efficient fleets telematics and technology
013 FEBRUARY 2015
MIDDLE EAST
Limousine TransporT A service provided by Emirates Transport
Premium offer VolVo Trucks
mercedesBenz’s Big deserT Bash
transport leader
EmiratEs transport’s rolE supporting thE uaE’s growing Economy
02 CONTENTS
A supplement of Cmme
MIDDLE EAST
GROUp ChAiRMAn AnD FOUnDER Dominic DE SoUSA GROUp CEO nADEEm HooD
06
GROUp COO GinA o’HARA pUBLiShinG DiRECTOR RAZ iSLAm raz.islam@cpimediagroup.com +971 4 375 5483 EDiTORiAL DiRECTOR ViJAYA cHERiAn vijaya.cherian@cpimediagroup.com +971 4 375 5472 editOrial
18
telemAtiCs: oem or third pArty? This month’s focus on telematics is a timely
SUB EDiTOR AELRED DoYLE
(IT) tools available to fleet owners in order
advertiSinG COMMERCiAL DiRECTOR micHAEL STAnSFiELD michael.stansfield@cpimediagroup.com +971 4 375 5497
their vehicles. Many OEMs offer telematics as an option on their vehicles in the
SALES EXECUTiVE BiPin SonEJi bipin.soneji@cpidubai.com +971 4 433 2856
region, and – like any new performanceenhancing feature – uptake will increase as the market warms to the technology.
02 / dune bAshing Mercedes-Benz takes us to the desert to prove its trucks are optimal for off-road driving. inTERviEw
06 / trAnsport leAder Emirates Transport has diversified to support the UAE economy, says its general manager.
deSiGn
But unlike a vehicle feature, such swiftly becoming the industry standard
ART DiRECTOR Simon coBon JUniOR GRAphiC DESiGnER PERciVAL mAnALAYSAY
in some segments of the market, the
MarKetinG
as the automated gearboxes which are
MARKETinG MAnAGER LiSA JUSTicE lisa.justice@cpimediagroup.com +971 4 375 5498
value of telematics to a company relies on the ability of fleet managers to use the technology, rather than just the drivers. Deciding which telematics option is best
CirCUlatiOn & PrOdUCtiOn
for a fleet is based on many things, including
DiSTRiBUTiOn MAnAGER COnSTRUCTiOn & BROADCAST DiViSiOn SUniL KUmAR sunil.kumar@cpimediagroup.com +971 4 375 5476
the age of the fleet and whether it’s a mixedbrand fleet or predominantly built around one
nETwoRK
10 / uAe roAds to expAnd The UAE Government has announced plans to develop federal roads.
vehicle brand. If your fleet largely consists of one vehicle make, then the OEM-supplied option may be best for you. If your fleet is diverse, then bolt-on may be the way to go.
14 / mAnAge your info Fleet owners need to do their homework before investing in telematics, writes Steve Cross.
and OEMs are investing heavily in telematics, and there are plenty of worthy contenders for your telematics supply contract.
pRODUCTiOn MAnAGER ViPin V. ViJAY vipin.vijay@cpimediagroup.com +971 4 375 5713 diGital
Either way, both third-party suppliers
opinion
REpORTER JERUSHA SEqUEiRA jerusha.sequeira@cpimediagroup.com +971 4 375 5477
reminder of the many information technology to monitor and analyse the performance of
FEaTURE
ACTinG EDiTOR STiAn oVERDAHL stian.overdahl@cpidubai.com +49 176 759 89 250
DiGiTAL SERViCES MAnAGER TRiSTAn TRoY mAAGmA
PUbliShed by
TECh FoCUs
Registered at imPZ Po Box 13700 Dubai, UAE
We learn how telematics systems can lead to more efficiency and safer driving.
Tel: +971 4 440 9100 Fax: +971 4 447 2409 www.cpimediagroup.com
18 / stAy ConneCted
Printed by
paRTing shoT
Printwell Printing Press LLc
24 / smooth sAiling
© copyright 2015 cPi. All rights reserved
Dongfeng Trucks leverages sport to connect with buyers, sponsoring the Volvo Ocean Race.
Stian Overdahl ACting editor
While the publishers have made every effort to ensure the accuracy of all information in this magazine, they will not be held responsible for any errors therein.
FEBRUARY 2015 TRUCK&FLEET ME 1
FEATURE
The Zetros is designed for delivering payloads across difficult terrain and can be equipped with a variety of body options.
Conquering the dunes
Desert Driving is challenging but absolutely necessary for off-roaD applications in the gcc. MerceDes-benz trucks useD a custoMer event to prove its actros, zetros anD uniMog trucks are up to the task 2 TRUCK&FLEET ME FEBRUARY 2015
FEATURE
Mercedes-Benz offered customers the opportunity to test-drive its Unimog, Actros and Zetros trucks in a desert event in Dubai.
The Unimog U 4000, a member of the high-mobility Unimog range. The Unimog series is designed for a range of applications, including firefighting and defence.
T
he true test of any truck is not on the UAE’s smoothly paved roads. Recognising this, MercedesBenz organised a Truck Desert Experience event in Dubai last November, aimed at giving buyers a hands-on feel of the manufacturer’s heavy-duty trucks in off-road conditions. The German manufacturer organised two events – one for customers, and one at a later date for media – on a stretch of desert close to the Bab Al Shams Resort, where attendees could test drive the Mercedes-Benz Actros, Zetros and Unimog trucks over the dunes. About 230 people attended the customer event, mainly from the logistics and haulage industry, Mercedes-Benz representatives said. A team of professional drivers from Germany provided instruction on how to manoeuvre the trucks over the dunes. Available to drive were an Actros 4048 AS (6x6), a Zetros 2733A platform with crane (6x6, with an Allison automatic gearbox),
Professional drivers from Germany were arranged for the event, and offered guidance on how to steer the trucks on the dunes.
ferred by the In this Zetros model, power is trans G 131 transmission, z -Ben edes Merc d shifte hydraulically ler gear. craw a and s gear with eight forward
a Zetros 2733A platform with tarpaulin (6x6) and a Unimog U4000 double cab platform with tarpaulin (4x4). The trucks are optimised for Middle Eastern conditions, including fuel and air filters and enhanced cooling systems for improved performance and comfort. The Actros is one of the manufacturer’s best-selling models. Boasting a powerful V8 engine (476 hp, 2300 Nm, Euro 2), the truck is specially built for harsh conditions and can operate even with high-sulphur diesel fuel. Bearing in mind the hot and dusty weather of the region, the 4048 AS is equipped with increased engine cooling power, a tandem air cleaner system and a high-speed fan with belt drive. Additionally, it offers a 6x6 axle configuration for optimal traction and very high payload. Touted as Mercedes-Benz’s “off-road expert”, the Zetros 2733A comes equipped with a six-cylinder in-line engine (326 hp, 1300 Nm, Euro 3). The Zetros offers buyers two transmission options: six-speed Allison automatic transmission with retarder,
The Zetros 2733 A is available with both automatic and manual transmissions. Pictured above is a model equipped with an Allison automatic gearbox.
