Tarryn shows up the manne
Qualities drive her to big success in a macho world
TARRYN Knight smiles when she talks about changing people’s perceptions – and especially those of men. Tarryn sells bakkies – the ultimate refuge of macho manne – and when she first approaches men to talk about the virtues of Volkswagen’s Amarok, men “don’t take me seriously until they realise I know more than the average woman (and more than some men, mind you).”
It’s pretty similar with the Amarok itself, says Tarryn.
“The Amarok is an underestimated bakkie, and people think it is soft and well-presented (or in my case, feminine) – but it doesn’t mean that thing is ‘soft’. Strength and capability come from experience, integrity and hard work.”
She says she gets that look of surprise from men when they realise she knows exactly what she’s talking about.
“It’s the same suddenly-impressed look that men get on their faces when they see that the Amarok can do more than most bakkies out there. Who wouldn’t enjoy changing perceptions like that?”
Thinking a little bit more about men and their bakkies, she says: “If women had more confidence in themselves and their natural abilities, they’d see how much fun it is to drive big cars like the Amarok.
“There’s nothing you can’t do. I think men have made women nervous of bakkies so they can keep bakkies to themselves.”
She adds: “Many women are nervous to drive a big vehicle regardless of what it is so their response is often, ‘You want me to drive that?!’ or ‘I can’t drive that!’
“It’s a shame that women haven’t been encouraged and taught the same way that men are when they’re growing up.
“My father was always very encouraging of whatever interested me, and my husband has taken over where my dad left off, encouraging my ‘traditionally masculine’ interests. I wish more fathers and husbands would do likewise for the women in their lives. Girls can play with hammers and be feminine at the same time.”
Tarryn has always had a bit of the tomboy in her. As the eldest of three girls, her childhood was “filled with Barbies, ballet and all things nice”.
“But from an early age, I loved to work with my hands and make things. While my girl friends were being given houses, cars and patio furniture for their dolls, I received great joy from making these playthings out of boxes, toothpicks and whatever I could find around the house.”
At primary school, her father had to ask the principal if she could join the boys’ craft class instead of learning knitting, sew- ing and cooking with the girls.
“I spent a lot of playtime with my cousin and his mates who were all a year older than me. When I then attended an all-girls high school, my free time was still spent with my cousin. As teenagers, his friends knew I was off-limits (not to mention I was never much to look at) so I was treated like one of the boys. Being a teetotaller, I was always the only girl invited to their nights out because the boys needed a ‘responsible’, dedicated driver! This was my norm growing up and I still gravitate towards ‘guy things’ today.
“I wouldn’t call myself a tomboy, but I’m certainly not into the things that women traditionally are. I like to put effort into how I look but I don’t like going shopping.
“I enjoy food but don’t like cooking. I love spa treatments and expensive things that sparkle, but also dream about getting my hands dirty building a car with my husband in the garage one day. I’ll always pick watching rugby, golf and action movies over romcoms and dramas, and I’d rather stand around the braai talking nonsense and argue about cars than in the kitchen with the other wives. I can’t help it, it’s who I am!”
Her first car was a metallic blue 1980s Honda Ballade.
“I was the only one of my friends who had such a spacious car (with air-con) so we went everywhere in it.
“That suited me as I’ve always preferred being the driver to a passenger. My dad taught me valuable driving skills and I loved watching him work on the Honda when he needed to.
“I’m sorry he wasn’t around when I started working at Volkswagen.
“There was still so much I could’ve learnt from him and I know he’d have loved to share with me the many car-related experiences I’ve been blessed with, including a little high-speed off-roading with rally legend Sarel van der Merwe.”
Her first bakkie experience was in her early twenties, when she drove an Isuzu bakkie belonging to her grandfather.
“When I started working at VW I had to ‘fake it until I made it’ 4x4ing.
“My best memory of 4x4ing in my early days was when I took a Touareg up a grade 5 obstacle in the Free State to prove to my boyfriend at the time (who was driving his Land Cruiser up the same 4x4 track) that the Touareg was not a soft off-roader.
“None of the men were brave enough to sit in the Touareg with me, but they were the first to pat my back with impressed disbelief when I got to the top without any problems.”
After two years working in Lon- don in the UK, Tarryn returned to South African determined to become a brand manager for Volkswagen.
“I walked into the VWSA sales and marketing office and asked the receptionist if I could personally hand my CV to the marketing communications manager.
“She was so intrigued by this young, lanky girl arriving unscheduled to ask for a job directly from a member of top management that she called him to come down and meet me. I owe my career to that receptionist.”
After about three years as a brand manager and two as senior brand manager, she was promoted to manager of marketing research for the group (VW, VWCV and Audi).
After three years of research, she moved into Volkswagen Commercial Vehicles as the communications manager, and now, two years later, her responsibility has been increased to include the product portfolio and she’s currently the product and marketing manager for commercial vehicles.
Marketing the Amarok is a challenge in a market where bakkie buyers (mostly men) are fiercely loyal to their brand.
However, the vehicle is winning over many who were previously sceptical.
“It’s impossible not to be impressed by it. The Amarok has all the toughness it needs to work hard, without any of the roughness.
“Tough without rough; a combination of qualities I personally aspire to!
“Strength and capability come from experience, integrity and hard work,” Tarryn repeats.
She finds it very satisfying that she is responsible for the product.
“Marketing and events are often seen as a woman’s job, even within the motor industry, that’s why I’m thrilled to now be responsible for product too – and commercial vehicles product nonetheless.”
Diversity in any form – gender, race, age, background – is valuable to a team and a company, she says.
“The more perspectives there are around a boardroom table, the richer the outcome and more varied the solutions.
“One can’t say that ‘ women bring this and men bring that’, not any more. Men can be compassionate and women can be resultsdriven – it’s one’s experience and personality that bring different qualities to the table, not their gender.
“I don’t see myself as a woman, I’m a person.
“I can’t help but be disappointed when someone makes a stereotypical gender-based comment towards me because it shows they haven’t gone beyond my gender to see me for the unique individual I am – my value.”