Truck&Fleet ME July 2017

VEHICLES/ TECH / TranSporTaTIon/LogISTICS

O42/JULY 2O17

MIDDLE EAST

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Complete Line up of commercial vehicles From 3.5T up to 16T and above Suitable for every mission

Top Leading Technology High performance in on and off-road conditions High quality features: power, torque, safety, ergonomics

Repair and Maintenance Contracts Competitive Warranty conditions Origin 100% Iveco parts

Tailor-made solutions Top Financial Partners Qualified Team of Experts

Your Needs, our solutioNs. BAHARAIN - Y.K. ALMOAYYED AND SONS B.S.C. - Manama - almoayyed@almoayyed.com.bh IRAQ - MTT - MACHINE TECHNOLOGY TRADING CO. - Baghdad - commercial@mtt-iraq.com JORDAN - GLOBAL BRAND TRuCKS LIMITED - Amman - sales.admin@ivecojordan.com LEBANON - OMATRA - Beirut - lebanon@omatra.org OMAN IVECO - INTERNATIONALEQuIPMENT & CONTRACTING CO. - Muscat - prp@suhailbahwanautogroup.com OMAN ASTRA - AL FAIRuZ TRADING AND CONT. CO. LLC - Muscat - jobby@alfairuzoman.com KINgDOM OF SAuDI ARABIA - ORIENT MARKETING & TRADING COMPANY LLC Jeddah, Riyadh, Dammam, Abha, Al Madinah Al Munawara, Jubail - iveco@alfuttaim.sa KuWAIT - KuwAIT AuTOMOTIvE IMPORTS CO.w.L.L (Al Shaya & Al Sagar) - mail@kaico.net u.A.E. - AL GHANDI AuTOMOTIvE GROuP - Dubai - samj@alghandi.com u.A.E. - uNITED ALSAQER HEAvY EQuIPMENT L.L.C. - Abu Dhabi - mohammad.himmo@alsaqergroup.com IVECO Middle East Representative Office: marco.torta@iveco.ae IVECO CAPITAL Middle East: waleed.alshatnawi@cnhind.com

contents

contents

SPECIAL INTERVIEW

12 / WhY ThE UAE IS ImPoRTANT Ashok Leyland’s CEO on the company’s plans to expand its UAE operation.

also this issue …

NETWoRK & LAUNChES

06 / FmS ANd RTA’S dTC TIE-IN

10

06

FMS Tech scores major Dubai Taxi Corporation telematics technology deal with RTA. VEhICLE TRAdINg

18 / bEATINg bUSTEd ImPoRTS Autodata’s Ian Batey on how the company’s new VinCheck protects buyers.

TYRE SERVICINg

24 / bRIdgINg ThE gAP

26

20

T&FME previews the forthcoming Alserkal Bridgestone Truck Tyre Centre in Dubai. oEm INTERVIEW

26 / hERE FoR ThE LoNg-TERm MAN Truck & Bus’s Franz Von Redwitz on how the company is investing in the region.

INTERVIEW

32 / PUShINg UPWARdS Hans Georg Brune on how CSN’s expanding range of cardan shafts has helped it to grow.

SUSTAINAbILITY

36 / A STEELY RESoLVE Ozgur Yalcin of SSAB EMEA on reducing CO2 emissions for fleets.

SELLINg AdVICE

38 / UPWARd CURVE A-MAP’s CEO Asad Badami is positive on the prospects for his company and the auto market.

32

38 JULY 2017 TRUCK&FLEET ME 01

WELCOME

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RAZ ISLAM

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Thinking ouT of The box I’ve talked a lot recently about the value of making the brave decision of trying to change the way your business is being run.

Often the bravest choice of all is to try and change your own personal approach to how you approach every challenge, and when the moment comes, the opportunities that come your way.

We all have the possibility to improve ourselves, after all none of us are perfect – as I found out last issue when I printed Lincoln Cadillac instead of Continental! – however, it is imperative that you recognise what you need to change and put a plan in place to ensure you achieve it.

And even if you fall short, you will still be further ahead than you were.

Of course there will always be factors that are some way out of your control. For instance, you may be in a market or segment that is becoming highly competitive and you’re the ones that are being left behind.

Alternatively, you may not be the person that holds the purse strings in your organisation or, if you are, you may be finding that your clients are tightening theirs, but in either case there is no point, as a couple of interviewees reminded me this month, burying your head in the sand.

In fact, I can think of no better time to be bold than when you are facing a challenge.

I’m sure some readers may argue that it is easy to write but not easy to do and if you feel that way I advise you at least take US writer Seth Godin’s advice who said: lean in, back off but don’t do nothing.

While researching this issue, I was brought into contact with a UAE company that I hope to cover in a later issue. The owner of that business has converted what was a transportation company, workshop et al, into a vehicle repair outfit that is one of the best equipped in the country. Consequently, smaller fleets are being offered an alternative to running their own workshops.

It truly is one of the best examples of out of the box thinking I’ve heard recently and it proves that, whatever your circumstances, there is always an opportunity waiting out there. However, a word of caution, changing the way you and your organisation may be difficult but it is nothing compared to spotting an opportunity and being willing to chase it down.

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CONSTRUCTION

PROjECT MANAgEMENT kEy TO PREvENTINg DELAyS

Qatar construction sector faces materials shortage

CONSTRUCTION

26,000 buildings under construction in Dubai

In pictures: Sheikh Zayed grand Mosque visitor centre

CONSTRUCTION

Former CEO of Drake & Scull sells stake in Dubai contractor

CONSTRUCTION

Emaar: $48m bridge in Dubai is 90% complete

CONSTRUCTION

UAE developers ‘stockpiling materials ahead of VAT’ 04 TRUCK&FLEET ME JULY 2017

READERS’ COMMENTS

video: Fly through of Dubai Creek Harbour megaproject

The article “Planning ahead: pre-empting project delays in the Middle East” (June 15) is good and brings forward a few important points.

However, what is critically missing is mention of project management.

Organizational project management (OPM) is vital for project success and organizations with a high level of OPM maturity can deliver projects cheaper, faster, and better and this has been proven through numerous studies.

Nothing can guarantee success but organizations can significantly enhance their performance.

One way is the proper use of REAL project management. Further, the use of stagegate methodological approach is vital.

Finally, a recent study shows that projects managed directly by project owners’ organizations show better performance.

Mounir A. Ajam, CEO of Sukad, comment posted to website

NETWORK

FMS TECH AWARDED MAJOR PROJECT WITH DUBAI TAXI CORPORATION / FORD F-550 CLOCKS ONE MILLION KM / MAN OPENS NEW REGIONAL HQ IN JAFZA

network FMS Tech scores major RTA taxi telematics deal TECH DEAL FMS Tech, along with its business partner in Dubai and the Northern Emirates, Technologica, has been awarded a major project with Dubai Taxi Corporation The UAE-based global telematics systems provider will supply and install its telematics devices on the RTA subsidiary’s fleet, as well as its related Device Management Platform.

The project will include the monitoring of 100 telematics parameters obtained by

from 113 limousine vehicles which are sent across to the RTA’s own RMS (regulatory monitoring system) platform.

This data is then analysed to evaluate the performance of the drivers and vehicles

by DTC’s fleet managers and then relayed back to the drivers to improve their driving habits.

While road safety is one aspect that the new system will aim to enhance, it will also aid in better understanding of driver routes and reduce

car idle time – which will in turn reduce costs and improve the over-all customer experience.

“We are very proud and honoured to be selected to take this project on-board

by Dubai Taxi Corporation.

We are keen on working on this project further and aid Dubai’s, RTA’s and DTC’s Smart City vision. We look forward to seeing the results that the new devices will achieve for RTA and assist in paving the way to safer and more connected

roads,” said Bassam Alkassar, CEO of FMS Tech.

FMS Tech’s Track 2000 IoT records all data pertaining to driver behaviour, vehicle location and status, as well as engine status and performance. The new on-board computer has nine configurable inputs and driver identification that using RFID tagging.

“Technologica in Dubai, UAE has already begun installing the devices and supporting DTC on this project,” added AlKassar.

ACCORDING TO ANALYST MARKETS AND MARKETS, THE GLOBAL SEMI-TRAILER MARKET, IN TERMS OF vALUE, IS PROJECTED TO GROW AT A CAGR OF 7.12% TO REACH $34.3 BILLION BY 2020

06 TRUCK&FLEET ME JULY 2017

NETWORK

MAN OPENS NEW REGIONAL HQ

Ford F-550 delivery vehicle drives more than 1 million km in 2014 days

BUSINESS MAN Truck & Bus Middle East FZE, a subsidiary of one of the world’s leading providers of commercial vehicles, MAN Truck & Bus AG, is opening a new regional headquarters in Jebel Ali Free Zone (JAFZA) as part of its continuing investment into the Middle East.

The facility combines operations, new sales and training teams with its successful outlet for used commercial vehicles, MAN TopUsed Center, for the first time.

“MAN Truck & Bus Middle East has moved to a new location in order to be linked with our TopUsed team,” explained Franz von Redwitz, managing director, MAN Truck and Bus Middle East. “This initiative brings the entire team together in order to provide full range of services and sufficiently support importers and users across the Middle East.

Direct investment in new facilities demonstrates our long-term commitment and expansion across the region.”

DELIvERIES

A Ford F-550 Super Duty delivery truck belonging has driven more than 1 million km in 2014 days since 2011, living up to its ‘Built Tough’ tagline, says Al Tayer Motors, the official importer-dealer for Ford vehicles in the UAE. Used by the dealership to transport customer vehicles to showrooms and customer deliveries, the vehicle is estimated to have made over 14,000 deliveries since it was brought into service in October 2011. The distance covered by the vehicle would equate to around 25 trips around the world.

Martin Penny, SVP-Ford at Al Tayer Motors said: “Ford commercial vehicles are among the best loved vehicles in the United States and increasingly, we are seeing them in greater numbers on UAE roads as well. Covering a million kilometres in such a relatively short period of time is a milestone achievement and further proof of their reliability and durability.”