and nine-speed transmission with manual hydraulic shifting. Comfort also gets a boost with the Zetros’ cab-behind-engine concept, which ensures a level cab floor and freedom of movement, in contrast to its counterpart the Actros, which offers cab-over-engine. With this design, the Zetros is the vehicle of choice for delivering payloads across off-road terrain, or for highspeed applications such as fire engines. The M-cab with centre seat also allows easier access to the engine compartment without the need to unload the cabin, enhancing maintenance ease. The third model available was the Unimog U 4000, part of the high mobility Unimog series designed for a wide range of applications, including firefighting, disaster aid and defence. This offers high torsional flexibility, essential for navigating difficult terrain. Features include three-point mounting of the engine and transmission, and when negotiating rough terrain or obstacles the body or mounted equipment tilts at a different angle from the
FEBRUARY 2015 TRUCK&FLEET ME 3 JFEBRUARY
FEATURE
The Actros is often the vehicle of choice for long-haul transport and is widely used in industries including construction.
cab, resulting in large relative movements that produce no mechanical stressing, which would otherwise be harmful to the vehicle or body. The Unimog range is also available with high-performance four-wheel drive, consisting of front-wheel drive which is pneumatically engageable on the move, along with differential locks for front and rear as well as centre. Additionally, the U 3000, U 4000 and U 5000 models come in two wheelbase versions, 3250mm and 3850mm. The short wheelbase is for versions where compact design and manoeuvrability are required, whereas the latter is suited for use with large bodies or combinations of bodies. “This driving event is an excellent opportunity for our valuable customers to test the endurance of our vehicles under extreme conditions. Professional instructors coach the customers while driving in order to explore the limits,” said Thomas Hoevermann, head of Product & Marketing at Daimler Middle East & Levant. Mercedes-Benz looks set to offer more such events in the future, in light of positive response from customers. “The feedback was outstanding, especially from our customers from the Middle East,” Hoevermann said. Driving experiences will continue to be part of the manufacturer’s CRM portfolio, he added, as such events are the best way to experience the trucks.
The Unimog models are available in a short wheelbase version, suitable when compact design and manoeuvrability are crucial, and a long wheelbase version ideal for larger bodies.
The Zetros with manual transmission. A key difference between this model and the Actros is the cab-behind-axle design, making it a good choice for off-road and bumpy terrain.
For construction, the Actros’ brake systems are tailored to vehicle applications, with different systems for tipper models and all-wheel drive vehicles.
“this driving event is an excellent opportunity for our valuable customers to test the endurance of our vehicles under extreme conditions” 4 TRUCK&FLEET ME FEBRUARY 2015
INTERVIEW
GrowinG with a nation
founded in 1981, emirates transport has grown and expanded to support diversification of the uae economy. t&F me speaks with general manager H.e. moHammed abdullaH al Jarman
6 TRUCK&FLEET ME FEBRUARY 2015
INTERVIEW
TRUCK & FLEET MIDDLE EAST: What was the founding vision for Emirates Transport? H.E. MOHAMMED ABDULLAH AL JARMAN: Emirates Transport was founded in 1981 by the late H.H. Sheikh Zayed, to provide school transportation services for the government schools of the UAE. Part of the UAE Federal Government, ET’s mission was to serve the public schools by providing the highest levels of quality in service provisioning of school transportation. Through the later years, the economy of the UAE became more diversified with various businesses operating in the country, and companies such as ET that are imperative for the UAE’s economy also had to change. Many services were added to our portfolio: transport and rental, limousine, logistics, petroleum transport, facility management, security, transport technology, motorcycle and valet parking, conversion of vehicles to natural gas, and much more. The organisation became much more than a school transport service provider, and as the services provided developed, so did our level of quality. ET’s founding vision of providing quality service for reasonable prices and with the use of best practices has made us a leading organisation in the fields we operate in. T&F: What services are provided by ET, and how is it different from other companies? AL JARMAN: We have seven main divisions, four of which are profit-based: the School Transport division, Logistics division, Auto Maintenance division and Transport & Rental division. Under each of these divisions there is a total of 21 business centres which provide
different services: school transportation for both government and private schools, rental, leasing, advertising on the fleet, driving school, petroleum transportation, valet parking and motorbikes, gas conversion, vehicle auction, technical service and inspection, limousine, dry wash unit and tyre retreading factory, road assistance unit, reform structure unit. ET’s customers are both government and private organisations operating in various sectors in the UAE, government, semi-government, banks, hotels, individual customers and many others. As for what makes our services different: it is our commitment to quality, manifest in the long-term relationships we have with our clients. This quality comes from our own internal processes and corporate governance which cares about providing good training for our staff, maintaining our assets for better
FEBRUARY 2015 TRUCK&FLEET ME 7
INTERVIEW
aim for the Expo is to develop best practices which we can benefit from by improving our transportation system. This in turn will contribute towards improving the transportation system in the UAE as a whole. We are looking forward to sharing our best practices in managing the largest fleet in the region, while keeping pollution levels to a minimum. We will support Expo 2020 as an event over its six-month duration, and participating companies as well, using the diversity of our services. These include transportation, leasing rental and facility management, as well as contributing with our innovative transportation solutions, which will be the transport artery at the fair.
