Shell products and business support.
Mahlutshana said stronger local enterprises could also have an impact beyond individual businesses.
“The success of local businesses has a ripple effect that extends well beyond the enterprise itself. Stronger businesses can contribute to thriving communities, support livelihoods and inspire future entrepreneurs,” he said.
Applications will close on 4 September 2026.
