The African Business Journal: UD Trucks/Nissan Diesel

UD Trucks/Nissan Diesel
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admin on 17 August, 2010 11:08:00
 
When executives from Nissan Diesel South Africa met for the annual Sales
Conference this past April in Gauteng, a sense of empowerment permeated the
room. The objective of the conference was to celebrate some of the veteran sales
team who have “lived and breathed the brand for many decades.”
The eight Nissan Diesel South Africa team members have certainly been great
ambassadors of their brand for a combined 189 years of service. Come September
of 2010, that brand will change over to become UD Trucks Southern Africa. The
change will be in name only, and customers will still be able to receive the
award-winning service they have come to expect from Nissan Diesel South Africa.
Global initiative
The change is coming from the top. The parent company, Japanese-based Nissan
Diesel changed its name to the UD Trucks Corporation in February of 2010. In
order to continue to provide the best of the best, Nissan Diesel will implement
a new name and brand this September, one that will emphasise the foundation of
the company: Ultimate Dependability for logistics, mining, automotive,
agricultural industries and more.
As UD Trucks, the company will remain part of the world’s second largest
trucking group. Johan Richards is Chief Executive of Nissan Diesel South Africa,
and is anticipating great benefits from the new direction of the company, and
believes the evolution from Nissan Diesel to UD Trucks will provide the company
with a clear vision and dedicated path going forward. The object is to couple
the company’s insight into the local market with global expertise and
network.
The switch should be seamless thanks to the established connection between the
two brands. “We have been in SA for 48 years,” says Richards.
“We have a very good name, the UD top mark has been used on our trucks
since the inception of the company.” Nissan Diesel is already called UD
Trucks in North America and Australia. “I think the change will be
accepted quite well and will couple a specific brand name to our product which
we will continue to build on,” continues Richards.
Knowing the market
UD Trucks covers the Sub-Saharan market up to Nigeria. Currently, the company is
undergoing an ambitious expansion into 20 additional countries, focusing the
lion’s share of resources into cracking the burgeoning Angolan and
Nigerian markets.
Angola is the biggest growing economy in Africa and is one of the biggest in the
world. With its abundance of minerals and natural resources, it is capable of
supporting global companies such as UD Trucks. And with the Nigerian population
being 150 million people strong it comprises another market with a great deal of
potential. Richards realises the trucking industry in these markets “are
not supported properly” and that the company is ready to “set up a
proper dealer network in these countries to support vehicles and support the
logistical side of that country properly.”
By virtue of being part of a global company, UD Trucks is able to offer
customers in some of Africa’s rural communities the products and service
typically unavailable. “We can support our customers properly in Africa
and give them appropriate trucks and technologies that are suited to the
content’s unique operating conditions. Deep into Africa you need a more
African-durable truck,” continues Richards.
UD Trucks offers a host of value-added products andservices, covering all fleet
management needs, from the day of purchase throughout a vehicle’s
lifespan. The company is committed to providing the best possible transport
solutions for African businesses. Focusing on real added value, customers can
expect to take their companies to the highestlevels of productivity and profit,
and dealers remaincommitted to providing customers with innovative
transportsolutions and service offerings, built on in-depth industryknowledge
and a strong technical skills set.
Customer relations is key
The new vision for the company is a continued—and augmented—emphasis
on delivering personalised and customised transport solutions for their clients
which is the highest priority for the team.
UD Trucks did not become the number one rated truck supplier in SA (as voted by
peers) or receive the Golden Certification Award for its logistics supply system
without reason.  Richards prefers to think of customers as
“partners”. “We believe in reciprocal business. We believe in
building long-lasting business partnerships with our customers and having
continued good relationships with them. At the end of the day we almost become
like friends with our big fleet owners because they need to be able to call you
at any time of the day and you need to be able to give them the necessary
support when they need it most,” he continues.
The key to this is the timely and effective supply of genuine Nissan Diesel
parts to limit downtime on trucks,and to extend the periods between major
breakdowns. As part of UD Truck’s ongoing effort to provide a better
product andservice to customers, the company has set the benchmark in the
industry and has an unrivalled parts supply rate.
With a name evolution and an eye on covering more of the market, UD Trucks
continue to be the go-to company for trucking needs. They are acutely aware that
their trucks provide a means to earn a living for their clients and take that
responsibility to heart. “We have extensive experience in the trucking
industry and we understand that the wheels have to keep rolling, and we
therefore place a strong emphasis on dealer development and after-market
support,” says Richards.
udtrucks.com