H.e. mohamed al Jarman receiving the dubai Human development award on behalf of emirates transport, from H.H. sheikh Hamdan bin muhammed bin rashid al maktoum, the Crown prince of dubai.
services and having infrastructure to support our customers across the UAE. T&F: How do you ensure ET contributes to the success of companies and organisations relying on your services? AL JARMAN: The growth of any organisation depends on understanding the market, the customers and their needs, while continuously improving the internal processes, procedures and work systems. The reason behind Emirates Transport’s growth and diversity of services is its comprehension of the market changes in the UAE. We are always close to our customers, whether individuals or corporate. We understand the importance of our role for both the customers and the government of the country which we represent. That’s why we care about providing the best quality services, while always looking at how we can improve the ways we are doing business, and that’s how we came to provide 38 services to over 830 customers. ET is not just a service provider to its
customers. We treat our database of companies as partners who we mutually exchange benefit with by providing our service and additionally gaining knowledge about how we can improve. We recently created our own research and development centre, the Competitiveness and Information Centre of Emirates Transport, which provides us with updated information about the market and recent innovations which we aspire to integrate into our business. T&F: What are some key goals and targets for supporting a successful Expo 2020 in Dubai? AL JARMAN: Winning Expo 2020 is both a challenge for government organisations operating in the UAE, and an opportunity. This version of the Expo is about sustainable transportation, which dovetails with the aims of Emirates Transport, as we are always looking for ways to implement sustainable practices in our organisation, as well as reducing our environmental footprint and using eco-friendly products as components of our fleet. Our main
T&F: Emirates Transport is the biggest fleet provider in the UAE market. How is the organisation managed? AL JARMAN: ET is divided into 21 business centres operated by eight executive managers, who are managed by the general manager. Each business centre is responsible for a specific region and type of customers and contracts, operating through 36 different locations across the UAE. The centralised management is always close to its employees, from managers to operators to supporting duties. Managing our fleet entails the various tools ET has developed, including fleet management solutions, vehicle tracking systems and CCTV cameras which ensure the safety of the passengers – especially the 200,000-plus students transported via our buses daily – and developing workflow plans and procedures to take the best routes to reduce the usage of petrol. We have well-trained professional drivers who maintain the utmost levels of safety and care on the trips, with a well-equipped fleet with local and international safety standards and features.
“ManaGinG our fleet takes place with the various tools et has developed – includinG fleet ManaGeMent solutions, vehicle trackinG systeMs and cctv caMeras – which ensures the safety of the passenGers" 200,000: number of students transported by emirates transport each school day 8 TRUCK&FLEET ME FEBRUARY 2015
INTERVIEW
CnG conversion is a key green initiative from emirates transport, reducing emissions and operational costs.
T&F: ET is known for innovative solutions to transport, such as the Dual Trip system for school buses. What have been some of your innovation and efficiency milestones?
steps away from the bus. There are many other initiatives to be announced by ET at a later stage, such as the Smart Bus, and we are looking at both innovation and safety on the buses in our fleet.
AL JARMAN: Emirates Transport has won various local and international awards and recognitions which reflect its leadership in the school transportation field. The Dual Trip system allows the use of the same bus to transport both male and female students in the same school district, but in two separate trips. The environmental and economic benefits include less time spent by students on the bus, a reduction in the number of school buses required and less traffic congestion during peak times. For this system, we were awarded the Grow with Public Transport award for the MENA region at the International Association of Public Transport conference in Geneva. Other innovative applications in the provisioning of school transportation include the implementation of the Golden Rule, a safety regulation adopted by ET to prevent the main source of accidents, which are most likely to take place when students get on or off the bus. The Golden Rule states that there are dangerous and very dangerous areas around the bus, and that students should take special care until they are ten
T&F: What are some of your green initiatives in place? Will further green initiatives be needed to contribute to the goals of Vision 2021? AL JARMAN: Emirates Transport is an integral part of the UAE community and always looking for ways to improve, through continuous care in creating and participating with strategic customers in their CSR programmes. ET was recently awarded an A rating from the Global Reporting Initiative (GRI) – one of the world's foremost authorities for sustainability reporting – for its sustainability initiatives. Currently, the main concern in the UAE and worldwide is the environment, looking for ways to decrease our carbon footprint. That’s why ET, under a contract with Adnoc Distribution, created the Etihad Centre for Gas Conversion, for the conversion of vehicles from petrol to compressed natural gas (CNG). CNG doesn’t only help lower pollution levels but also contributes towards decreasing the costs associated with petrol usage. The initiative has been very successful, with 4029 vehicles converted in the country
since the inauguration of the project in 2011, and both government and private organisations are encouraging fleet conversion to benefit the environment and cut costs. ET is also experimenting with using biodiesel in its buses; we are still experimenting and looking at best practices worldwide. Since ET has the largest fleet in the region and is a government organisation, we are always looking for other green initiatives in order to contribute towards implementing the green economy initiative in the vision of the UAE 2021, looking to an alternative source of energy other than petrol and diesel to decrease pollution rates in the country and contribute to a better world environment. Other ET green initiatives include a tyre retreading unit, which recycles tyres to minimise waste for a better environment. A dry car wash project we have implemented means less usage of water and depends on environmentally friendly substances to clean cars, which provides better results than the use of water and saves a vital environmental resource such as water. There are other environmentally-friendly projects in the pipeline, as we consider decreasing the carbon footprint and saving the environment to be part of our strategic goals of doing business.
4,029: number of petrol vehicles converted to cng since 2011 by the conversion centre FEBRUARY 2015 TRUCK&FLEET ME 9
NETWORK
NETWORK 02 15
YOUR MONTHLY GUIDE TO THE MIDDLE EAST’S TRUCK AND FLEET OPERATOR NETWORK The government plans to improve and expand the road network across the UAE.
UAE roAds To EXPANd UAE’s Ministry of Public Works has announced plans to develop federal roads in the country by extending them, building rest areas on highways and installing LED lights for energy efficiency, among other measures. “The federal road network has grown by 35% since 2007, but nevertheless we still ensure that [roads] meet the highest international standards,” said Abdullah Belhaif Al Nuaimi, Minister of Public Works. The ministry has conducted studies to determine the most effective way of linking northern and eastern parts of the Emirates, he added. “Currently, we are overseeing a project to extend Emirates Road from Umm Al Quwain to Ras Al Khaimah by 23km, costing about AED 220 million [about $60 million]. Another project, costing AED 150 million [$40.8 million], is tying Ittihad
Road and Falaj Al Mualla to the primary entry point of Umm Al Quwain. The projects are being carried out with the aim of increasing the safety of the roads and decreasing the rates of accidents.” Al Nuaimi added that rest areas will be built along highways, each designated for motorists, police, special needs, trucks and ambulances. The ministry is also undertaking efforts to build more environment-friendly infrastructure by installing LED lights on federal roads to reduce carbon dioxide emissions, he said. Other plans include the Masar initiative, whereby customised vehicles will monitor and patrol federal roads to report any damage to asphalt layers, lighting systems, directional signs and safety requirements. Additionally, there are also plans for control rooms linked to the Ministry of Public Works and the National Crisis and Disasters Management Authority.