Transportation Manager at the dealership, Bassam Shadid and his team are proud of the achievement and stated that the Ford F-550 is a very dependable vehicle. “We have taken good care of it, maintained it well and it has never let us down.”

The award-winning F-Series has long been America’s favourite truck and most recently won the US & World Report News award for ‘2017 Best Truck Brand’.

Now in its 69th year, Ford F-Series, from the light-duty F-150, and F-250 to F-550 Super Duty pickups and chassis cabs, has been the best-selling truck in America for 40 consecutive years. It has reigned as the best-selling vehicle in America for 35 consecutive years.

Ford’s legendary F-Series continues to evolve thanks to its towing technology, enhanced performance with updated powertrains and the SYNC Connect system. The truck also features segment-first features such as BLIS with trailer tow technology designed to make driving and work situations easier and more comfortable.

NEW KENYA PLANT FOR vOLvO MANUFACTURING Claes Nilsson, the president of Volvo truck, has confirmed that Volvo Trucks is to build an assembly plant in Mombassa, Kenya. The $24 million plant is set to be launched in the first quarter of 2018.

Nilsson added that the plant, the company’s third in Africa, is targeting an output of 500 units per year, and promises to bring modern trucks with specifications for the East African region.

Nilsson told local media that Volvo needs a strong manufacturing base in Kenya in order to compete in East Africa. This is one of the reasons of setting up the third assembly plant by the company.

“We have been in East Africa for the last three decades and believe that there is a significant potential for the premium truck business as regional economies grow, infrastructure investments expand and the business environment remains investment friendly,” he added.

JULY 2017 TRUCK&FLEET ME 07

LAUNCHES

ADvANCED NEW FoRD RAPToR / BENTLEY AND MULLINER’S ULTIMATE FALCoNRY ACCESSoRY / NEW MEDIUM DUTY TRUCKS / REGIoN’S BEST MIDDLE CLASS RUNNERS

launches A CLUTCH PLAYER

10 spEEd TRansMisson

A pick-up of prey FoRD SAYS 2017 RAPToR IS oN THE CUTTING EDGE oF TRANSMISSIoN TECHNoLoGY Along with all the power and agility gains of the all-new F-150 Raptor comes one of the most advanced drive mode systems in its class – the cutting-edge Terrain Management System. It is enabled by an all-new dual-mode transfer case that incorporates both all-wheel drive and fourwheel drive systems and electronic lockers to deliver a multi-terrain experience.

To give drivers more performance and capability both on-road and off, Ford Performance engineers developed this all-new transfer case to manage

8 TRUCK&FLEET ME JULY 2017

the distribution of power between front and rear wheels. Key to that is clutchbased, on-demand all-wheel drive capability for everyday driving, including all-weather mode, while also providing a mechanically locked, durable four-wheel drive system for confidence in severe offroad driving environments.

When combined with the non-sequential 10-speed transmission and high-output EcoBoost engine, Raptor can deliver its 421 PS and 678 Nm of torque “more efficiently for the ultimate driving experience – whether you’re on the road or way,

way off. Raptor’s transfer case provides the best of both worlds, with the natural benefits from all-wheel drive,” says programme manager Tony Greco.

Typically, four-wheel drive options for trucks come in two transfer case varieties – on-demand systems that employ a clutch to transfer torque to the front driveline, similar to how all-wheel drive setups work, or electronic shift-on-the-fly systems that use mechanical locks to couple the front and rear driveshafts. Ford engineers sought to enhance the daily driving experience of Raptor

while preserving its off-road performance. With the clutchbased feature of the transfer case, drivers can travel on-road using the 4x4 auto setting, which delivers the benefit of four-wheel drive without the repercussions of component damage or driveline binding – something that can occur when drivers try to use mechanically locked systems on high-traction surfaces like pavement.

Ford fine-tuned the calibration of 4x4 auto depending on road surface conditions, so the transfer case can vary the clutch torque to suit

LAUNCHES

The ulTimaTe Falconry accessory?

BENTLEY SAYS BENTAYGA IS THE ULTIMATE ACCESSoRY FoR THE FALCoNRY ENTHUSIAST

TERRAIN MANAGEMENT SYSTEM drivers are able to manually override the settings to further fine-tune the system for a different experience.

PLAYING A FINE TUNE Ford fine-tuned the 4x4 so the transfer case can vary the clutch torque to suit the environment.

the environment. For example, when the driver selects weather mode via the Terrain Management System, it’s tuned for slippery surfaces, while sport mode is tuned to feature more of a rear bias that can provide a fun driving experience, including better acceleration and on-road performance.

In severe environments or conditions, the transfer case delivers flexibility

for elite performance.

While the Terrain Management System is designed with default 4x4 settings, drivers can manually override the settings to further fine-tune the system for a different experience.

The system was performance-tested in approximately 4,000km of testing in the 2016 Best in the Desert series, completing the 1,368km SCoRE Baja 1000.

Hand-crafted by Mulliner – Bentley’s personal commissioning division – the Bentayga Falconry features a bespoke installation in the rear which houses all the equipment required for an enjoyable falconry expedition. At the heart of the Bentayga Falconry by Mulliner are two individual natural-cork-fabrictrimmed units: a master flight station and a refreshment case. These sit on a movable tray that allows for easy access.

Inside the master flight unit is a special Piano Black veneered drawer containing bespoke storage for all the equipment required for this unique sport.

Beneath this is a laser-embossed Hotspur hide stowage tray with individual compartments for a GPS bird tracking unit, binoculars and hand-crafted leather bird hoods and gauntlets (available as an additional option). The refreshment case houses three metal flasks and durable cups, a blanket and refreshing face cloths.

Two perches are stored in a naturalcork-fabric-trimmed case which slots into a hard pocket built into the side of the boot.

A boot-floor and rear-sill protection cover – also in cork – is discreetly integrated into the rear of the Bentayga. Using this reversible feature in conjunction with the in-car perch, falconers can prepare their bird in comfort and shade.

Inside the cabin, there is a removable transportation perch and tether on the central armrest. The sweeping desert scene – featuring a soaring saker falcon – was created using 430 individual pieces of wood sourced from all over the world and hand-crafted over nine days.

It offers a wide range of on- and off-road drive settings of any vehicle via Bentley’s Drive Dynamics Mode and optional Responsive Off-Road Setting. Up to eight modes are available, allowing drivers, at the simple turn of a dial, to select the perfect dynamic set-up for any surface or road condition. This versatility is complemented

by Bentley Dynamic Ride (electrically activated 48V active roll control) and Electric Power-Assisted Steering (EPAS).

The Responsive Off-Road Setting allows the customer to select the appropriate vehicle settings for a wide range of off-road surfaces.

SPECIFICATIoNS Drive Type

aWd

Weight

2422.183 kg

MPG

City: 15 Highway: 20

0-60 mph

4 seconds

Top Speed

300.883 km/h

FLIGHT TIME 0-60 MpH in 4 sEConds

SPECIFICATIoNS Engine

Ecoboost 421 ps

Torque

678 nm

Transmission

10-speed

Terrain Management System

drivers can manually override the settings to further fine-tune the system for a different experience.

JULY 2017 TRUCK&FLEET ME 9

LAUNCHES

rounD - uP

MEDIUM DUTY BooSTED PoWER

NEW 4x4 vARIANT

Up To 26T VaRianTs

15T LaUnCHEd aT iaa

new hino 500 series in The region A TRUCK TIPPED FoR REGIoNAL SUCCESS The Iveco line-up is one the most complete in the market. Its Trakker and Stralis siblings have been the flagships of the brand both in Middle East, Europe and Africa for many years but the Eurocargo boasts one of the easiest to body-build chassis in the market

while the Trakker and Stralis have been the flagships of the brand both in Middle East, Europe and Africa for many years. The entire ‘Eurocargo’ range finds its natural habitat between 12t and 18t GVW in the garbage collection and the general municipalities.

A RANGEY oPERAToR GVW FRoM 7T To 16T

THE HIGHLY vERSATILE MERCEDES ATEGo A new Atego has been rolled out across the region and fills the all-rounder role from 7.5t to 16t GVW. Predictably, it has been pitched at the construction industry and ancillary trades. It is available as a three-way tipper, an all-wheel drive dump truck, a skip loader

10 TRUCK&FLEET ME JULY 2017

or as a dump truck with a crane. At the front of the vehicle, the frame has been drawn downwards, allowing the cab to be positioned very low down. An optional movable bottom step on the AWD variants gives on contact with rocks and boulders in off-road conditions.

Featuring a redesigned exterior, a host of enhanced safety features and driver comfort amenities, the 2017 Hino 500 Series ably demonstrates the Japanese manufacturers’ current focus on quality, durability and reliability. Hino says the truck has been purpose-built to “suit the needs” of the local market to support customers’ businesses.

The latest generation of the Hino 500 Series trucks comes with a 7.7l Euro 3 compliant engine equipped with a high pressure common rail fuel injection system and turbocharger/ intercooler technology to achieve lower emissions and uncompromised power and fuel efficiency. The electronic control common rail technology in the engine allows it to maintain power and higher fuel economy performance under any driving condition.

The medium duty Hino 500 Series offers a wide possibility of applications, such as tipper trucks, curtain siders, reefer trucks as well as general cargo, making it a real allrounder. The truck also features a range of safety features including ABS, Front Underrun Protection System (FUPS), Rear Underrun Protection System (RUPS) and much more.

Drivers can look forward to a much more comfortable and ergonomic working environment. Riding comfort is improved thanks to a semi-floating construction for the cab mount and mounting bushes, resulting in reduced road vibrations better ride comfort and reduced cabin noise. The driver’s seat was also re-designed to better fit the driver’s body and alleviate fatigue over long-distance driving, while bed space for resting is located behind the seat. The optimised cab provides better visibility, better arrangement of the instrument cluster and efficient air flow to keep cool in traffic.

