Essa Suleman

Essa Ebrahim Suleman serves as the chief executive officer of the Woodford Group, a position that places him at the forefront of one of South Africa’s most prominent vehicle rental and mobility solution providers. Leading the company he joined at an early age, Essa plays an essential role in shaping the Woodford Group’s future and expanding its reach within southern Africa and beyond.

His journey in both education and career started with a unique path. “After matriculating, I studied toward and attained my Private Pilot Licence (PPL), before joining Woodford,” he explains. His journey continued with advanced studies; in 2013, Essa completed an MBA at Wits Business School. This combination of hands-on industry experience and academic pursuit helped equip Essa with the skills to guide and grow the company.

Essa began his career at the first Woodford Car Hire branch in Woodford Grove in Durban. Recalling his first role, he says, “My first job was as a rental agent, and I was trained on the front desk by Mr. Zufer Khan – an employee who is still with the company today.” Starting at the grassroots level of Woodford Car Hire gave Essa a firsthand understanding of the customer experience and the daily operations of a car hire business. His foundational experience at the front desk has remained a core element of his leadership style as CEO, giving him insights into every aspect of the customer experience and operations.

Commenting on his purpose Essa says, “My purpose is very much similar to that of the company – I want to provide value to every person that I come into contact with through our business,” he says. Essa’s philosophy is grounded in creating positive impacts not only for customers but also for his team and business partners. “Whether it’s our people, our customers, or our suppliers – everything we come across, touch, or feel, we’ve got to make this world better than it was before we got here. We have not lived if we have not added value,” he shares passionately.

Among many achievements, Essa highlights a significant milestone with pride: “I feel that becoming a partner of Enterprise (the world’s largest car rental company) in southern Africa was a momentous achievement in our history.” This partnership with a global industry leader represents the Woodford Group’s commitment to excellence and its reputation within the car rental industry. However, Essa’s vision of accomplishment goes beyond accolades and partnerships. He says, “What would make me feel the most proud and the most accomplished would be when every single customer and employee is completely satisfied with our business.”

BE HUMBLE
Reflecting on words of wisdom that have guided him, Essa shares a profound piece of advice from his late brother, the former CEO of Woodford. “One of the pieces of advice was, ‘Be humble. Take a moment and be grateful for what you have,’” he recalls. Essa believes that gratitude is often overlooked in the fast-paced world of business. “The further and faster a journey goes, the easier it is to forget gratitude,” he notes. “We tend to only think in terms of what we don’t have and what we still need to achieve. Stopping every once in a while to be grateful is something that, I hope, grounds me and reminds me to be humble,” Essa adds.

In the ever-evolving business world, challenges are constant, and Essa’s journey has been no exception. Reflecting on his approach to adversity, Essa says, “We have new challenges every single day. It’s often the case where every new challenge feels like it’s the greatest one we’ve faced up to that point.” For Essa, facing obstacles is about resilience and a determined mindset. He shares his strategy: “I don’t know which was my greatest, but I do know that I’m not the type to rest until we’ve put the challenge to bed. We pray, we prepare, and we then face each one head-on. The minute you believe that you can do something is the moment you’ve solved half of it.” Essa’s approach to overcoming challenges has enabled the Woodford Group to navigate difficult situations and to grow.

FORWARD THINKING
Essa emphasises the importance of resilience and optimism when motivating his team, especially in challenging times. “We are a resilient bunch that appreciates everything we have rather than looking back at what we could have had,” he explains. This outlook helps his team stay focused and energised, even when facing conflicts or obstacles. Essa believes that forward-thinking and positivity are key to keeping morale high. “Everything around us looks positive, despite the scenario,” he adds.

Essa finds inspiration in results, a driving factor that influences his leadership and decision- making. “I’m a results-driven person, so I’m very much inspired by results. Good or bad, exceeded or missed targets, success or failure; the results inspire the efforts and decisions required,” he says. He also draws inspiration from nature, describing how, “the vastness of it brings things back into perspective and makes it all seem so small. It helps me try to do even more and take on more.”

As a CEO of a KwaZulu-Natal born company, Essa is deeply committed to contributing to the province’s growth and development over the next five years. He explains Woodford’s goal: “Our vision at Woodford is to bring mobility solutions to all.” Essa hopes to expand the company’s footprint across KZN, offering mobility solutions to enable people to “move, grow, and thrive through our services and footprint.”

Essa lives by the motto: “A winner is a dreamer that never gives up.” This saying encapsulates his journey, reflecting the resilience and determination that have defined his leadership at Woodford. With a focus gratitude and relentless pursuit of his dreams, Essa is poised to lead the Woodford Group to new heights.