The Aerospace, Maritime and Defence Industries Association of South Africa (AMD) has unveiled its new vision and mission as it charts a new direction for the defence industry.
The launch, held on Monday in Pretoria, was attended by key players in the security and defence community, including Lieutenant General (Ret) Fabian Zimpande ‘Zakes’ Msimang, freshly elected AMD Chairpersonship, and Sandile Ndlovu, AMD Executive Director.
“Opening the new AMD Vision and Mission is our profession’s renaissance moment on strategy,” declared Msimang. “A renewal grounded on relevance, growth, and innovation as a counter-reaction to the fast-changing international defence and security environment.”
Its new Vision is to “be the recognised leader of the South African defence and national security industry locally and globally” with its Mission to “promote, defend and service the aggregate interest of its members through production, localisation, transformation, innovation, development of skills, co-operation of the industry and emphasis on export within the fields of aerospace, marine and terrestrial based sectors.”
“With over 30 years of diligent toil and dedicated service to the South African defence industry, the Aerospace, Maritime and Defence Industries Association stands proudly on the threshold of a new and exciting chapter,” Ndlovu stated.
“With great energy and a very clear sense of direction, I am introducing AMD’s new Vision and Mission – a vision centered on creating the future of our industry and a mission committed to making it viable for the long term in our region and around the world.”
Ndlovu further explained AMD’s new direction by grounding it on five pillars of focus: “Profitability and sustainability – creating the business health of our industry to make it stronger and more competitive in the world; planning certainty – encouraging clear, consistent defence planning horizons and content to provide stability and direction; home market benefits – research and development, innovation, and preferential access within our home market; government support for export – working with government to access new markets, simplify trade, and promote South African defence excellence abroad and responsible corporate citizenship – ensuring our actions reflect integrity, transformation, and a strong social conscience, as we build an inclusive and future-ready industry”.
He emphasised that these guiding statements are more than words; they reflect AMD’s commitment to act decisively in advancing the common interests of the South African defence industry.
Ndlovu also stated that: “increased focus is premised on the understanding that by unity and common vision alone, we will be able to guarantee the prosperity and viability of our industry in a more complex global landscape.”
The event featured government officials, industry leaders and foreign guests, including Turkey’s Ambassador Sam Fidelis (accredited to Lesotho and Eswatini), Armscor Board Chairperson Dr Lesiba Alex Mahapa, and Deputy Minister of Defence and Military Veterans Bantu Holomisa, who added their gravitas to the recommitment of South Africa’s defence innovation agenda.
Ndlovu also seized the moment to formalise appointing Msimang to be new AMD Chairperson – something which he described as both “historic” and “strategically imperative”.
“Msimang brings enormous experience, strategic vision, and unwavering dedication to the principles we cherish,” Ndlovu said. “His appointment speaks not only to continuity but to a new strategic direction for AMD.”
“Exile-born, Lieutenant General Msimang’s exemplary career includes military training in the Soviet Union, combat as an Umkhonto WeSizwe operative, and a leading role in post-apartheid integration and transformation of the South African National Defence Force. His term of office as Chief of the South African Air Force from 2012 to 2020 showcased his abiding passion for transformation, policy formulation and thinking.”
Msimang’s call to action and innovation
Stepping back onto the podium, Msimang didn’t pull any punches in outlining the way forward. His keynote address was a call to action to all the stakeholders in the government, industry, and civil society.
“The challenges that we face are not obstacles – they are springboards,” he emphasised. “They give us the opportunity to redefine South Africa’s position in the international defence space using indigenous solutions.”
He called for a paradigm shift in partnerships – most notably Public-Private Partnerships (PPPs) that will allow South Africa to transition “from consumer to innovator” in land, sea, air, cyber, and space.
“Our industry must inspire confidence not just as a safe and stable provider of security capacity, but as an economic development driver, youth and women empowerment agent, and national innovator,” he asserted.
Msimang further promoted African intellectual property protection, localisation of technological development, and educational collaboration on both excellence and Africanness. “This is the time to buy and build African – buy and build South African,” he declared.
In his vision of going international, Msimang reaffirmed AMD’s commitment to positioning the global advantage of South African defence capabilities. “We must position our products, our technologies, and our people in the world with confidence,” he said. “This is not a time to step back. It’s a time to lead.”
Towards the future: A unified industry vision
“As AMD embarks on this new chapter, we do so with appreciation for the heritage that has been created and resolve to build a future where the South African defence industry not only survives but flourishes,” Ndlovu stated.
“We call on all stakeholders, partners, and members to join us on this journey: together in purpose, ambitious in spirit, and resolute in our pursuit of excellence.”
“Let this day mark not an end, but a beginning – a canvas we’ve only just started to paint,” Msimang said.
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