DAimLER sELLs 500K TRUCKs
Daimler Trucks sold nearly 500,000 trucks last year, despite tough market conditions. The commercial vehicles manufacturer delivered 445,300 units over the first 11 months of 2014, an increase of 3% over the same period in the previous year. In 2013, Daimler Trucks sold nearly 484,200 vehicles under the MercedesBenz, FUSO, Freightliner, Western Star, Thomas Built Buses and BharatBenz brands. “Our intense efforts in all regions are paying dividends. Despite many economic challenges in some key markets, we can look back on 12 successful months. With almost 500,000 trucks sold, we are already coming very close to our target envisaged for 2015,” said Dr Wolfgang Bernhard, board member of Daimler AG. Weak economic prospects and political uncertainty shadowed the commercial vehicles market in Latin America, Daimler Trucks said in a statement. In Europe, sales were affected by several factors including a lack of economic development, introduction of new Euro VI emissions standards and the political situation in Eastern Europe. In North America and Japan, however, the business environment was more positive, the statement said.
POLiCE iN ThE UAE RECORDED OvER 128,000 sPEEDiNg OFFENCEs iN ThE COUNTRy iN 2014. OUT OF This FigURE, 48,000 viOLATiONs iNvOLvED DRivERs ExCEEDiNg ThE sPEED LimiT by AT LEAsT 60 Km/h 10 TRUCK&FLEET ME FEBRUARY 2015
NETWORK
bmW gROUP sALEs sOAR 23% iN miDDLE EAsT The BMW Group saw a 23% increase in sales across the Middle East in 2014 compared to the same period in 2013, the manufacturer has announced. The company sold 30,148 BMW and MINI cars across 12 countries, achieving doubledigit growth in almost all GCC markets. The UAE contributed to 54% of the BMW Group’s sales in the Middle East, followed by Saudi Arabia at 14% and Kuwait at 12%. The BMW 5 Series is the regional bestseller, with 5% growth and 5,915 cars sold, while MINI sold 1,608 cars across eight Middle East markets.
vOLvO COmPLETEs 45% ACqUisiTiON OF DONgFENg COmmERCiAL vEhiCLEs AB Volvo has completed the acquisition of 45% of Dongfeng Commercial Vehicles for about $886 million, the Swedish firm announced. Volvo signed an agreement in January 2013 with Dongfeng to acquire a 45% stake in its subsidiary Dongfeng Commercial Vehicles, including the
Chinese manufacturer’s operations in heavy-duty and medium-duty commercial vehicles. All necessary approvals for the deal have been obtained, Volvo Group said in a statement. The transaction will make the company the world’s largest maker of medium and heavy-duty trucks.
RTA CRACKs DOWN ON iLLEgAL TAxis iN DUbAi Dubai’s Roads and Transport Authority (RTA) has launched the Saher campaign against illegal taxis operating in the Emirate. The exact scale of illegal taxi activities is hard to quantify because it involves different kinds of vehicles, including private vehicles, company vehicles, rented cars and commercial vehicles, an RTA official said. Moreover, operators of illegal taxis frequently change pickup points to avoid being caught by the authorities. “While this practice is in general receding under the intensive enforcement and hefty fines in place, newcomers are engaged in this activity, while some frequent violators do come again following a short spell,” said Abdullah Al Mahra, the Director of Franchising and Enforcement, RTA Public Transport Agency.
“Tracks everything that moves...Smartly “
SamTech Middle East FZ-LLC Dubai Internet City, DIC 13 hp Building 2nd Floor, Office 220. 500306, Dubai, United Arab Emirates.
Tel: +971 (4) 3901498 Fax: +971 (4) 3664598 Toll Free: 800 2511 Email: info@samtech-me.com
FEBRUARY 2015 TRUCK&FLEET ME 11
COMMENT
Time To invesT in telematics? Fleet owners need to assess their business needs beFore investing in telematics, says steve cross
Steve Cross is a Fellow of the Chartered Institute of Logistics (CILT), and is on the board of CILT GCC. Steve is managing director of the ATMS Division of CenGlobal.
12 TRUCK&FLEET ME FEBRUARY 2015
T
he big question when it comes to GPS tracking, telematics and fleet management is: What should you buy, and why? As with most business investment projects, the key is to think about your business needs and growth plans, to evaluate the technology in the market and its applicability to your business. ‘Black box’ telematics systems are common. These have a vehicle tracking device that determines the vehicle’s location (latitude and longitude) from satellites orbiting the Earth, in exactly the same way a smartphone does. Like your smartphone, they can also record speed and direction. This information is sent back to ‘base’ using a simple mobile data link enabled by a SIM card in the black box. This information can be viewed live, for instance on a Google map, or stored for months and years and viewed historically. It’s entertaining information, but needs to be managed to be of real business use. So why not just use a smartphone? The black box has extra functions, and can be hidden from view to avoid tampering. A black box can accept alarm inputs – for instance, a door being opened or a driver panic button being pressed. It may also perform diagnostic and monitoring functions. The information available varies from vehicle to vehicle, but includes things like fuel consumption, engine revs, speed and engine faults. Vehicle idling can be easily deduced using this information and is often one of the quick wins of telematics. However, your driver may have very good reason for idling to keep his air conditioning running during a heatwave in August! Safer, more economical driving is the aim of responsible businesses, and telematics can play a big role. A g-force sensor can detect
harsh braking, sudden acceleration and sharp cornering, notifying you that your drivers need extra training. These systems need calibration, so check their effectiveness with long-term users before you invest. And it’s only by acting on this data that you’ll achieve results. Telematics can include CCTV, with multiple cameras per vehicle. Mobile video can be stored for days or even months, and the video can be streamed on demand or even automatically if there’s an incident. Video is often useful for monitoring vehicle loading and unloading to reduce damage and theft. Cameras can monitor the front, rear and sides of a vehicle to record accidents and attribute blame, and this can help eliminate fraudulent insurance claims and lead to better driving standards. Smartphone-based systems are reducing the demand for telematics from some fleet users. These apps can manage a delivery route, giving drivers instructions and navigation information. The phone knows when the delivery is about to happen, based on proximity to the destination, and a message can be sent to the person awaiting the delivery. The system records the vehicle route and the conformance to dispatch times, allowing a fleet manager to look for more efficient delivery routes and overall route management. While this may be a solution for certain businesses, from a fleet management perspective most smartphone systems can’t talk directly to your vehicle to receive diagnostic information. In summary, when it comes to telematics, define your business needs and do your homework. Don’t get distracted by lots of bells and whistles, and check out both your supplier and their equipment with at least three other long-term users in a similar field to your own.
