JOHANNESBURG - Peugeot South Africa has unveiled a bold new content series titled Most Dirt Wins, a campaign designed to spotlight the endurance, capability, and toughness of the Peugeot Landtrek by placing it – quite literally – on some of the country’s toughest roads.
In the premiere episode, two teams of adventurers set off on a four-day challenge across the Eastern Cape, with Coffee Bay as their final destination. But this isn’t a race in the traditional sense. Instead, victory belongs to the team that covers the most kilometres of dirt road, highlighting the rugged terrains the Landtrek is purpose-built to conquer.
Episode 1 follows Team Soban & Joe and Team Jacob & Komoto as they depart in opposite directions, each tasked with summiting iconic mountain passes such as Joubert’s Pass and Landin’s Neck. Along the way, they encounter steep climbs, loose gravel, fading daylight, and postcard-worthy views — a powerful reminder of why the Eastern Cape remains one of South Africa’s most dramatic landscapes.
The episode blends unscripted adventure, light-hearted team banter, and real off-road challenges that put the Landtrek’s 4x4 engineering to the test. From tyre air-downs and tight winding passes to navigating unexpected obstacles, the series positions the Landtrek as both “pretty tough” and adventure-ready.
As daylight slips away, strategic decisions must be made — including whether to push for additional passes or accept penalties. The result is an engaging narrative that feels part travel documentary, part endurance challenge, and part celebration of South African terrain.
Episode 1 concludes with all teams reaching the mountain town of Rhodes after a demanding day on the road. With three days still ahead, the series promises more exploration, more off-road grit, and even greater tests of the Landtrek’s capability.
Most Dirt Wins is Peugeot’s latest storytelling-led campaign, merging entertainment with product demonstration in a way that feels authentic, adventurous, and distinctly South African.