LAUNCHES

CARRIER CoNFIG

A MEDIUM DUTY TRUCK HEAvY oN CoST-EFFECTIvENESS Fuso says the FA has been designed to maximise costeffectiveness for fleet buyers and offers a competitive carrying capacity. Available for as little as $22,000 internationally, Fuso believes that it is also competitively priced and

WHEEL ConFiG 4x2

therefore plugging its lower total cost of ownership. The FA comes in two models: the tipper and the freight carrier, standard across both models comes a 6-speed transmission, a common rail electronic engine and robust chassis.

FA RIGID PoWER poWER oF 134 Hp

FAST FoRWARD WITH THE PoPULAR FSR The Euro 2 version of the popular Isuzu Forward FSR is a durable medium-duty truck.

The F-Series offers a wide range of models that can address the demanding requirements for any operators needs from cargo body applications to freight carrier and medium haul

operations, for any payload range between 7.5t to 12t.

The cab styling is design with comfort in mind for any operator resulting in an ergonomic working environment. Forward trucks have a high roof, efficient ventilation, and good visibility through a large windscreen.

NoT A DRAG iMpRoVEd 5% LEss dRaG

uD’s croner oPTimiseD For The miDDle easT The roll-out of the Quester from UD Trucks has been one of the biggest truck launch stories of the past 12 months in the region. This year, the Japanese company, which is owned by Volvo Trucks, is launching the all-new Croner, a medium duty truck that it is again promising reliability and ruggedness but at the more cost-effective end of the market.

Like the Quester, the Croner is a truck firmly targeted at the emerging markets and is available in three models (MKE, LKE, PKE) from 10.4t upwards.

UD has identified that vehicle uptime, and the services needed to ensure that, is crucial for fleets and this is where the Croner may truly excel. Extra care has been taken with the driveline components,

a new chassis frame and the redesigned to be more aerodynamic cab reduces drag by 5% on older UD designs. The new GHE engine has also been optimised for fuel efficiency as has the automatic transmission. UD Trucks also offers a professional telematics solution that provides real time data and reports to improve their fleet operations.

JULY 2017 TRUCK&FLEET ME 11

INTERVIEW

Sparking the buS market

With India conquered, Ashok Leyland's CEO tells T&FME that the GCC is central to its plans to ramp up its international presence

a

shok Leyland is the flagship company of India's renowned Hinduja Group and the fourth largest manufacturer of buses globally. CEO and managing director Vinod K Dasari was in town recently to discuss its plans for the region at the launch of its latest model known as the Oyster Bus. The bus has been designed and manufactured in the UAE, and is being distributed in partnership with Swaidan Trading, part of Al Naboodah Group Enterprises. Certified to ensure that passengers remain safe in case of rollover accidents, the Oyster school bus is certified as RTA and DoT compliant in the UAE, with inclusions such as the ‘Child Left Behind’ safety button. (Located at the rear end of the bus, this has to be deactivated by the driver before shutting down the engine, thus ensuring that no child is accidentally left behind.)

Oyster comes with 33 fixed seats, spacious and premium interiors with clear aisle space, a fully flat floor with a hump-free saloon, and, the company claims, ‘ample’ legroom to allow passengers to travel in 12 TRUCK&FLEET ME JULY 2017

luxury. Importantly, it is the first to offer both rollover and frontal crash in the region.

“We at Ashok Leyland have always believed in setting new benchmarks in everything we do. Oyster is testimony to this commitment. As the GCC’s first rollover and frontal crash complaint bus, Oyster is the safest way to travel and make the on-road journey stress-free,” Dasari says. “Oyster was designed and developed here and can be purchased directly from the Middle East.

We had an entire product development team working with a chain of suppliers so that we can design and build here.

Dasari tells T&FME that during development, Ashok Leyland concentrated on three important groups of independent stakeholders.

“There are the children and parents most importantly, and we did that by making the safest and most comfortable bus possible.

The seats, if the customer wants it, have an antibacterial coating on it... You know you have young kids sneezing on it!”

Still chuckling, he continues: “The next thing we did was focus on the drivers.

The turning circle diameter of driving is much better; there are much less vibrations for the driver, it has got best in class

i remember my guys coming over and standing and talking and were told it was done – they said what do you mean it is done? We couldn’t believe it ourselves"

visibility. He can see all around himself without having to strain his neck.

“The third and most important was the operators. It’s got a mileage which is the best; compared to an average Japanese bus it has 50% greater number of seats but it still sell at the same price. The value for money for the operator is significantly better, I think. I don’t know why we have product that is better than them but don’t sell it higher than them... I can’t believe it!”

In addition to talking about new launches, Dasari was also in the UAE to open Swaidan’s and Ashok’s new 3S facility in Dubai’s Al Quoz district. For a company that makes 150,000 vehicles per year, surely the 3,000 buses produced at its Ras Al Khaimah plant are like a drop in the Indian Ocean? T&FME asks.

“You are right that out of 150,000 vehicles, only 3,000 were made in RAK. But we sold 1,500 in the UAE and the rest were all exported to other Middle East countries and Africa,” he explains. “The RAK government has been extremely helpful. They have been very fast. It took a matter of hours not even days to clear the project and whenever we've had help required they have immediately been there.

INTERVIEW

JULY 2017 TRUCK&FLEET ME 13

INTERVIEW

“I remember my guys coming over and standing and talking and then told it was done – they said what do you mean it is done? We couldn’t believe it ourselves.”

He assures T&FME that it is crucial to its plans for global expansion. Both launches, he adds further, demonstrate a long-term UAE investment by Ashok Leyland to building: “Locally-based, world-class manufacturing facilities and after-sales support networks, and designing solutions tailor-made for local market demands and requirements.

“We are truly impressed by the facilities that have been built here. We have a worldclass plant in this area now and we needed to back it up with world-class products. And those world class products needed a world class service centre. We are very happy to have a 15,000 square metre facility that has come up in a very short span of time. It is actually a showcase for us to show other parts of the world that we are wanting to grow outside of India.”

To underline the RAK plant’s importance, production is being stepped up from 12 to 24 vehicles per day, he states, and there is more to come.

“We are doubling the capacity at our RAK facility. There is also another line where we can do chassis assembly for trucks. We still don’t have a cab-weld facility but that will be the next stage.”

While he is satisfied with the plant and the achievement on designing from scratch in the UAE, he admits that meeting the LEADING FROm ThE FRONT Vinod K Dasari is leading his company's ambitious international growth plan.

14 TRUCK&FLEET ME JULY 2017

“We have grown our market share in india from about a quarter of the market to onethird. So we said ‘we are able to compete with our global players in india how about we go outside of india and start competing with them there?”

specification for Oyster and building in the country brought special demands.

“We had an entire product development team here. We worked with a chain of suppliers so that we can design and build here,” he explains. “It took us longer this way but we wanted to make sure we had a truly world-class product. It is the safest school bus. It meets complete frontal crash requirements and meets complete roll-over requirements – I was actually surprised that this not a regulation here. Some of our most precious cargo moves in these things.”

Dasari’s busy schedule led to the interview being conducted over the phone. While we talk something on the wall catches his eye as he ponders on the topic of safety: “I am looking at picture as I talk to you with a truck and a bus. The truck has one person and it has more payload regulations that a bus.

“We are the largest bus manufacturer in India and, if you exclude the Chinese we are the world’s largest. So we said we are not going to go by what is the regulation.

If something we feel is the right thing to do, even if the technology is ahead of the regulation we will go ahead and do it.”

Oyster joins the already successful Falcon in the market and is part of a multiphase attempt to broaden Ashok Leyland’s reach in the GCC. Beyond the bus is the Avia light commercial vehicle range derived from its once Czech Republic-based subsidiary. Dasari says that since bringing production to India

A NEW bENChmARk IN TRANspORTATION Ajit Kumar, group executive, Business Development, Al Naboodah Group Enterprises, says the launch of the Oyster Bus sets a new benchmark in bus transportation in the GCC. “Ashok Leyland and Al Naboodah Group Enterprises are serious players in the public bus transport sector. Working together for over 35 years, the partners have become the largest supplier of buses in the UAE, and the launch of Oyster will help to maintain this market position,” Kumar said.

Certified to ensure that passengers remain safe in case of any rollover accidents, the Oyster School bus variant is RTA and DoT compliant, with inclusions such as the ‘Child Left Behind’ safety button. Located at the rear end of the bus, this has to be deactivated by the driver before shutting down the engine, thus ensuring that no child is accidentally left behind.

Oyster comes with 33 fixed seats, spacious and premium interiors with clear aisle space, a fully flat floor with a humpfree saloon, and ample legroom to allow passengers to travel in luxury. “We at Ashok Leyland have always believed in setting new benchmarks in everything we do. Oyster is testimony to this commitment. As GCC’s first rollover and frontal crash complaint bus, Oyster is the safest way to travel and make the on-road journey stress-free,” Vinod Dasari added.

INTERVIEW

sERVICE AND sUppORT Ashok Leyland's newly opened 3S facility in Dubai's Al Quoz district is an indication of the importance of a physical presence in the region.

the range has been renewed and fitted with a new power line, “now that is coming here.”

Also due to be launched in the next few months will be the Partner light commercial vehicle. The Partner was developed as part of a joint-venture with Nissan in Japan, but with that deal now expired the company is free to sell a modified version in India and other markets globally, such as the Middle East.

“I’m hoping these three products will allow us to cover 65-70% of volume of the entire Middle East from the UAE. It is about 21,000 vehicles every year and we will be able to cover 16,000 vehicles,” says Dasari. “We will at the very least have vehicles that cater for that large a market. We are already a market leader with the Falcon (a vehicle primarily used to transport labourers to construction sites) and we have probably 60-70% market share.

“We have put in a lot of effort. We didn’t want to launch these products until we were 100% sure of the quality. We ran more than a quarter of a million miles here in trials. We also didn’t want to launch until we had truly worldclass facilities. Now that we have both, we are very exciting about the opportunities for us.”

Dasari says the company is ready to contend with others as a ‘premium-value’ manufacturer across the globe: “If you say there are three levels of products in our market. One would be a value vehicle. Value premium is an interesting jump and on the very top end is premium, let’s say European vehicles like Scania or Mercedes. We are not in that range – but the mid-section where we are still competing with the Europeans and Japanese but we are competing with smaller sized vehicles not the very large, long distance ones.”

