Craig Uren, chief operating office of Isuzu Truck SA. Picture: ISUZU TRUCKS SOUTHERN AFRICA
Craig Uren, chief operating office of Isuzu Truck SA. Picture: ISUZU TRUCKS SOUTHERN AFRICA

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ISUZU Truck SA, which established itself locally in 2006 as a joint venture between the Japan parent company and General Motors SA, this year commemorates a decade of trading in the country. In contrast, its parent company, Isuzu Motors Japan, celebrates its centenary this year.

The new company took over the distribution and support within SA as well as Malawi, Mozambique, Zambia, Zimbabwe and Mauritius for all Isuzu Trucks from 3.5-tonnes upwards. General Motors SA, meanwhile, will continue with offering the KB bakkie range.

Isuzu Truck SA says it has identified the growing demand for logistics and aftermarket support in the country. This decision was supported through increased success and acceptance of the brand in SA as demonstrated in the increase in the annual retail sales volumes. The stage was set as the growth rate had stretched the shared resources, particularly in the service and technical support fields, prompting a move to a dedicated organisation.

The parent company recognised the South African market as one of its major export growth markets and included it in its global strategy of expanding its operations in more than 100 countries.

The company, with chief operating officer Craig Uren at the helm, has embraced all the uncertainty prevailing in the market and managed all the variables to remain competitive, while not losing sight of its customer-centred approach to providing solutions that increase productivity and profitability.

"The industry has been through declines in 2001 and 2009 and the strategies we applied then are no different to what we require today to keep our business on track and even to grow. Success comes with being able to analyse the problems and institute growth and development strategies without pressing the proverbial panic button," says Uren. "The perspective of the rest of the world is that the demand for trucks has not been severely impacted as they have faced similar pitfalls such as fuel prices, political upheavals and immigration crises. The drought and our internal politics with load shedding, bad administration and labour unrest make our situation unique compared to the rest of the world.

"We have had the same problems for years but our businessmen continuously find a new operational level and a paradigm that is positive about the economy."

According to Uren, last year was one of the best in the short history of Isuzu Truck SA, for not only was it the most challenging but also the most rewarding as the results anticipated for the 10-year plan were achieved a year earlier than expected. The 4,550 units sold last year and 14.9% overall market share ensured it ended the year as the number one supplier for the third year in a row. In all, the full spectrum of the product range contributed to the results, each having increased their market share, the N-Series from 23% to 27% and the F-Series from 29% to 33%.

While the automotive industry trades under pressures, the outfit looks to remain buoyant in the sales stakes for the rest of the year.