INTERVIEW
Premium offer
The qualiTy of VolVo Trucks' offering in The gcc – iTs producTs, afTer sales and The organisaTion iTself – is on a par wiTh iTs european operaTions, VolVo Trucks presidenT claes nilsson Tells Truck & FleeT Middle easT 14 TRUCK&FLEET ME FEBRUARY 2015
INTERVIEW
W
ith a busy launch calendar in 2014, Volvo Trucks turned to video as its medium of choice to demonstrate the latest features available on the new trucks, including its FMX, FM and FH. What followed was a memorable series of videos, including a hamster showing how easily a truck can be steered with the new Volvo Dynamic Steering, an FE truck chased by bulls through the narrow streets of a medieval city in Spain, and of course the 'Epic Split' video with JeanClaude Van Damme, who performed the splits between two reversing FMs to demonstrate the control and precision afforded the driver with dynamic steering. 'Epic Split' went on to become the most-watched automotive video on YouTube, racking up 77 million views and winning a number of awards, as well as virtually rewriting the playbook for B2B marketing success. But Volvo Trucks president Claes Nilsson wasn’t spared a starring role, with the president placed on the front end of a new 15-tonne FMX hanging from a ship-to-shore crane above Gothenburg Harbour, in order to demonstrate the strength of the hook on the new heavy-duty trucks (‘the hook’ also provided the punchline for the video, which has over three million views). Making the video involved standing for two hours exposed to frigid Swedish weather (the temperature was eight degrees Celsius plus windchill), but it’s the kind of clever marketing that most executives or company presidents can only dream about (see box page 17). Truck & Fleet ME interviewed Nilsson about Volvo Trucks in the GCC at the IAA commercial vehicles show last year in Hanover, Germany. It wasn’t a case of sticking to generalities about the global truck market – Nilsson is well-acquainted with the markets in the Middle East and the strong performance of his dealers in the GCC, particularly in the two largest markets, Saudi Arabia and the UAE, where Volvo Trucks is represented
by Zahid Tractor and Al-Futtaim Auto and Machinery Company (FAMCO) respectively. “For Volvo Trucks, the UAE and Saudi Arabia have for a long time been very important markets for us. We see them as established and important markets,” says Nilsson. “We have assembly operations in Saudi Arabia along with our partner Zahid Tractor, and we have our partner in the UAE with Al-Futtaim. “The Gulf region is clearly important to us, and we continue to pay a lot of attention to these markets, both in terms of products and people, and ensuring we have the right organisations in place.” Volvo Trucks has been investing in the region, including an expanded regional office in Dubai, since 2006. At the beginning of last year it held its largest launch event in the region, releasing the new FMX, FM and FH trucks at the Yas Marina Circuit in Abu Dhabi, an event which in addition to driving the new trucks on the race track included a specially prepared off-road course. Its efforts were rewarded handsomely with strong market growth figures across the region for the year. The company reported a 24% increase in vehicle deliveries in the Middle East region, with growth in the UAE of 49% and growth in Iraq of 67%, including a large delivery of 282 FMX units to Baghdad Municipality. Nilsson’s view is that Volvo Trucks’ offering in the GCC markets – the quality of its products, levels of after sales service and the proficiency of its organisation and staff – is on a par with Europe, though of course the trucks themselves are adapted to the conditions here, equipped with a Euro 3 engine and engineering solutions to cope with the heat, dust and fuel quality. Saudi Arabia is the largest truck market in the GCC, and Volvo Trucks is one of just a few manufacturers of heavy vehicles with in-country assembly in the Kingdom. In a sign of its success in the market, partner Zahid Tractor is currently building a second assembly plant to replace its existing plant in Jeddah.
sTeerinG wiTh one finGer Volvo dynamic steering (Vds) is an active steering system using an electric motor connected to the hydro-mechanical steering system. The motor reduces the required steering force by up to 85% (allowing a driver to steer a truck with a single finger and reducing back strain), as well as reducing steering kicks caused by potholes and other road damage, or on off-road terrain. The Vds is controlled by an ecu that receives input from vehicle state sensors and an integrated torque sensor (the ecu receives 2,000 signals per second from the sensors), and improves directional stability at high speed, reducing deviations caused by gusts of wind or banked roads. in case of a failure, it reverts to a failsafe mode so that the steering works as it would on a truck without Vds.
“The Saudi market is significant, and has been for a long time,” says Nilsson. “We are constrained in the [assembly] operations we have now, so that limits how many units we can sell. The output of the current plant is much higher than the maximum capacity that was planned for in the beginning. We just need more capacity, and it’s not possible to extend it further.” The new Volvo assembly plant in the King Abdullah Economic City (KAEC) development north of Jeddah will have a greatly expanded capacity, able to produce up to 4,000 trucks per year in single-shift operation, or a whopping 7,000 trucks in two-shift operation. The CKD plant will officially open in Q4 of this year. The new model launches in 2014 included a number of polished offerings. The new FH received the Truck of the Year Award in 2014, the FMX is recognised as one of the toughest heavy-duty trucks on the market, and the FM is an all-rounder. There were also innovations that presented entirely new concepts for the global market, most prominently the active steering system Volvo Dynamic Steering (VDS) (see box). There’s plenty to be excited
“The Gulf reGion is clearly imporTanT To us, and we conTinue To pay a loT of aTTenTion To These markeTs, boTh in Terms of producTs and people, and ensurinG we have The riGhT orGanisaTions in place” FEBRUARY 2015 TRUCK&FLEET ME 15
INTERVIEW
in the driver's seat - claes nilsson has presided over Volvo Trucks' successful model regeneration.
