Ud Trucks Powering On

UD Trucks continues to mark its presence in the region - with its Japanese legacy and Volvo’s technological and after-sales support, this was bound to happen. Plant & Equipment takes a look at the company’s success last year and its plans for this year.

UD Trucks Middle East recently organised a media briefing hosted by Mourad Hedna, UD Trucks Middle East President. Despite 2019 being a challenging year for the Middle East truck market, with most countries experiencing decreases in total sales, UD Trucks recorded strong performances in major regional markets. UD Trucks sales increased in the UAE and Oman, and held stable in Kuwait and Qatar. A key factor in these positive results was the role played by fleet deals. 

“Across the region, we entered into a significant number of major contracts throughout the year. We delivered 118 Questers and Croners to UAE-based waste management company Lavajet; we sold another 106 Quester and Croner models to Kuwait Municipality for waste management use; and Oriental Trading Co in Qatar took delivery of a further 25 Questers and Croners,” says Mourad Hedna, President, UD Trucks Middle East.

“Our principal new product activity of 2019 was the launch of the New Quester in Bahrain. This model was developed with the Middle East in mind and is proving very popular with companies around the region, which is particularly evident from the number of businesses signing major fleet deals with UD Trucks where the primary driver has been the New Quester. Most notably, we have received extremely positive feedback in relation to the new automated transmission,” continues Hedna.

A further encouraging development for UD Trucks, since the launch of the New Quester and the 40 Tonne and 8x4, is that they have finally been able to enter new market segments which were predominantly European truck makers’ monopolies

The year ahead

The year seems promising for markets in the region, as well as other markets managed from the firm’s regional head office in Dubai. The main focus is Saudi Arabia, which had a transitional year in 2019, but a new partnership with Zahid Tractor in the Kingdom means its attention will be focused on building on this relationship in the months ahead. “We will naturally be looking to increase our presence in all other markets, working closely with our fantastic regional partners, both in terms of sales and also our customer service offering,” continues Hedna.

Mourad Hedna, UD Trucks Middle East President.

One area of particular significance to UD Trucks in 2020 is its work in East Africa. “Recently, we have reactivated our presence in several countries across this region, and we will continue to expand our activities here in 2020. Kenya will be a key focus – this is a market we reactivated last year with the launch of a new product range, and we have also announced a new KD facility that will start operations very shortly as a result of our partnership with CMC Motors, part of Al Futtaim group,” he says.

Another focus for UD is the complete solution it offers when it comes to servicing customers. The firm works actively with multiple finance offers to support customers and improve brand perception, and where initiatives have led to success, it wants to replicate these methods in other markets. The top markets for this during the year are Saudi Arabia and East Africa.

Product launches

In 2016, UD Trucks launched the Quester and in 2017 the new Croner. In 2018 the additional Quester variants were introduced, such as the 40 Tonne and 8x4, and in 2019 an improved version of the New Quester with the ESCOT automated transmission was launched. The New Quester is effectively still a new product, so a key focus for UD Trucks this year will be to continue promoting this model to businesses around the region.

UD Trucks also regularly organises major customer activities, and this year will be no different. While full details are yet to be confirmed, customers will get the chance to test drive, both on-road and off-road, the full UD Trucks range during an engaging, experiential event in Oman at the end of March. And away from direct product activities, last month UD Trucks organised activities in Saudi Arabia, where it officially relaunched the full range with its new partner Zahid Tractor in three cities – Jeddah, Riyadh and Dammam. Then later in the year, in Kenya, UD Trucks will inaugurate its new KD facility in partnership with CMC Motors.

CSR

UD Trucks is simultaneously working on its CSR strategies. One initiative is a collaboration with Volvo’s CSR programme which began in 2017. In partnership with SIDA (Swedish International Development Corporation), Volvo has built a driver training academy in Ethiopia. It was inaugurated in March this year, with UD Trucks donating three Questers. The objective of this project is to develop professional skilled drivers, in order to reduce accidents and improve traffic safety. Ethiopia is notorious for its very serious accidents – 77 accidents out of 10,000 are fatal – hence the government is very focused on improving driving safety. And in the logistics industry, there is always a of skilled drivers. This initiative will supply 480 professional drivers to the country annually.

“We are happy to contribute to this project; with the supply of the Questers we want to contribute to Ethiopia’s economy and social development, which in turn contributes to our brand image of going the extra mile,” says Hiroshi Yokofujita, Sales Director New Market, UD Trucks MEENA.

The firm is also working with UNESCO in Pakistan to launch a programme promoting the retention of primary school kids in two districts of the country.