16 TRUCK&FLEET ME JULY 2017

He continues: “All our growth in international markets is part of a larger strategy. We have grown our market share in India from about a quarter of the market to one-third and that's despite all of the global entrants that have come into India. So we said ‘we are able to compete with our global players in India how about we go outside of India and start competing with them there?”

According to Dasari, the Indian market is becoming extremely value conscious. A likefor-like vehicle in terms of emissions will now cost only a third of what it costs in Europe, he says; “but it is extremely stripped down with

We have put in a lot of effort.

We didn’t want to launch these products until we were 100% sure of the quality. We ran more than a quarter of a million miles here in trials.

We also didn’t want to launch until we had truly world-class facilities”

anything that is not required removed. Here I also see customers moving away from highend vehicles because they are also in a capital return of investment. It plays very well for us.

“We have to move up from the value segment to value premium where the market is moving into. For the first time they are asking what is the return on the money they invest. So we are very excited on the opportunity – and the same thing that is happening here in the Middle East is also happening elsewhere in the world.”

As part of its overseas strategy, Ashok Leyland has set out a target in the next five years of expanding its global presence to ensure that for every two vehicles its sells in India, a further vehicle is being sold elsewhere.

He adds: “That requires investment in the right products, and that requires investment in the right service and maintenance facilities to manufacture locally. Our policy is that we are not going to simply export vehicles. We will work the local communities inside the local economies so we can create jobs in the local supply chain.”

Drawing a comparison with its progress in the Middle East, Dasari points to one of its most recent entries as an example of its approach to market.

“We are now, for example, entering Ivory Coast. We have set up a service and driver training centre, we are setting up a network of about seven workshops. We have bought land and we are going to build a facility even before we first sell a vehicle there.”

He concludes: “In whichever country we go to, we want to go the long way which is build a network of services. It takes longer but it is much more sustainable.”

A DEVELOpING RANGE Dasari wants Ashok Leyland to be considered a premium value manufacturer that offers the best of both the budget and high-end parts of the market.

Apollo Tyres Middle East FZE T : + 971 488 41603 www.apollotyres.com

TRADING

Ian Batey of Autodata gives an overview of his company’s new VinCheck service

18 TRUCK&FLEET ME JULY 2017

TRADING

The new way To sell old vehicles JULY 2017 TRUCK&FLEET ME 19

TRADING

i

an Batey believes Autodata’s Middle East new online portal and vehicle checking service could herald the end of salvaged vehicles sneaking into the GCC market. With GulfCars.com and VinCheck emerging into the wild, he says the company will deliver on its bold promise of providing transparency in the grey market and completely reshaping the secondary automotive market in the UAE. Autodata Middle East established itself in the market by providing independent and accurate vehicle data in the UAE and, via a network of retail links, OEM partners and its own resources, has, arguably, the closest realtime understanding of what is happening in terms of sales in the region. The new launches are the next logical steps to transform it into a powerhouse at the retail end of the used vehicle market.

First up for discussion is GulfCars. com, Autodata’s recently unveiled car resale e-commerce platform. Unlike other e-commerce and classified sites, GulfCars.com (word of warning the site was not yet live as T&FME went to press) brings the entire vehicle manufacturing, sale, resale, financing and insurance ecosystems to a single platform. By inviting manufacturers, dealers, insurance companies, banks and consumers to come on-board, customers should expect a seamless experience along a 'complete value chain'.

“It is solely dedicated to vehicular resale, and makes the car the star while gathering all supporting stakeholders and businesses at a single point of contact. Customers can browse vehicles, arrange test drives, get insurance quotes and find financing options at the same online address,” he comments.

The company wants to offer a safer way to trade online in the used market than has previously been possible. Batey tells T&FME that Autodata is encouraging support from the industry by allowing its automotive partners free access to upload as many cars as they like for sale.

“The sales portal is going to absolutely blow Dubizzle out of the water,” he exclaims.

“Our job at Autodata is to educate the market and the consumers. Quite simply, I'm building a platform that brings manufacturers, distributors, banks, insurance companies and consumers onto one platform. It's going to blow your mind. It's stunning.”

VinCheck enables Autodata Middle East to offer another level in efficiency and transparency into the secondary market 20 TRUCK&FLEET ME JULY 2017

WhAT's IT WoRTh To YoU? Ian Batey says that his company s data' Auto transparency to sellers and offer can buyers in the auto imports market.

for vehicles by providing detailed history reports on thousands of vehicles.

VinCheck works in collaboration with data collected by the US National Motor Vehicle Title Information System (NMVTIS), serving insurance and financial service providers on the B2B front, while ensuring that individual customers contemplating a pre-owned vehicle purchase have accurate reports to guide them to a fair price. Autodata is convinced it will help the B2B and B2C vehicle markets to accurately categorise the risk involved with purchasing or insuring imports, and work towards accurately pricing and mitigating that risk.

“VinCheck is designed to cure information asymmetry and create transparency in the pre-owned vehicle market and the insurance and financial ecosystems surrounding it. By providing accurate reporting and data on the provenance and status of vehicles, VinCheck will lead to a more efficient industry to the benefit of all stakeholders,” says Batey.

VinCheck is being sold to the industry as an invaluable tool for the used car market to identify cars marked as salvage in the US being imported and resold at inflated prices in the UAE. A VinCheck pilot study run on the listings of a popular classified website found 64 cars classified as salvage from a total of 107.

Grey imports can be a concern for the used car market, particularly cars that have been classified as salvage in other markets but are still sold at full value to unsuspecting buyers here”

“Grey imports can be a concern for the used car market, particularly cars that have been classified as salvage in other markets but are still sold at full value to unsuspecting buyers here. Salvage cars have a different risk profile and different value to normal cars, and should be dealt with accordingly.

VinCheck will play a very important role in helping buyers and other stakeholders better identify and price grey cars,” Batey explains.

Commenting on how VinCheck will fit in with the portal, he highlights the dangers of purchasing online. The onetime Ford executive relays his experience of a buyer who was duped into a buying a collection of vehicles from the US that were far from fit for purpose.

“There's a guy I know in Kuwait bought 150 pick-up trucks from the States... ‘brand new'... and every single one of them were flood damaged,” he says. “When somebody is looking to buy those vehicles, we are going to be able to run those 150 vehicles through our VIN software and if they've got any damage you will know about it.”

Working in tandem with the front-end of GulfCars.com, there will also be optional paid-for functions for those listing and searching (“we've got to keep the lights on and profit is not a dirty word”).

“Upfront they will pay for some credit, the only time they will use a credit is when they get a hit on the VIN number. That will tell them whether it is a salvage or clean title, then it's their decision. Our insurance partners were able to search 2 million times and they got 3,000 hits... they've saved themselves 30 million dirhams in potential losses.”

Batey classifies the US as a major exporter of cars to the UAE, stating that there are approximately 300,000 cars that come in from the US to the UAE every year. Furthermore, if you examine the new car market size and then go across the GCC, you're probably talking about 1 million cars, he says.

“You’ll be able to drop a VIN into our system and it will give you a full history report on that vehicle if it has any kind of title in the United States,” Batey explains.

“We have run a study on our software of 200 VINs and they were all on sale on one of the main car for sale websites. 59.8% were salvage. 20.5% were clean title. The total risk exposure was 15 million dirhams.”

Autodata Middle East has fixed its aims of 'squeezing' the grey market out of the GCC. Batey adds: “There is cheap salvage

TRADING

that's being cut, shut and repaired then brought over to the UAE and other GCC countries.”

Batey is sincere when discussing the lack of protection to consumers online, particularly with the sprouting up of online traders that promise fast selling and buying of vehicles. He is also critical of distributors in the region and says many have damaged the market for the sake of short-term sales ahead of long-term success.

However, a former car salesman himself (which he is refreshingly unabashed about) he remains an advocate of traditional distributors – even if he feels that they should be doing better.

Commenting on a recent online vehicle seller’s success in the market, he says: “They sell the speed of the transaction and are an interface between the customer and the trader, but you can only really guarantee a pre-owned car if you buy it from the distributor who has got the name above the door. My message is always: you may pay a premium but you guarantee that your kids aren't going to die tomorrow when the car breaks in half.”

With that in mind, consumers, retailers and insurance have much to gain from VinCheck, he argues.

“In the agreement that we've got with this US company, we're going to be able to identify cars that have had fender benders – every single police report,” he says. “We will be able to say where the accident was, where in the car, how bad it was and how much was it to repair. And

our objectives are to squeeze the grey market out, keep people on the road safe, and ensure that people buy from reputable distributors and not unscrupulous traders and importers”

The ToUGh sIDe of BUYING oNLINe Protection for consumers buying online is hazy at best when importing with serious damage to vehicles sometimes hidden.

22 TRUCK&FLEET ME JULY 2017

BATeY oN WoRkING WITh AUCTIoN hoUses...

“Because of the maturity process the market is going through and also some of the used car dealers have too much stock they want to get rid of. I'm going to talk to the CEO of this auction house because we can add value to the auction process.

“We're talking to an auction company that are going to be setting up here from the UK. There have been people that have come and gone here before and it's failed. They can use our car valuation certificates and VIN check software, so if it’s a US import we can tell you whether it has got a clean title – that's fine, you can buy it and we can also give you a valuation certificate.

“There is an opportunity there to offer transparent un-corrupt auctions.

The cowboys will end up folding into insignificance and no longer operate.”

we will be able to identify 25 types of total loss.

“We ran a VIN on a Bentley from one of our insurance companies and it came back with the date it was rested new in California; and, when it changed hands, it gave the date and the mileage when it was declared a total loss through fire damage. So it had been mostly burnt out, stitched together again, and then shipped across the water. They must have thought: ‘Some idiot in Dubai with more money than sense will buy a cheap Bentley’."

When asked whether a reduction or even an eradication of salvage and grey imports could push down insurance premiums he is sanguine: “I think the margins are fairly skinny at the moment. You've got all these comparison websites now as well and they are just killing each other and some of the smaller ones will fall by the wayside.

