"It has been great for us to reflect on 50 great years of motoring in South Africa and 50 great years of Car magazine, but with maturity comes the challenge of staying fresh and relevant and to do that we are constantly re-inventing our content and strategies," comments publisher Stuart Lowe.

50 the new 30

"They say 50 is the new 30 - which feels about right for where the Car brand connects with its readers. Car is 50 years young and looking forward to the next decade with great optimism."

The February issue - which went on sale beginning of the week - has been in the pipeline for nine months and has been well-supported by advertisers, who entered into the spirit of the retrospective by placing both old and new adverts in the birthday issue, enabling the magazine to achieve its biggest and best motoring package ever.

Industry personalities, correspondents, readers and former staff have all contributed their memories and anecdotes to what is intended to become a collector's item - this in addition to the incisive road tests, driving impressions and racing reports that have built Car's reputation as a reliable, credible resource over the past 50 years.

Ad campaign

Consumers are being advised of special edition through an ad campaign on DStv and on all major radio stations. TV 3's Car torque will devote its episode of 28 January 2007 to Car's anniversary.

Clients and industry friends, as well as the full Car team, will share in birthday festivities at the Coca-Cola Dome in North Riding on 9 February. A tribute to Car - presented by Brand Pretorius, CEO of McCarthy Motor Holdings - will kick off the celebrations. Guests will be the first to share in the unveiling of Car's Top 12 Best Buys for 2007 and will be entertained at a performance of the Jeremy Clarkson MPH Show, before partying into the night.

[24 Jan 2007 14:34]

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