about – but does Volvo Trucks have the best overall offering on the market? We put the question to Nilsson. “Well, I’m slightly biased on that question,” he laughs. “I think that we have the best truck in the industry. But we have very strong competitors, and we should not neglect that. I’m sure that you can find some features where they are better than us. Generally, we think we are developing good, innovative features, not just because they are innovative but because there is a real value for our owners and customers. “I’m very pleased and proud of what is coming out of our engineering department, what brain power we have. That’s very good to see. Our customers are appreciating it, and that’s why we’re seeing a growing market share in Europe with the new products. "At the same time, there is a cost attached for our customers, and they have to have the type of operation where they can see the value of that. Therefore we will never be the
cheapest, and there will be many customers who cannot get the pay-off of these inventions.” Whether a customer elects to buy a truck with top-flight features, or stick to a more basic vehicle, comes down to a question of which features boost vehicle performance (and profitability) across a truck’s lifecycle. But requirements also vary between regions, says Nilsson. “The timing of when we introduce different features has to be adapted to the local market needs, and what customers really can appreciate. In some markets we are sticking to more robust specifications, and we may not offer the high-tech features immediately. You have developments in all countries around features such as safety, but there might be different timing for when customers are prepared to pay for different features; that’s something we need to be careful of.” The technology feature with the biggest impact in the GCC across the Volvo Trucks range is the automated I-Shift gearbox. It has been
available in the region for a number of years, with higher penetration in some markets, including the UAE and Oman at around 100%, while in Saudi Arabia uptake is only at 30%. With the new models launched, the I-Shift is also available on the distribution-geared FE and FL ranges. For customers who purchase a new truck with I-Shift, the addition of an automated transmission is a game-changer, with less driver-caused damage to the driveline through poor gear-shifting, improved fuel economy through correct gear selection, and a less tiring experience for the driver. The benefits of the I-Shift can also be easily demonstrated to a prospective truck buyer, with one owner remarking after a test drive at the Yas Marina Circuit launch that driving a Volvo Truck with I-Shift around the track was easier than rounding the racecourse in his Bentley. Uptake in the GCC has been fast, as fleet owners recognise the total cost of ownership (TCO) benefits. In 2014, FAMCO celebrated the
“The TiminG of when we inTroduce differenT feaTures has To be adapTed To The local markeT needs and whaT local cusTomers can really appreciaTe” 16 TRUCK&FLEET ME FEBRUARY 2015
INTERVIEW
sale of its 1,000th truck with I-Shift, and the trend is that once fleet owners start buying I-Shifts they don’t go back to manual, in part because of its popularity with drivers. Volvo Trucks is part of one of the largest heavy equipment companies in the world, AB Volvo, whose brands include Volvo Buses, Volvo Construction Equipment and engine-maker Volvo Penta, as well as a financial services arm. Volvo also owns a number of different truck brands, and is the largest producer of heavy-duty trucks in the world. What does this mean for Volvo Trucks customers? “In our industry, economies of scale are very important, both in terms of purchasing, but also some of the basic technologies, for example combustion technologies,” explains Nilsson. “With all the emission steps, there’s an extremely high cost connected to that, so if you can use some of the same technology and concepts for the different brands, then of course there’s a huge cost advantage for us. [Consolidation] is completely implemented on the development side, purchasing side and on the industrial side.”
on Those videos When we ask nilsson which is his favourite Volvo Trucks video, he won't be pinned down. “They’re all quite interesting, but of course the biggest attention is for the Jean-claude Van damme. The others are all as good. so i think it’s the whole series that i am proudest of, rather than one individual film. But it’s important that in each video we are close to the product, it’s a real feature that we want to boost – it’s not just the fun part.” inspiration for the videos came as a result of the new features introduced in the range. “When we planned the launch of this new generation and saw all the innovations that were coming out, that was the starting point and the energiser for us. We decided that with all of these innovations, we needed to find new and innovative ways of doing the launches. i think it’s been really exciting for us internally, and successful externally.” Had the success been expected? “i think it’s been unexpected. The response we have gotten from everywhere has been beyond expectations.”
THE SAFETY AND EFFICIENCY OF YOUR FLEET
IS IN YOUR HANDS Leading fleet operators have something in common: they control the performance of their drivers and vehicles by choosing the right technology. An effective fleet management solution influences around 60% of your operating costs. For example, MiX Telematics customers save up to 15% on their fuel costs. This benefit is achieved primarily by improving driver behaviour. And with this, accident rates are decreased – boosting safety levels and further lessening business risk.
To find out more or arrange a consultation, contact us on +971 (0)4 204 5650. www.mixtelematics.ae/fleet
FEBRUARY 2015 TRUCK&FLEET ME 17
TelemaTics TELEMaTiCs
Stay connected
TelemaTics provide fleeT owners a range of benefiTs, from fuel savings To driver safeTy. Jerusha sequeira siTs down wiTh indusTry professionals To find ouT how 18 TRUCK&FLEET ME FEBRUARY 2015
TelemaTics
W
ith 756 accidents recorded in eight hours on a rainy day in Dubai last month, it’s no secret that roads in the UAE could use better drivers. Additionally, with sustainability issues at the forefront around the globe, reduced fuel consumption certainly is the need of the hour. Fleet owners can turn to telematics to help solve both of these issues, with safer driving and increased fuel efficiency among the most significant benefits of adopting this technology in vehicles. Founded in 1996, MiX Telematics is a global provider of fleet and asset management solutions. Alan Hall, managing director Middle East and Australasia at the firm, succinctly summarises the importance of telematics for fleet owners, in a conversation with Truck & Fleet ME. “It saves lives. It saves vehicles. It saves maintenance costs.” “We de-risk land transport,” Hall says. “We focus on everything, like making driving safer, monitoring the driver, monitoring the vehicle, vehicle utilisation, fuel utilisation, maintenance, full fleet management. Our main goal is to save lives on the road, and we use in-vehicle monitoring combined with our internal skills to provide end-to-end land transport solutions to any client.” Every vehicle is equipped with a monitoring system to check vehicle speed, acceleration, harsh braking, seat belt and a host of other things. “You can measure whether the [driver] has his lights on at night time, measure his speed in a certain location, you can geo-fence areas and reduce the speed. You can limit night-time driving. And we can combine that with a camera system in the vehicle which gives you forward facing and in-cab facing video stream from there non-stop, as well as sound,” Hall says. “We have a reporting system which runs various algorithms in the background to determine risk and that gives you simplistically a red, amber or green score,” he adds. Once erratic drivers are identified, the company trains them to ensure “they’re not a
alan hall, managing director Middle east and australasia, MiX Telematics.