“Potentially as it starts to wash through and they can see they are mitigating a lot of risks because they've got more data and could make more informed decisions, they could be more competitive. I think where the insurance competition will be able to come in is when they can underwrite the asset and the driver as well.

But we're way away from that at the moment.

“Our objectives are to squeeze the grey market out, keep people on the road safe, and ensure that people buy from reputable distributors and not unscrupulous traders and importers.”

INTERVIEW

FIT FOR PURPOSE Once constructed, the Alserkal Bridgestone Truck Centre will provide a full range of services for heavy machinery and trucks in the UAE and those passing from the GCC.

Trucks FronT and cenTre T&FME previews the multi-million dirham Alserkal Bridgestone Truck Centre

W

orking in tandem with Bridgestone, Tariq Al Rasheed, director retail and marketing, tells T&FME what the heavy equipment and vehicles communities can expect from Nasser Bin Abdullatif Alserkal Est’s multi-million dirham Alserkal Bridgestone Truck Centre.

“The truck centre will include services like oil change, general tyre services, minor services and testing and registration, insurance.

As an extra facility we will also have mobile tyre changes and mobile truck wash services,” he says. “The mobile services are there because we can’t get some heavy equipment because of their height or it is too expensive for them to move it. Sometimes it is also time.”

The ground breaking on the new facility located at the truck and heavy equipment market in the Al Ruwaya area of Dubai took place in May. Al Rasheed says that the company has taken a very practical approach to the design, 24 TRUCK&FLEET ME JULY 2017

including ensuring access for even the largest vehicles and equipment is straightforward.

“The main objective is to serve the heavy machinery and trucks market within Dubai. The second aim is to bring customers from outside the market… currently an official service centre (in some areas is) not available for trucks. Other truck centres might have some of the same services but entry is restricted or difficult because of the traffic codes – they only have certain times of day when they can get to them,” he says.

He says the centre has been particularly designed to reduce downtime for construction and material hauling companies, “and also transporters... some transport companies are coming from Saudi.”

He adds: “Reducing downtime for fleet and truck owners is very important, having easy access and no restrictions on timing is very important for them. I think having a professional truck centre to send their trucks that offers original spare parts.

Finding the best location was very difficult.

I think once we found the best one we could find we exceeded their expectations with the centre”

Having the Bridgestone name also helps to increase their trust in the centre.

“Bridgestone are very strong in truck tyres,” he continues. “Especially in Asia where I think it is number one because of the tyre casing.

It is considered one of the best, and they are one of only three casing producers that can be re-tread. You can re-tread and reuse the tyre: Goodyear, Michelin and Bridgestone.

As one of the most famous brands in the world, Bridgestone is a familiar name in the world of motorsport as well as the domestic vehicle market. Executives from Bridgestone have previously told T&FME that they are keen to expand their presence in the heavy segment for a number of years in the region.

“We have been discussing this for several years,” he clarifies. “But you know, finding the best location was very difficult. I think once we found the best one we could find we exceeded their expectations with the centre.”

T&FME asks if it is possible to exceed the famous Japanese manufacturer’s

INTERVIEW

expectations; can Nasser bin Abdullatif Alserkal Est also exceed the expectations of the sectors it will be serving.

“To achieve getting all these service under one umbrella is not easy. You really need the space and the best utilisation of that space.”

While a number of locations were considered, Al Rasheed explains that the Al Ruwayya plot stood out as it offered access to the Emirates Road artery that links the country’s main industrial centres and cities; and therefore opened up the possibility of being easy for trucks to reach from throughout the UAE. Being on the outskirts of Dubai also made it an attractive spot.

“This was the best one because of the market – we will be the only one here. The access it will later have to Sheikh Zayed Road will add a lot of value to the centre.”

He adds that Nasser bin Abdullatif Alserkal Est was able to work with the local authority to ensure the project was a success.

“Dubai Municipality know how important this centre is, they’ve chosen the best land available in the market,” he says. “Which makes it easy.”

Nasser bin Abdullatif Alserkal Est has been a growing player in the automotive

The truck centre will include services like oil change, general tyre services, minor services, testing and registration. We will also have mobile tyre changes and mobile truck wash services”

scene in the region for a number of years. Its retail operations, the First Stop and Quick Pit outlets, have become familiar names in the country and Al Rasheed says the company will step-up its presence in the truck market towards the end of the decade: “We have locations under study and plan to have at least three truck centres by 2020. We are expanding in general with our retail business.”

In the run up to the start of Ramadan, Nasser bin Abdullatif Alserkal and Bridgestone also joined Emirates Transport in a safety campaign.

The global tyre maker and distributor jointly sponsored a month’s worth of activities, including training and promotions, backing it up with the provision of technical hardware which will help keep the 20,000-strong fleet of vehicles serviced by Emirates Transport in peak condition. During March, Emirates Transport staff and technicians were also instructed in tyre safety and maintenance and were able to have tyre checks for their vehicles on the company parking lot on the same day. A fleet manager training course was also well-received “We’ve been with Emirates Transport for a very long time, so we have had several CSR safety campaigns working 100% alongside

them,” says Al Rasheed. “It truly works both ways; a combined interest in safety awareness.”

Furthermore, the company is continuing to engage the private sector and recently announced a special partnership with A-MAP. “The issues with batteries is that you typically go and buy a battery... and that’s all. A-MAP changed this concept. They really have after sales service,” he enthuses.

“It is something that is very important to us and that we share (with them).

When we work with a company we need somebody who thinks like us. Customer and aftersales service is very important and they are very active in this area but also CSR and marketing. It matches our aims.”

We speak during the long hot weeks of Ramadan, traditionally the months that follow mark an upward trend in the market.

Following a challenging period across the construction and transportation sectors, Al Rasheed is hopeful that the second half of 2017 will be better than the first six months.

“I think things will be improving. There was a downturn but I think it is improving for commercial trucks, especially as get closer to Expo 2020. As you get closer the business will go higher and higher.”

JULY 2017 TRUCK&FLEET ME 25

OEM INTERVIEW

Here for tHe longterM

Franz von Redwitz explains why MAN Truck & Bus Middle East is investing in the region

M

AN Truck & Bus Middle East has become one of the fastest-growing commercial vehicles brands in the Middle East by offering its robust, reliable, high-quality products and dedication to improving driver and road safety.

Managing director Franz von Redwitz says the regional representative of MAN Truck & Bus AG is fully focused on the Middle East market with direct investment in new facilities demonstrating a longterm commitment to expansion across the region. It is also offering a new-look and extended warranty scheme for fleets.

“We want to invest not only in products but also place investment into our network and expand our locations. We want to invest in the region,” he comments.

The new and specially-designed JAFZA regional office brings together it operations,

26 TRUCK&FLEET ME JULY 2017

new sales and training teams with its successful outlet for used commercial vehicles, MAN TopUsed Center for the first time in order to provide a full range of services and support for importers and users across the Middle East.

“Moving to the new location in Jebel Ali means all are teams are now closely linked with our TopUsed team,” von Redwitz explains. “This initiative brings the entire operation together in order to provide full range of services and sufficiently support importers and users across the Middle East.”

Franz von Redwitz adds that MAN Truck & Bus Middle East’s fully-owned building has been designed in-line with its globally recognised corporate identity and includes a purpose-built training facility that will enhance its ongoing commitment to high levels of service and professionalism which exceed customer expectations.

Customers will also be able to get valuable insight into the industry-leading

We want to invest not only in products but also place investment into our network and expand our locations.

We want to invest in the region”

technology and safety features of its newest vehicles which are showcased at the site.

“We are totally focused on the Middle East market and direct investment in new facilities demonstrates our long-term commitment and expansion across the region,” adds Franz von Redwitz. “We are fully committed to continuing to offer a full range of services and products that demonstrate the very best of German engineering and proven safety and comfort.”

The commercial vehicles and bus-maker has furthermore emerged as one of the region’s hardest working road safety campaigners.

November saw the company host the inaugural Road Safety Event for Commercial Vehicles event in collaboration with the local government and safety campaign organisation RoadSafetyUAE. The event brought together representatives from both the public and private sector to examine

NEW REgIONAL OFFIcE The new regional office in JAFZ A brings together the entire MAN Truck & Bus Middle East team together for the first time.

how heavy trucks and commercial vehicles drivers and owners can become safer and more responsible road users.

It also highlighted the various road safety initiatives and programmes being carried out in the UAE, as well as MAN Truck & Bus Middle East’s own advice and insight into making (its own and others’) heavy vehicles safer.

One of MAN’s most significant contributions to road safety – ProfiDrive – featured high on the agenda too. Held across 25 countries, almost 4,000 drivers, fleet managers, vehicle transfer personnel, driving instructors and specialists annually take part on MAN’s range of training courses that combine theoretical and practical exercises that can make every-day driving safer and more economic.

“ProfiDrive is designed to improve driver knowledge and skills and promote rational driving behaviour based on safety regulations,” he comments. “The courses are carefully tailored to ensure drivers are fully trained on how to avoid risks on the road based on a cautious and safe driving style, and seek to guide them on the correct way to respond to critical driving situations.”

The company has worked tirelessly for years in Europe, and more recently the Middle East, to not only develop a huge variety of educational initiatives but also introduce new technology that can improve active and passive vehicle safety.

These include features such as its Electronic Stability Program (ESP) that prevents accidents caused by overturning or straying from the lane, its Anti-Spin Regulator (ASR) to aid controlled braking, and the Electronic Damping Control (EDC) system which optimises safety and handling.

MAN Truck & Bus Middle East’s managing director says he wants his company to maintain the momentum it has gained from holding the safety event last year, especially within the UAE market – a country which has outlined some demanding road safety targets as part of its UAE Vision 2021 programme.

A multimedia campaign promoting the safety benefits to fleets of using genuine parts, authorised workshops, the ProfiDrive training programme and telematics is currently in full swing. He reveals that the company is planning on further events in Dubai in the latter half of 2017.

“Improving road safety is one of our highest priorities at MAN and we have many products available today in terms of technology solutions and driver training support which have been developed after many years of research based on various accident reports,” explains von Reditz.

