..:: AUTO REPORT AFRICA ::..
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(By Olaolu Olusina) Daimler trucks are very popular and feasible on the African roads. With strong presence in key countries such as Kenya, Mali, Cameroon, Sudan, Nigeria, DRC, Gabon, Senegal, Angola and Ivory Coast, the great performance of the Mercedes-Benz trucks in the African market speaks volumes of their reliability.
In Nigeria, for instance, the reception for, and patronage of the Mercedes-Benz Actros and other Daimler trucks have been fantastic over the years, going by the sales figure. Mercedes-Benz Actros has been making waves in the Nigerian market for more than two decades . The experience has been the same in the other African markets and industry watchers have been wondering what could have been the ‘magic wand’ for the great success .
Rodrigue Kajio, Regional Sales Manager, Mercedes-Benz Trucks – Regional Centre Africa at Daimler AG and Mirko Plath, Managing Director/CEO of Weststar Associates Limited, authorized general distributor of Mercedes-Benz vehicles in Nigeria, provided some insights into the success story of Mercedes-Benz Actros in the African markets.
Both Kajio and Plath, in separate engagements with AUTO REPORT AFRICA, revealed the secrets behind the success of Mercedes-Benz Actros, the reliable Daimler truck that has been plying the African roads for the past two decades.
Kajio spoke, in an email correspondence, through Dibyojyoti Dey of the Mercedes-Benz Network Development (Central Africa), Daimler Commercial Vehicles MENA FZE, Dubai, United Arab Emirates.
He said: “Since the past 20 years Actros has been plying the African roads, many of these Actros trucks have clocked mileage beyond million kilometers. Some of them are still running on their first ever engines and have had no major breakdowns. It is not unusual for the Mercedes-Benz Actros, as it stands for robustness and reliability. Trucks with a star are a good investment and our customers know that the Actros is a real ‘Truck you can Trust”.
Mirko Plath corroborated this in a chat with this reporter on the sidelines of the launch of Weststar’s new stakeholders’ engagement campaign, Connect 1.0, at the annual get-together with auto journalists recently in Lagos.
According to Plath, Actros has been a major success in the Nigerian market because of its reliability and dependability.
He maintained that Mercedes-Benz offers efficient customer service and after-sales support with dedicated staff to Actros to respond to the needs of their customers. Aside this, according to Plath, Mercedes-Benz also requests its fleet customers to release their drivers for special training with Mercedes-Benz trucks prior to delivery so as to equip them with the necessary techniques of handling the trucks in order to reduce breakdowns. Plath disclosed that these, among others, have ensured the success of the Actros truck in Nigeria.
The success of Actros and other Daimler trucks, notwithstanding, some local brands are also coming up from new plants such as Dangote Sinotruk West Africa and Mitsubishi FUSO with aggressive plans for the regional market as well. The fear is that these new entrants may pose a threat to Daimler’s share of the market.
Kajio and Plath expressed concern about the competition but maintained that customers of Daimler trucks are delighted with Mercedes-Benz products and customer service, saying the quality and reliability of Mercedes-Benz trucks are the cutting edge that will be difficult to match .
Kajio explained : “Daimler Trucks covers the complete commercial vehicle portfolio from Light Duty Trucks and Vans, to Extra Heavy Duty Trucks and from Minibus coaches with a multi-brand approach. Across all segments, Daimler offers product that fits best our customers’ needs.
“By the way, please note that both Mercedes-Benz trucks and FUSO are Daimler Trucks brands. Brand positioning and targeting will be well orchestrated. As the global No.1 commercial vehicle manufacturer, Daimler Trucks uses the strength of both brands to offer a wide range of options for the customer’s needs.”
He added that “Daimler Trucks cover a wider area in Central Africa with 10 GDs, selling both FUSO and MB trucks and offering quality customer services.”
Allaying the fears of the competition from China, the Daimler Trucks Regional Manager said: “On the development of Chinese manufacturers in general, they profit from economies of scale due to their largest home market. Also,Chinese government supports Chinese industries in infrastructure projects in Africa. “
He however maintained that though “Daimler takes Chinese competitors seriously… we lead in technology and services.”
The Weststar’s managing director also agrees that the competition from Chinese manufacturers is a bit worrisome which, according to him, is normal in business.
He said it’s normal to be worried considering the prices being offered by the competition. However, he maintained that Mercedes-Benz offers a great value that cannot be matched and that’s what they are selling to their customers. He disclosed that the resale value of Mercedes Benz trucks is up to 60% after eight years. That, among many others, he affirmed, is the cutting edge for Mercedes-Benz and the customers are left to make their choice .
On the general outlook for 2018 and new products to expect from Daimler Trucks, Kajio said: “ 2018 looks promising. Global growth is expected to get stronger as the recovery in investment, manufacturing and trade would continue. Most of the developing African economies depended on commodity exports are expected to benefit from the firming commodity prices.
“In 2018, Daimler will launch All-new Actros and Arocs across 40 central African markets in a phased manner. The All- new Actros and Arocs will come with powershift & Euro 3 version. It will be more RELIABLE, more Efficient, more Robust, more VERSATILE, more SAFE and more APPEALING.”