risk to the organisation anymore”. However, he is careful to note that telematics shouldn’t be viewed as simply a means of penalising problem drivers. “The most important thing of our system is it’s not a whipping tool to punish the drivers with. It’s a tool that we use to help coach the drivers to drive better, safer and as a result save the company some money and themselves their lives and their passengers,” he says. The system provides immediate feedback to the driver, with a buzzer going off if they brake harshly, or giving a warning signal when the vehicle has been idling a while. Clients, on the other hand, are emailed customised reports at regular intervals. MiX Telematics works with customers to identify their needs in order to tailor the information sent to them and avoid overwhelming them with data. “Some clients, it’s not their core business to monitor the fleet, so we assist them with that information,” Hall says. “We don’t just sell the box and leave.” Another major benefit of using telematics is fuel savings. “We can import the fuel data on purchase. We can monitor the fuel that’s gone into the vehicle and you can also measure the amount
of fuel that [the driver] is using,” he says, adding that the company can also determine how much fuel is consumed per trip. “And you cross-reference how much is being used per trip to how much is being purchased and you can see if there’s a difference, if there’s any gone missing or if there’s any over-usage or one driver’s driving particularly efficiently.” Vijaya Bhaskara, training manager at Scania Middle East, agrees that telematics contributes to fuel savings, pointing out that when drivers know they are being monitored, they are more likely to be careful about fuel consumption. “If you visualise your data, for sure it will improve the consistency. If your drivers know that you are monitoring, for sure they will care and it will improve,” he says. Additionally, when this approach is combined with driver training, it’s a plus, Bhaskara notes. With several advantages apparent for fleet owners, many vehicle manufacturers also offer telematics solutions. But is there a difference between OEM telematics systems and those from a provider like MiX? “It’s very similar. The outputs are largely similar,” Hall says. “One is an aftermarket fit that we plug into the vehicle. At the moment, the OEMs focus mainly on getting workshop and warranty-related data coming back to them, whereas we focus on providing the client useful information related to the driver and the passengers, not specifically just to the vehicle. So the OEMs focus on the vehicle, whereas we focus on the driver, essentially, and the risk related to that vehicle.” Moreover, OEM systems cannot talk to each other, he points out. “Standardisation across the industry hasn’t yet happened.” If a customer owns trucks of different brands, “the two systems don’t talk to each other, so that is where we are able to incorporate and we can standardise the data for the customer across the entire fleet.” Bhaskara, however, says that third-party providers of telematics systems may not have full access to the information from the vehicle, as opposed to an OEM system. “When we are using an outsider third-party solution, then
“the most important thing of our system is it’s not a whipping tool to punish the drivers with” FEBRUARY 2015 TRUCK&FLEET ME 19
TelemaTics
installing telematics systems can help fleet owners identify erratic drivers and train them to be safer.
scania supplies 100,000 connected trucks swedish manufacturer scania supplied its 100,000th truck with activated connectivity in December last year, connectivity which enables truck owners and scania workshops to receive regular updates on vehicle performance. The feature is standard in many european markets, as well as several major markets in asia and africa. “This development has now taken off properly,” says Mattias Lundholm, head of scania Connected services and solutions. “These services have been available in
you’ll get part of the total picture. If you’re using our own system, then we don’t [have] any filters in between for the information. If you’re using the third-party supplier equipment, they cannot get the full access. If I put my system into the other brand trucks, I will not get all the data. Everyone wants to keep their edge.” He also emphasises the benefits of OEM systems for maintenance purposes. “When it comes to the remote diagnostics, [the client] need not bring the truck to the workshop, remotely we can check the vehicle online. This facility will come only with our own fleet management system. “If the customer is calling us for some repair or breakdown, he just needs to put his key into the vehicle and we can access his vehicle from our help desk. We can figure out what is the problem before sending the technician, he can take the right parts, and he can take the necessary precautions before he reaches the vehicle.” Scania, he says, offers apps that customers can download to access information, with the amount of data they can access depending on the kind of subscription they choose. legislation With the global growth of the telematics industry, the regulatory environment in the region has yet to keep pace, Hall says.
“At the moment, there’s a bit of confusion as to regulation. It’s largely unregulated at this point of time. It’s not standardised. “There was a move some time ago that every heavy vehicle in Dubai should have a device, and the RTA had a programme where they were looking at installing a device in every vehicle. It was put on hold because there was a worry that a lot of the vehicle registration would just move to other emirates. “In Europe, we provide devices to every vehicle that’s over three-and-a-half tonnes and the laws are very regulated and controlled. In the UAE, we haven’t reached that maturity level yet,” he notes, adding that this is also the case in the rest of the region. “Some of the companies are regulating it themselves. They’re insisting that certain standards are maintained.” When asked about the market for telematics locally, Hall says it’s tough to convince smaller firms of the benefits of investing in telematics, but things are improving. “Four or five years ago, if you said to someone you were in the telematics industry, it took you half an hour to explain what you did. More recently, people are becoming more aware of the data and are more interested in the data. It’s becoming more and more prevalent. People are starting to take ownership of their assets.”
the market for a few years now, and we have reached the critical mass needed to leverage the development. Currently, 95% of our customers accept the offer to activate connectivity; our target of 100% is definitely within reach.” scania customers in those markets can connect their vehicles to their own offices as well as to scania workshops, through a free basic package. in addition to the basic package, the manufacturer offers other services wholly or partly based on connectivity. For instance, positioning information with frequent updates can be displayed on a haulier’s computers. Driver coaching is another popular service. “Driver coaching is [an] important tool based on sustainability principles. it improves our customers’ profits while improving road safety,” Lundholm says. “By actively coaching drivers and monitoring their consumption and how they handle the vehicle in their daily work, a number of benefits are experienced. These show up on our customers’ bottom lines, and also in the form of reduced resource utilisation.”
“four or five years ago, if you said to someone you were in the telematics industry, it took you half an hour to explain what you did” 20 TRUCK&FLEET ME FEBRUARY 2015
WORKSHOP
worKshop Maintaining your fleet’s efficiency
FAMCO hits A spAre pArts high
The FMX is designed for heavy duty off-road applications.
In line with Volvo Trucks president Claes Nilsson’s comments about the quality of Volvo Trucks in the GCC (page 14), the
770kW
Maximum output of Liebherr’s 8-cylinder D9508 A7 engine, used by Kamaz to win the Dakar Rally.
22 TRUCK&FLEET ME FEBRUARY 2015
UAE dealer for Volvo Trucks and Buses has revealed that it has a first pick parts availability of 95% for its spare parts.
This is in line with or exceeds top dealer operations for trucks and buses in Europe, says Mike Fritz, division manager for FAMCO UAE’s Truck & Bus operations. With 95% of spare parts available on FAMCO’s shelves, the next 4% are available within 72 hours, either sourced from the Volvo parts distribution centre in Jebel Ali, Dubai or by airfreight from Ghent, Belgium. The last 1% is big, slow-moving components which need to be sent by sea freight or manufactured specifically for the vehicle (non-stock items). The parts which fall in the 1% category are normally necessary for big repairs and wouldn’t be needed in an emergency situation. “A first pick parts availability of 95% is at least at European standards, and we at FAMCO are very proud to be able to offer this type of service to our customers,” says Fritz. “FAMCO is the premium service provider for commercial vehicles in the UAE and one of the very few distributors of commercial vehicles that covers the whole of the UAE and not only present in certain areas. All of our technicians undergo regular training both locally at Volvo Trucks Middle East training centre, as well as in Sweden.”