MAN TRUck & BUs MIddLE EAsT Since 2006, MAN Truck & Bus Middle East has been the regional representative of MAN Truck & Bus AG which is headquartered in Munich, Germany and the largest company of MAN Group. Building on a heritage that reaches back over 100 years, the company is a leading global provider of commercial ve-hicles and buses that are renowned for their robustness, reliability and adherence to high standards of driver and passenger comfort and safety.

MAN Truck & Bus Middle East operates through an extensive network of private capital dealers and importers in 14 countries namely Afghanistan, Bahrain, Iran, Iraq, Jordan,

Kuwait, Lebanon, Oman, Pa-kistan, Qatar, Saudi Arabia, Syria, United Arab Emirates and Yemen. The local coordination office at Jebel Ali Free Zone (JAFZA) in the UAE ensures efficient sales and after sales support in the Middle Eastern region. Accommodating the demanding operating conditions in the Middle East, MAN Truck & Bus Middle East provides fullyfledged turnkey solutions for both goods and passenger transportation by road through its light (TGL), medium (TGM) and heavy-duty (TGS WW) ranges of trucks, and MAN and NEOPLAN buses that provide basic to VIP luxury transport and travel requirements.

OEM INTERVIEW

Recognising an appetite from fleets in the region to reduce operational costs and improve vehicle uptimes, the company has also added MAN Genuine Parts ecoline remanufactured parts to its line-up as well as extending its existing warranty for MAN Service and MAN Genuine Parts to two years.

“The extended warranty applies to all repairs carried out in MAN service centres from 2017 onwards, including any MAN Genuine Parts, MAN Genuine Parts ecoline and MAN Genuine Accessories installed as part of the repair work. In addition, the warranty covers any service work connected with the fitting of spare parts,” he explains.

The company is also marketing its MAN CLA Evolution to fleets in the region. A truck that promises “reliability, ruggedness and long service life” but also easy handling and maintenance, the CLA Evolution is built to suit the requirements of Middle Eastern fleets. According to MAN, these robust trucks are now being exported through existing MAN sales structures to 40 markets world-wide. Since being introduced to the market, the series has been delivered to a wide range of international customers.

“We’ve recognised that there is more focus on the cost aspects in the transport sector than ever before. Thanks to its minimal use of electronics the series is robust and reliable, as well as being easy to maintain. The combination of durable and easily maintained technology is guaranteed when using the MAN CLA Evolution, even in countries with less developed service infrastructure.”

A sAFETY cAMpAIgNER Man Truck & Bus Middle East is conducting a multimedia campaign promoting the safety benefits of using genuine parts, authorised workshops, telematics and its ProfiDrive training programme.

JULY 2017 TRUCK&FLEET ME 27

ADVERTORIAL

Uptime First

How Ford Trucks is dedicated to keeping your fleet on the road

F

ord Trucks always aims to provide premium and well-rounded support when it comes to its after sales service.

Uptime is the first priority at Ford Trucks, so it is regarded highly important to keep trucks on the road as required.

One of Ford Trucks essential priorities is to make customers feel the ‘Ford Trucks difference’ not only with boosted products but also with its entire service and support benefits at after sales period.

Ford Trucks maintains a network of more than 82 dealer locations across the globe with seamless support on important international routes in Eastern Europe, Middle East & Africa, Russia & CIS Countries. All its service centres are equipped with the latest diagnostics and special tools technology to do the required job in an efficient way.

In the Middle East, Ford Trucks and its dedicated dealers serve regional customers with a complete support programme which also includes on-the-spot repairs. Ford Trucks after sales services are represented by

28 TRUCK&FLEET ME JULY 2017

mobile services and a wide network of service centres operated by official Ford Trucks dealers located in KSA, UAE, Qatar, Oman, Bahrain and Kuwait.

On the other side, Ford Academy invests in constant trainee programmes to offer a seamless and comprehensive range of support services. All Ford Trucks technical teams and parts personnel have been carefully trained to meet Ford Trucks’ meticulous standards in order to ensure every individual leaves with total satisfaction. Ford Trucks is closely monitoring the operation of service centres at the dealers in order to analyse their productivity and efficiency.

In fact, all over the GCC markets, Ford Trucks dealers have dedicated teams to get customer feedback and to measure the CSI (customer satisfaction index) on regular basis.

Ford Trucks is also investing in its network of workshops in 2017 with the inauguration of three more facilities in the UAE, KSA and Qatar scheduled to be completed.

Only original Ford Trucks parts, which are manufactured to genuine

specifications, are authorised to be used for any required services in the workshops. Clients can always be assured that parts will fit and work exactly as they are intended to and are covered by the guarantee of Ford Trucks’ quality standards.

As one of the major issues for clients in the region is spare parts, Ford Trucks ensures the availability of each component by holding stock levels at 95% in the manufacturer’s warehousing facilities. Thanks to Ford Trucks’ operation system, a necessary item can always be sent to dealer workshops within a maximum of 48 hours.

Furthermore, Ford Trucks has a universal infrastructure system which is perfectly compatible with any Fleet Management System. However, Ford Trucks also provides its own dedicated fleet management system called Filobil which enables customers to follow each truck’s location, vehicle condition, fuel consumption, driver performance and provides daily reports for greater control of operational costs.

There is also a facility for FMS

service payment terms to be based upon on individual customer budget plans – a major advantage for a Ford Trucks’ customer.

A client’s unique journey with Ford Trucks starts with an understanding of their purchasing requirements which ensures customised solutions and after sales support to suit their business needs and requirements.

Ford Trucks offers both preventive service contracts and comprehensive service contracts which customers can always tailor to their operation’s requirements (for an additional fee). Any purchased product from the Ford Trucks’ range comes with two-year bumper-to-bumper cover without any kilometre limitation.

Each truck’s information is recorded and stored in Ford Trucks’ comprehensive database beginning from the day of procurement. All related information for each truck, including particular components, service records, trucks chassis numbers and other details linking each product are stored in our detailed Ford Trucks database.

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Visit and meet leading suppliers providing smart solutions for supply chain and warehousing.

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WORKSHOP

ESMA DIGITAL TYRE MOnITORInG UPDATE / BATTERIES THAT BEAT THE HEAT / ARABIAn TIRES AnD COOPER BRAnD DEAL / LIQUI MOLY LAUnCHES ATv MOTOR OIL

workshop ESMA: Digital tyre monitoring is coming COMPULSORY InSTALLATIOn EXPECTED In Q4 2017

A BATTERY TRAnED TO BEAT THE SUMMER HEAT BATTERIES

The Emirates Authority for Standardisation and Metrology (ESMA) has revealed that it expects the compulsory installation of digital tyre monitoring technology to begin in Q4 2017.

ESMA is due to insist that all tyres imported and sold in the UAE must have data-collecting chips fitted to their tyres. The initiative is designed to improve road safety, reduce tyre failures and aid the on-going

fight against counterfeit tyres in the country.

Some of the benefits for fleet owners should be reduced tyre failures and greater fuel savings.

According to ESMA, the chips will monitor the condition of tyres and ensure that they are performing to expected quality standards.

Speaking to the Emarat Al Youm newspaper, Abdulla Abdulqader Al Maini, ESMA’s directorgeneral said that importers and retailers of tyres will have a 90-day deadline to prepare for the new system and comply with the requirements of the new technology.

ZAFCO, distributor of battery brand TRANE in the UAE, claims the product is ideally suited for the long, hot summer months of the GCC. “If you have owned a car for a while in UAE, you would agree that the life of a car battery is much lesser in this part of the world, even lower than what manufacturers generally guarantee. Batteries contain liquids which evaporate at high temperatures, putting the internal structure of the battery at risk,” says ZAFCO. “After all, a battery is an electro chemical device and the chemical reaction is effected by temperature.

Chemical activity gets accelerated with increase in temperature but it also increases the internal corrosion rate.

The damage once done, is irreversible.

“With TRANCE safety aspects have also been considered and the specially designed lid prevents spillage, allows gas venting only from a centralised location and is equipped with flash arrestors for security against sparks and flames,” claims the company.

InSIDE THIS MOnTH’S WORKSHOP READ HOW THREE MAJOR COMPAnIES ARE ADvISInG FLEET OPERATORS In THE GCC On HOW TO BE MORE EFFICIEnT 30 TRUCK&FLEET ME JULY 2017

WORKSHOP

LIQUI MOLY RELEASES nEW MOTOR OIL FOR ATvS

ArAbiAn Tires To push Cooper brAnd DISTRIBUTIOn

Tyre distributor and retailer Arabian Tires has agreed to help Cooper Tire Europe expand the brand’s presence in the Middle East.

Cooper currently offers a broad range of 4×4 tyres in Saudi Arabia and the announcement coincides with the launch in KSA of three Cooper tyres – the Zeon 4XS Sport, the Zeon CS8, and the Discoverer STT Pro. The Cooper Zeon 4XS Sport is made for the weight of large SUVs; the Zeon CS8 is a high-performance passenger car tire that offers high grip, fuel efficiency and advanced technologies; and the Discoverer STT Pro delivers traction, toughness and increased tread wear for demanding off-road conditions.

“The appointment of Arabian Tires was the next logical step to increasing our presence in the Middle East,” commented Luis Ceneviz, managing director of Cooper Tire Europe.

LUBRICAnTS German motor oil and additive expert Liqui Moly has developed an ATV (all-terrain vehicle) 4T motor oil 5W-50 for ATVs, quads and side-by-side vehicles. The new lubricant has been designed to improve ATV performance in dusty and sandy environments.

Vehicles used away from the road put a lot more strain on their motor although ATVs, quads and SxS (side-by-side) vehicles are also suitable for the road. The vehicles are also used in the public sector for special roles such as support and search and rescue. “But the fun factor on cross-country drives is something else entirely,” says Liqui Moly.

Not until there is proper dust does an all-terrain vehicle really come into its own and that is precisely the crux of the matter, underlined David Kaiser who heads the research and development department and application technology at Liqui Moly: “Dust and sand can increase the dirt ingress and this,

in turn, increases wear on the motor.”

