Trucking innovator, IVECO, fresh from launching its new image, logo and trucks in Barcelona last year, remains focussed on a sustainable transformation into the future respecting people and the environment.
The Middle Eastern market is rapidly evolving. With governments investing heavily in a multitude of sectors to diversify their economies, there is an increasing demand for materials handling equipment, transportation equipment as well as commercial trucks. “The Middle East region is a crucial geographic area, not only for its position but also for the abundant presence of raw materials,” says Shahram Falati, Business Director of IVECO Africa & Middle East. Commercial trucks are gaining in popularity in the MENA (Middle East and Northern Africa) region for their use in specific sectors such as mining, oil & gas, and construction.
The last three years have seen major events and projects happening here – the Dubai Expo 2020, large-scale construction projects such as the Kuwait Bridge and the Metro in Riyadh. All these have needed massive government investments leading to heightened demand. “It’s a clear opportunity, our expansive product line-up from logistics and transport to construction, oil and gas tick all the boxes. Saudi Arabia, UAE and Oman are our biggest markets, Iraq as well,” adds Falati. In Iraq from 2021, IVECO has made considerable in-roads with its heavy-duty range – the IVECO S-Way and IVECO T-Way trucks, for both on-road and off-road missions.
IVECO is focussed on getting to know its customers and is introducing, following the actual regulation, the Heavy Range “DRIVE THE NEW WAY’ in the regional market with events organized in collaboration with its dealers. “Our trucks have seen a positive response from our clients for not only these heavy-duty trucks but also our light range,” continues Falati. He places a lot of importance on their dealer network: “A sound dealer network ensures a quick aftersales service and easy availability of spare parts. That is one of our substantial strengths as our dealers are spread out all over the Middle Eastern countries,” he continues.
The launch in Barcelona – November 2023
Last year in Barcelona, IVECO presented its renewed product and service range for Euro VI countries. “This event was organised to draw attention to the company’s intent, which is to move into the future with our MY24 range, a state of-the-art product that comes complete with a full set of aftersales solutions,” adds Falati. With this event, IVECO also displayed its new brand identity which is a new logo that comes with a flash of blue that represents the entire concept of this transformation. IVECO invested a billion Euros (the biggest investment the company has made till date) to renew its entire range. This revamp is based on the company’s four main pillars – business productivity, driver experience, sustainability, and connectivity.
The innovations in the MY24 range are built around customers and to make drivers’ lives easier while carrying out their jobs. The main improvements of the MY24 range relate to propulsion, hence the introduction of a new engine in the heavy vehicle segment as well as ergonomics to make the experience driver-centric with a car-like functionality. It comes with a bigger goal – that of sustainable transformation. IVECO intends to develop electric versions of its light and heavy ranges with responsive and improved internal combustion engine vehicles.
“Our products for the Middle East have to fulfil the regional regulations,” says Falati. The MY24 range is only available in the Euro VI markets. IVECO intends to offer its new product line-up as soon as the region introduces this European Emission Standard.
IVECO’s Heavy Range ‘DRIVE THE NEW WAY’
Middle Eastern customers have access to IVECO’s Heavy Rang which includes the IVECO S-Way and the IVECO T-Way. Both trucks come with recently renewed driver optics, and offer a complete portfolio suited for every heavy-duty mission. The IVECO T-Way achieves performance, reliability, and versatility for its owner. The IVECO S-Way can be purchased in three different specifications: ON, ON+ and OFF. The ON specification is suited for long haulage on highways where fuel economy is key; the ON+ set-up is best for regional and light off-road missions and It is an ideal trade-off between performance and reliability. The IVECO S-Way OFF comes as a solution between the IVECO S-Way and the IVECO T-Way.
Technology
IVECO knows that technological transformation is the key to enter the future of truck manufacturing. Reducing the carbon footprint and becoming carbon neutral is important to provide a concrete solution that respects people and the environment. The company is using innovation to pursue decarbonisation of transport. It is already using a multi-energy approach that includes biomethane, electric battery for light and medium range missions, and cell electric fuels for complete decarbonization of long-distance transport as well as the heaviest duty jobs.
Driver at the centre
Drivers, as well as fleet owners, are at the heart of the company’s every development process. “We can easily say that vehicles may be considered to be a second home for drivers, especially for long distance drivers. Therefore, diver ease and safety are mandatory for us,” says Falati. IVECO trucks come with the necessary comforts that offset driving hours.
The IVECO S-Way which is currently offered in the Middle East, for example, has an ergonomic layout of the controls ensuring an easy reach to all key functions on the dashboard. Additionally, the multi-functional steering wheel has all the driver needs at his/her fingertips, eliminating distractions. The new design also has direct visibility with one-piece side windows and rearview mirrors.
In the IVECO T-Way, the entire driver area is created to provide a practical and easy-to-live-in environment. The cab, available in two versions, AD short cab and AT long cab, has the driver friendly design of the IVECO Way range. The ergonomic driver’s seat as well as the multi-function steering wheel, ensures excellent driver comfort. Since driver safety is predominant in the severe conditions typically faced by the IVECO T-Way, the vehicle is designed to provide maximum protection, also thanks to the new EBS (electronic brake system).
IVECO has invested in its new brand image at the right time when the global and regional market need a sustainable solution, paving its way to a bright future.