Kuwait slashes diesel, Kerosene prices Kuwait has cut diesel and kerosene prices at filling stations after political opposition to price hikes in January, it has been reported. Diesel and kerosene prices have been reduced to 0.11 dinar ($0.37) per litre. The move follows resistance to the government raising the price on January 1 to 0.17 dinar ($0.59) per litre, Reuters reported. The new prices are effective February 1 at all filling stations nationwide.
WORKSHOP
renault to launch new optidriver XtreM
The gearbox is designed for large payloads.
Renault Trucks will launch a new Optidriver Xtrem automated manual gearbox for its K range trucks. The Optidriver Xtrem features a gear management ratio designed for demanding situations and pulling power capacity for
payloads of up to 120t. It is recommended for mine and quarry operations, heavy transport and earthmoving assignments. It offers customers advantages in terms of driving comfort, lower fuel consumption and improved vehicle mobility. The gearbox has a specific gearshift management programme that adapts to the vehicle’s load with the help of information provided by a sensor, making it possible to adapt the gear ratios to every situation. It has an entry shaft with six toothed sections instead of four, as well as thermally-treated cogs which have been configured to increase its overall strength.
QuicK tips Boost your fleet performance with telematics systems. 1. Telematics can help enhance safety on the roads, by letting fleet owners monitor drivers and give them feedback on their performance. Systems can also provide immediate feedback to the driver. 2. Fleet owners can opt to equip vehicles with cameras, which can record accidents and attribute blame, helping eliminate fraudulent insurance claims. 3. Fuel efficiency is another key advantage of using telematics solutions. Companies can measure fuel used per trip and cross-
liebherr engines power KaMaz’s daKar rally win
reference it with the amount purchased. Vehicle idling can also be monitored. 4. Maintenance becomes much easier
Diesel engines from Liebherr were used to
with telematics solutions. With the help
power all four trucks of the Kamaz Master
of remote diagnostics in OEM systems,
Team at this year’s Dakar Rally.
workshops can check a vehicle online and
The Russian team equipped its trucks
assess the problem before dispatching a
with Liebherr’s 8-cylinder D9508 A7 engine, with a maximum output of
technician. 5. Many telematics providers also offer apps
770kW (1,047hp) and maximum torque of
that enable users to track their deliveries
4,500Nm. The engine accelerates from 0
and driver location. This can enable fleet
to 100km/h in 10 seconds.
owners to offer improved service to customers.
DUBAi stEps Up EFFoRts to stop illEgAl DiEsEl tRADE The Dubai Government is currently conducting an ongoing inspection campaign to curb the illegal trade of diesel. The campaign is being undertaken by a committee comprising government bodies Dubai Civil Defence, Dubai Department of Economic Development (DED), Dubai Municipality, Roads and Transport Authority (RTA), Dubai Police and ENOC. The committee has fined several companies and agents involved in trading diesel illegally, according to a statement. Fines were imposed for violations such as trading without obtaining necessary permits from authorities and non-conformance to standards for safety, environmental preservation and storage.
Illegal diesel trade as well as diesel theft has been on the rise in Dubai, recent government reports have said. “ENOC is committed to working with the concerned authorities to curb illegal trading of diesel and taking prompt action against such vendors, as their activities not only cause considerable economic losses but also leave a lasting detrimental impact on the environment. Using illegal and non-compliant diesel also leads to safety hazards and affects the nation’s reputation,” said Saeed Khoory, CEO of ENOC. The campaign follows the UAE government’s decision to make it mandatory for dealers and agents to use low-sulphur green diesel.
“enoc is coMMitted to worKing with the concerned authorities to curb illegal trading of diesel and [is] taKing proMpt action against such vendors” Saeed Khoory, CEO of ENOC. FEBRUARY 2015 TRUCK&FLEET ME 23
PARTING SHOT
SaiLing to SucceSS
L
aunched in 1973, the Volvo Ocean Race has a long tradition of being one of the toughest sporting events in the world. Over nine months, participants battle harsh weather, choppy seas and gruelling living conditions as they sail around the world for a chance to win the highly coveted trophy. The 12th race started in October last year from Alicante in Spain, and will end this June in Gothenburg, Sweden. In December 2014, the race came to the UAE, with Abu Dhabi hosting a stopover. From there, the teams set sail on January 3 for Sanya in China – the home country of Dongfeng Trucks, which is sponsoring the Dongfeng Racing team . Commenting on the company’s decision to back a team in a sailing tournament, Mark Turner, founder and executive chairman of OC Sport, says generating brand awareness was a large part of the equation. “The Dongfeng Trucks brand has only been in China, just starting to expand, and they needed a vehicle to help them take that globally. [The race] is a first way to start getting the brand awareness out
there,” says Turner, whose firm is managing the Dongfeng Race Team. But why sailing, as opposed to a sport with more viewers? “One thing about sailing is it attaches a more premium image to a brand. And ultimately that’s probably what most Chinese brands need to do as they export. They’re not going to win if they’re just seen as the cheap and cheerful brand,” he insists. Moreover, using sport in an advertising campaign can build a connection with potential buyers, Turner points out. “What sport can do is it can bring an emotional connection where pure business talk doesn’t. I can try to sell you a truck, I can sell you on the specs of a truck, or on the brand, but Dongfeng’s a young brand. But the third thing you have is obviously the emotional connection.” This is enhanced when buyers interact with team members at race stopovers, he explains. “You have a connection with the brand through the Dongfeng race team, then it’s going to make a difference down the line. The emotion of sport is very, very powerful.” So far, the Dongfeng team is proving its worth on the water: the crew finished first on the leg to Sanya, sailing 5,403 nautical miles in 23 days, and they now lead the overall competition. Their victory seems to drive home Turner’s message: Dongfeng is a truck brand to keep an eye on.
December 13, 2014. Dongfeng Race Team, second team to arrive to Abu Dhabi after Leg 2 from Cape Town.
24 TRUCK&FLEET ME FEBRUARY 2015
photo: francois nel/Volvo ocean race
Sport createS powerful emotionS – that’S why Dongfeng truckS are SponSoring a team in the VolVo ocean race
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