The airflow is another factor that plays a role in oil development. Away from the road, progress with the vehicle is slow. And so is the airflow.

“That’s why the cooling is considerably worse than on the road and the thermal load of the motor oil is significantly higher,” added Kaiser.

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JULY 2017 TRUCK&FLEET ME 31

INTERVIEW

Pushing uPwards

Hans Georg Brune on how CSN’s expanding range has helped it to grow 32 TRUCK&FLEET ME JULY 2017

INTERVIEW

T

he Middle East arm of Cardan Service Network (CSN) caught the strong tailwind in the market when it first launched back in late-2014.

Able to produce OE-matching cardan shafts for thousands of machines, vehicles and machines at half of the OE prices, the company has been able to compete on speed, price and quality from its Dubai headquarters and assembly line set-up.

With CSN close to securing a jointventure with its sales agencies in the GCC it is widening its reach too as its range of shafts continues to expand. Managing partner Hans Georg Brune tells T&FME that the company has continued to open up its portfolio to ensure that it can serve as many sectors as possible. Boasting a product line-up of shafts that covers a huge spectrum of applications from heavy industry to the automotive sector, he says the company is expecting its growth to double in 2017.

MADE TO MEASURE CSN is able to produce and deliv er shafts from thousands of designs within 48 hours in the GCC – outstripping OE timin gs.

“We are now more known in the market and also not just concentrating on vehicles,” he says. “We have widened our portfolio and deal with anybody that needs a shaft be it a truck, a paper factory, a steel factory - we don’t restrict ourselves whom we approach.

Widening our portfolio has helped us to a) grow and b) get into a profitable zone.

We now supply several different industries: the truck and light commercial vehicle market, including specialist vehicle body builders, steel and paper mills, concrete pump and mixer operators, heavy equipment operators, the military, marine operations, to name the most important ones.”

Much of this successful expansion has been due to its ability to assemble to required specifications with OE-quality products that are delivered to customers; just-in-time and whenever they need them. Able to not rely on shipping in from Europe, this is a particular advantage as most OEs do not keep cardan shafts in stock due to the countless variations and specifications that are possible and required in the region, he emphasises.

“Sometimes it takes a while for people to start really biting into this, but once we have had the chance to supply for the first time they will eventually come back later because they now know where they can get it and know that the quality is there,” he says. “However, it can sometimes take several trials and personal visits before people start giving you a chance.

Brune tells T&FME that he used the recent Automechanika Dubai event to continue his search for distribution partners. He feels that CSN Middle East could prove a real asset for wholesalers looking to expand their inventories.

“We’re now also looking at partners within the European truck and light commercial vehicle wholesales spare parts business, as we carry the specifications of over 10,000 European manufactured OE cardan shafts, which enables us to assemble any of those cardan shafts within one working day and supply just in time to the wholesales operations. We are basically providing the wholesales an additional product line at no extra stock cost, as we produce and deliver only what is needed, just-in-time!”

If Brune has a concern it is - and what he describes as - a lack of money currently in the market with the oil-price driven economies of the region still dealing with continuing weak prices. While sales growth in the first quarter of the year for CSN was triple the equivalent of 2016, he feels that the JULY 2017 TRUCK&FLEET ME 33

INTERVIEW

company remains someway short of where it expected to be in its third year of operation.

He argues that demand is being hampered by many companies not being in a position to invest or willing to maintain their vehicles and equipment by using top quality parts at, “fair prices… or you’ve got people that have still got 50 trucks running and when they need spare parts they have 50 in the back yard to be cannibalised.”

Businesses in the GCC are currently preparing for the introduction of VAT which will see a 5% value-added tax attached to most purchases of goods and services.

While the level of taxation is far below rates seen in other regions (VAT is set at 20% in the UK, for instance), Brune says that there is a degree of uncertainty ahead of its implementation and an expected clarification of which goods and services will be exempt.

“Until now nobody knows exactly how the VAT system is going to work, so the market is nervous due to an unclear picture of what products and services will be impacted and how the system is going to work,” he says.

“Will it affect essential products made in the

A CALL fOR pARTNERS CSN is currently looking at partners within the European truck and light commercial vehicle wholesales spare parts business in the region.

34 TRUCK&FLEET ME JULY 2017

sometimes it takes a while for people to start really biting into this, but once we have had the chance to supply for the first time they will eventually come back later”

UAE? For instance, we are manufacturing here, are we going to be affected?

“The only thing we currently know is that it is coming on the 1st January, 2018.

The sooner we have the full picture of how VAT will work the better it will be for the many industries and sectors we now serve.”

2018 is also expected to see stronger growth economic growth in the region, with the IMF predicting that the UAE will lead the way with a 4.4% expansion of its economy.

Brune recommends that businesses should ensure that they are in the best position possible to benefit from stronger demand in the market – and now is the time to do it.

“If you have capital, then you should be using this time to invest so you are prepared and ready when business starts again. By ensuring that your vehicles and equipment are properly repaired and maintained with the right expertise and quality parts not only reduces failures but it improves efficiencies. And it means you can make the most of opportunities that come your way. Those that have buried their heads in the sand will be left behind.”

INVESTMENT ADVIC E Hans Georg Brune urg es companies to not be afraid to invest in their fleets if they want to be ready for future growth.

CSN pROfILE Cardan Service Network (CSN) is a full-service Cardan Shaft manufacturer, under the WiCHMANN Group umbrella, located in Dubai, United Arab Emirates. Cardan Service Network (CSN) Middle East operates under the auspices of the WiCHMANN Group, which is a certified German superior quality provider of Cardan Shafts for over 30 years. CSN now has operations in the GCC and MENA region. It is headquartered at Dubai Silicon Oasis, a logistically perfect hub for its growing regional footprint.

CSN obtains its raw materials directly from Germany through the WiCHMANN Group to ensure commercial vehicles owners and fleet operators get the benefit of genuine European quality. The company promises fast delivery from Europe with orders taking 24 hours to deliver in the UAE and 48 hours within the GCC and MENA region.

CSN says this quick turnaround time enables companies to reduce their downtimes and better monetise their business.

The current largest segment of activity for CSN is the replacement market for truck applications.

The company is able to offer full OE replacement and overhaul of parts, as well as custom-made PTO cardan shafts which are required to drive the specific building aggregates and material onto heavy commercial vehicles.

The Big Project Me Awards has become an important annual event to attend. Over the years, we have witnessed the efforts from the organiser to promote the best projects in the region and recognise the efforts and achievements of the contractors. I wish that the event will become even more successful!

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COMMENT

OzgUr YALCiN

A Steely ReSolve

Ozgur Yalcin, SSAB EMEA, on reducing CO2 in transport and construction machinery fleets

B

usinesses are now increasingly aware of the fact that while it is impossible to eliminate the use of trucks altogether, adopting an environmentally responsible approach to fleet management makes perfect business sense. Sustainable logistics not only prove the green credentials of a business, they are also better for the bottom-line.

The answer lies in payload transportation solutions that are efficient from both operational and environmental perspectives.

The trucking and trailer business has always had the reputation of being the black sheep of the transportation industry, associated with high CO2 emissions and the resultant damage to the environment. The image of monster trucks breathing black fumes into the atmosphere is one that keeps both governments and environmentalists alike awake at night.

Global and regional governments are striving to align themselves with the environmental mandates of the World Health Organisation (WHO), which gives utmost importance to ambient air quality and the need to reduce greenhouse emissions. Additionally, as global supply chains grow increasingly complex and all-encompassing, the need for sustainable practices extend beyond the regulatory to the operational and cost aspects of the fleet industry.

Businesses are now increasingly aware of the fact that while it is impossible to eliminate the use of trucks altogether, adopting an environmentally responsible approach to fleet management makes perfect business sense. Sustainable logistics not only prove the green credentials of a business, they are also better for the bottomline. This is 36 TRUCK&FLEET ME JULY 2017

Upgrading a truck with loader crane to advanced high strength steels the total weight of the vehicle can be reduced by 600 kg. this in turn increases the payload capacity of the vehicle, resulting in higher fuel and transport efficiencies�

perhaps the reason companies seek payload transportation solutions that are efficient from both operational and environmental perspectives. Hybrid trucks that generate less emissions, redesigned long-haul fleets and aerodynamic design are becoming popular as transportation options.

While factors such as having an effective logistics plan and timely vehicle maintenance are extremely relevant, the most important component for enhanced efficiency is the vehicle itself. The higher the quality of the body and make of the vehicle, the better it is in terms of environmental

MAkiNg PErfECT SENSE Recognising that taking an environmentally responsible approach is beneficial for business too, the industry is turning to advanced high strength steels to meet stricter regulations.

friendliness, cost effectiveness and longevity.

Bodies of specialty vehicles such as payload carriers are typically made of steel owing to its durability, strength and relatively lower cost. However, since traditional steel is also heavy, it reduces the speed and fuel efficiency of vehicles, thereby impacting the environment negatively.

To overcome this, the industry has now turned to advanced high strength steels (AHSS), a range of complex, sophisticated materials engineered to meet the stringent safety and environmental regulations that are mandatory today.

COMMENT

As high strength steels are custom-designed to achieve optimum levels of strength, ductility, and toughness, they offer a host of benefits to the trucking and trailer industry. Through upgrading to high strength steel, specialty vehicles enjoy reduced weight, improved fuel economy and extended product lifespan.

These factors contribute significantly to reducing carbon footprint while enhancing operational efficiencies and cost effectiveness.

As global manufacturers of AHSS, SSAB is driven by the pressing need to find solutions that minimally impact the environment while providing maximum benefits to end users.

SSAB EcoUpgraded Steel, our range of AHSS, has been specifically designed to cut down on CO2 emissions that result from iron ore-based production while offering the flexibility of usage that is integral to steel. The steel has two core efficiencies – material and transportation – that combined together deliver CO2 savings far in excess of the original CO2 debt.

As high strength steels are alloys reinforced with a host of other materials to achieve optimum levels of strength, ductility and toughness,the quantity of iron ore used is less when compared to conventional steel. They also allow for machines to be designed lighter. When

we consider that for every ton of iron ore-based steel reduced, there is a two-ton reduction in CO2 emissions, it is easy to understand the scope of advantages that AHSS can offer.

