With truck makers seeing booming demand as many African economies grow fast post-Covid, their focus is on delivering top-notch vehicles as well as customized support and cutting-edge technology to keep customers moving.
Truck makers speaking with Plant & Equipment are bullish on the outlook for truck sales in Africa and the broader region including the Middle East.
“The trucks business in Africa is set for significant growth, fueled by post-COVID economic recovery and increased investment in infrastructure and logistics,” said Anurag Mehrotra, Head – International Business, Tata Motors Commercial Vehicles.
“The overall outlook is positive, with notable opportunities for volume expansion across various sectors. As governments, private companies, and international investors continue their investments, the trucking industry is on track to become more efficient, sustainable, and resilient,” says Mehrotra.
Similarly, UD Trucks is seeing strong results in key markets, said Wahaj Malik, UD Trucks GCC Sales Director. “Business is thriving, with record-breaking sales and a strong performance across the Middle East, East and North Africa [MEENA] region in 2023.”
UD Trucks is expanding in East Africa, where it has secured second place in market share in Uganda. Plans to manufacture a local truck assembly plant in Kenya underscore its growth trajectory, says Malik.
Additionally, the truck maker saw a double-digit increase in retail sales in Saudi Arabia, driven by the launch of its Euro 5 range, as well a triple-digit increase in truck sales in the UAE, particularly in the waste management sector.
“Looking ahead, 2024 is shaping up to be an even stronger year for UD Trucks, with expectations for continued growth and success across all our key markets,” says Malik.
Tata Motors offers a comprehensive portfolio of vehicles tailored to the African market, including both Left Hand Drive (LHD) and Right Hand Drive (RHD) configurations for its commercial vehicles. Within the heavy-duty segment, the three key offerings are tractor heads, multi-axle trucks, and tippers catering to diverse applications including infrastructure, logistics, and mining among others.
Both the Prima and Signa family of trucks are offered in the tractor heads segment, ranging from 40 to 60 tonnes. In the multi–axle trucks category, LPT, Signa and Prima platforms are offered ranging from 25-42 tonnes, while the tipper segment boasts multiple options within 25-47 tonnes to service the requirements of the mining, infrastructure and construction segments, says Mehrotra.
All the trucks feature robust engineering and tailored solutions that meet specific market demands and ensure customer profitability, he says. “Our vehicles feature state-of-the-art engines and undergo rigorous testing across varied terrains, ensuring reliable performance in diverse duty cycles.”
Other aspects that help boost productivity include low total cost of ownership (TCO), thanks to optimised fuel efficiency and reduced maintenance costs; comfort and safety, such as measures to beat driver fatigue; extensive after-sales support, and even vehicle financing through banks and other financial institutions.
Mehrotra says that the truck maker engages extensively with customers globally to understand their current and future requirements in order to stay ahead of the curve. “We believe we are well-placed with a comprehensive product portfolio across the African region and will introduce newer models and technologies at an opportune time as the market evolves.”
Key models for UD Trucks in the heavy duty segment include the Croner and Quester ranges. Malik describes the Quester as “a complete solution that combines first-class fuel efficiency with durability, making it a highly effective choice for various applications.”
“The design of the Quester model is centred around the maximisation of productivity, a strong selling point for us throughout the decade since the truck was launched.”
Malik points out a number of features including a refined engine configuration and UD Connected Services, which enables real-time vehicle tracking and geo-fencing to enhance efficiency and reduce operational costs. The Quester range’s versatility allows for easy superstructure installation and adaptation to various applications. Features including the ESCOT automated manual transmission, retarder, electrical cab tilt, and engines with higher horsepower, make it well suited for meeting today’s transport challenges, says Malik.
In the logistics segment, the Croner range aims to meet growing demand for efficient, reliable, and environmentally-friendly vehicles, with an emphasis on durability and fuel efficiency. Headline features include advanced telematics for real-time monitoring and management and a robust engine that delivers superior fuel economy. The Croner is available with manual transmission, while another option is an Allison automatic transmission that is factory-fitted, ensuring smooth stop-start operations, improving drivability and reducing driver fatigue.
Driver comfort is also prioritised with ergonomic cabin designs, advanced safety features like lane change assistance and automatic braking, and improved drivability, ensuring a comfortable and safe driving experience. The Croner trucks are also well-suited for light construction, waste management and other municipality applications, says Malik.
“As we cover the MEENA region, which is known for its tough terrain and extreme weather conditions, we understand the challenges our customers face. More importantly, we study those challenges to ensure our customers overcome them. With the challenge of the environment, the build of our Quester and Croner comes into play. They are engineered and designed to be driven across such harsh conditions,” he says.
Ensuring maximum uptime and productivity typically requires a mix of traditional – including service network and driver training – as well as high tech solutions such as vehicle monitoring or driver assist features.
Customers today having a “growing expectation for 360-degree solutions,” says Tata Motors’ Mehrotra. “To support this, we offer a comprehensive range of vehicle lifecycle management solutions, including extended warranties, customized value-added services, annual maintenance contract packages, and fleet management services.”
That’s backed by an aftersales network of 295 touchpoints across Africa, helping to minimize downtime by providing genuine spares, timely maintenance and repairs.
The trucks themselves also have various on-board features designed to improve drivability and help reduce those driver habits that lead to increased wear and tear. For example, Gear Down Protection helps prevent frequent downshifting, protecting the engine and transmission while ensuring smoother operations; and Vehicle Acceleration Management controls acceleration rates to improve fuel economy and reduce engine wear.
Meanwhile, Tata Motor’s connected vehicle system Fleet Edge is also available in select markets, enabling real-time monitoring of vehicle health, meaning that operators can carry out proactive maintenance and reduce the risk of unexpected breakdowns.
It also means fleet managers can monitor vehicle and driver performance in real-time. “This allows for the monitoring of driving patterns, potential fuel theft, and overall vehicle usage, ensuring optimal fleet management and efficiency, which is critical for maintaining project timelines and budgets,” explains Mehrotra.
Speaking to overall productivity, UD Truck’s Euro 5 Quester and Croner models feature extended service intervals and improved fuel efficiency, which reduces the need for frequent maintenance notes Malik.
The truck maker service agreements come in two main forms: UD Trust Standard and UD Trust Ultimate. The Standard is a pure maintenance contract that goes beyond just oil changes, and includes vehicle inspections, filter and oil changes, torque adjustments, and vehicle walkarounds to check components for potential issues.
The UD Trust Ultimate is a full Repair & Maintenance (R&M) contract that provides comprehensive protection for the entire vehicle, from bumper to bumper, excluding tyres and batteries. “This agreement covers all maintenance and repairs, giving customers the confidence to operate their vehicles while managing costs effectively,” says Malik.
“Vehicles serviced under our contracts retain their full warranty in the first year and driveline warranty in the second year, and well-maintained vehicles have a higher resale value, enhancing the long-term investment.”
Meanwhile, a heavy focus on localisation and training helps to improve the overall UD Trucks customer experience. That incudes an assembly plant in Saudi Arabia, its largest market in the region, and the upcoming assembly plant in Kenya. “This localisation allows us to tailor our products and services to meet specific regional needs and ensures faster delivery times,” explains Malik.
The truck maker offers comprehensive training programmes, totalling 4,500 hours, with a focus on technical skills, soft skills, and driver training. It can be offered by its Competency Development Centre in Dubai. Initiatives like the Driver Guard programme and other training activities enhance operational efficiency and safety during a compressed time frame.
“This training not only enhances operational efficiency and safety but also equips our customers with the knowledge and skills needed to maximise the performance and longevity of their vehicles.”