Moreover, machines made of high strength steel are wear-resistant, and have longer service life than those made of conventional steel. Longevity of the machine lowers production requirement, which means that if the lifespan of a machine is doubled, its CO2 emissions are reduced by half. For instance, by upgrading a truck with loader crane to AHSS the total weight of the vehicle can be reduced weight by 600 kg. This in turn increases the payload capacity of the vehicle, resulting in higher fuel and transport efficiencies.

In short, in its lifetime, such an upgraded truck with crane will save 37t of CO2 emissions and 12,000l of fuel, with a payback time of 1.2 years. Besides, with enhanced load capacity, there is lesser number of vehicles on the road transporting the same quantity of payload. To cite another example, a semi-trailer scrap box could become super light using Hardox 450 for top beam and floor, and Strenx 700 in the trailer chassis, with the total weight reduction amounting to 3t when compared to similar solutions of standard design. This increases the

As high strength steels are reinforced with a host of other materials, the quantity of iron ore used is less when compared to conventional steel. they also allow for machines to be designed lighter”

load capacity by approximately 10%, which means that users are able to skip every tenth trip. Not only are the CO2 emissions lowered considerably, the cost of transportation and maintenance is also reduced.

Needless to say, these super light, high strength steels are a boon to the truck and trailer industry. Although the initial transition to AHSS machinery will incur expenses, they will be more than made up in the course of its life. The resultant reduction in weight, enhanced fuel economy and extended product lifetimes are game changers in a highly competitive sector, allowing firms to up their green quotient while enjoying long-term profitability.

Maximising the efficiency of our machines is no longer a choice, but an imperative, whether we look at it from the regulatory stand point or as a good business strategy. The freight and transportation industry is often singled out by governments and environmental organisations as the greatest nemesis to ambient air quality. It is time to change that perception through technological optimisation and adopting sound business practices. Lean and green is certainly the best way forward.

Ozgur Yalcin is area sales manager, Middle East at SSAB EMEA

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2016/04/19 10:19

JULY 2017 TRUCK&FLEET ME 37

INTERVIEW

A-stAr AttrActIon

Asad Badami tells T&FME that A-MAP is poised for further growth

A

l Muqarram Auto Spare Parts Trading (or to use its more familiar name A-MAP) leads a clutch of companies to have emerged from the aftermarket in Dubai and are now focused on sustained international growth.

The company which specialises in the distribution of aftermarket automotive spare parts, automotive batteries, tyres and lubricants was present at May’s Automechanika Dubai for the ninth time.

A-MAP sells its automotive spare parts, batteries, tyres and lubricants to trade professional’s worldwide and showcased at this year’s show was its Sebang batteries, Solite batteries, the Asimco range and the newly added Achilles tyres range. It has also recently expanded its presence in markets such as Russia and Qatar. It’s an impressive expansion during a time where most economies are shrinking.

“From an industrial point of view, the auto parts and car batteries sector is very secure and 38 TRUCK&FLEET ME JULY 2017

lucrative, where demand and business growth are always very reliable and consistent,” CEO Asad Badami says. “The automotive sector tends to shift internally, hence due to economic shifts, new car productions and their global sales growth are affected to some extent.”

He tells T&FME that the auto market remains robust in the region: “Keeping in mind the importance of spare parts and car batteries, demand still exists and is on a solid growth trajectory.”

He adds: “Driving vehicles on the roads is the daily requirement of endusers. People are still purchasing vehicles regardless of the global economic crunch.

In this region the major upcoming markets are still reflecting rapid growth, where more and more people are purchasing cars, which ultimately increases the demand and importance of spare parts and car batteries.”

The new JAFZA facility is expected to be completed by the end of 2017 and Badami adds that it will include a, “state of the art super flat”

In this region more and more people are purchasing cars, which ultimately increases the demand and importance of spare parts and car batteries”

floor, equipped with battery charging facilities as well as a quality control designated area.

“Our new development project located in Jebel Ali Free Zone South stands on 15,000 sqm of land which will offer a storage facility of 8,500 sqm. It will include additional storage of up to 20,000 palettes with a state of the art super flat floor, equipped with battery charging facilities as well as a quality control designated area.”

Part of A-MAP’s biggest products at the show were the Achilles tyres and Solite batteries ranges. Both have been added to the company’s roster to further bolster a diverse offering for a number of markets.

Late in 2016, A-MAP reached an agreement with Sharjah Municipality to supply Solite automotive batteries for their fleet, which it has said previously was a significant addition to the list of reputed companies, departments and institutions in its fleet portfolio. A-MAP believes the deal is also a demonstration of the attractiveness of being

INTERVIEW

able to offer, “360-degree service in line with partners’ requirements and specifications”.

Meanwhile, the addition of the Achilles radials to the range of the products follows an agreement with its Indonesian manufacturer to market the European and internationalrated tyres. Badami says he has been pleased with the reaction for the new product.

“Achilles has been well received in the market and we had a great deal of interest for the brand due to the products eco friendliness, economic value and performance,” he comments.

Looking at his business’ progress to date, Badami can see the further momentum ahead, particularly with the oncoming expansion in JAFZA. “Business growth may garner your business the advantage it needs to be a leader in a market niche. You can move into new geographic markets, acquire more customers or provide the next level of service to your present customers - perhaps, a service they have been asking you for.

“Growing your brand brings value to your business and quality to your

R&D AND qUALITY AND coNTRoL A-MAP’s QC department offers a range of value added services to its stakeholders and customers: • R&D on product development to meet customer requirements • Product analysis and continual improvement based on continuous field performance monitoring • Application engineering and fitment guidance to all customers • Training and education • On call service to all our customers on any battery issue • Toll free Customer Center Service 800 SOLITE

the auto parts and car batteries sector is very secure and lucrative, where demand and business growth are always very reliable and consistent”

customers. Both are important in creating goodwill in the marketplace.”

This year’s Automechanika Dubai show drew a mixed response from some exhibitors and visitors but Badami is clearly a big supporter of the event.

“We rate this exhibition very highly.

We have to be there because it is important for our identity in the market and it is the only exhibition that puts all parts of the automotive industry together in one show,” he says. “Automechanika offers us a platform and opportunity to meet and network with our existing customers from around the world as well as new ones to showcase our latest products and services in a professional setting. We had some influential visitors and the opportunity to meet potential new distributors.”

He continues: “Our stand attracted a good number of visitors this year with a positive response and allowed us to interact and engage with new business leads. Although we felt the general footfall at the exhibition to be less this year, the quality of meetings and contacts made, was an improvement from last year.”

SERVIcE AT THE cENTRE Service and training are central to A-MAP’s strategy for growth in the UAE market.

PoWERINg UP IN THE UAE The Solite brand of batteries will ben efit from A-MAP’s partnership with Al S erkal and its First Stop and Pit Stop retail outle ts.

JULY 2017 TRUCK&FLEET ME 39

PARTING SHOT

Touching The deserT

How OMD Network sold the Navarra to the outer reaches of Saudi Arabia

A

n advertising campaign promoting the Nissan Navara pick-up in Saudi Arabia has been recognised with an award at the Festival of Media MENA held recently in Dubai.

The campaign, delivered by the UAE office of the OMD network, had the tricky task of reaching key influencers within the Saudi desert-dwelling population and overcoming some ingrained views about the suitability of modern vehicles for harsh desert conditions. In these remote areas, small businesses and farmers have a long tradition of using Nissan pick-ups to conduct their daily affairs, a tradition that dates all the way back to the period when such vehicles bore the Datsun brand.

However, the elder generation has developed a belief that the older, less sophisticated vehicles of the 1960s and 1970s were tougher and better suited to the dunes than their modern counterparts.

In fact, such was the high regard in which the old Datsun pick-up was held that previous generations even had a name for the vehicle, Umm Azziez, meaning ‘mother of all that is dear’.

Within these societies, blood ties are strong and families have huge respect for clan leaders and are strongly influenced by them. Consequently, it is considered essential to connect with these elders in order to leverage their powers of persuasion within their extended family group.

Due to the nature of the campaign and its target audience, different approaches were therefore required to be applied by Nissan to reach this particular market segment, rather than the traditional approaches.

The campaign addressed the challenge of reaching the defined target audience with a bold and innovative solution where the elders were provided with Nissan Navaras to use as they wished while conducting their daily business. To make the connection with the fondly remembered Nissan and Datsun pick-ups of the past, the campaign used the title Abu Azziez or “father of all that is dear”.

“We really felt that it was essential to accentuate the connection with previous generations of Datsun and Nissan pick-ups which helped many of today’s tribal leaders establish their businesses and consequently their position

in society,” said Fadi Ghosn, chief marketing officer at Nissan Middle East. “The old Datsun pick-up was a capable and reliable partner for many of these individuals as they made their way in the world as young men. Today, as elders, they immediately understood the Abu Azziez reference and of course were intrigued to see how the all-new Navara would perform when compared with their memories of the Umm Azziez vehicles, which they still hold in such high regard.”

It didn’t take long for the desert-dwelling population to be hugely impressed by both the desert performance and the all-round cargo- and passenger-carrying capabilities of this rugged workhorse. Consequently, word quickly spread around the various tribal groups about the suitability of the Navara for day-today rigours of rural life in the Kingdom.

“We achieved high reach within our target audience through test drives in rural areas which in turn led to a market share increase. It was a truly stunning result for the Abu Azziez campaign,” said Fadi Ghosn, chief marketing officer at Nissan Middle East.

NEXT ISSUE: SPEcIAL INTERvIEw wITH vOLvO TRUckS SAfETY TEAM IN SwEDEN, TYRES ON A ROLL, wORkSHOP EffIcIENcY, vAN vANGUARD AND MUcH MORE!

40 TRUCK&FLEET ME JULY 2017

TWO YEARS. WE’RE EXTENDING THE WARRANTY.

For more information, please contact us at middleeast@man.eu www.man-middleeast.com Terms and Conditions apply. This campaign is not applicable in Oman.