COMPANY PROFILE
2014
Volvo
Viral marketing success
company profile
Viral marketing success
Editorial: Lauren Grey Production: Chris Bolderstone
In last month’s edition we featured Volvo Trucks SA, following the launch of 15 new truck models into the southern African market. This month, we take an in depth look at these new models, and consider how the Group’s viral marketing campaigns are helping boost sales.
On 15th October 2013, Volvo Trucks SA launched 15 new truck models into the southern African market, reaffirming its commitment to the region and marking “one of the most intensive and exciting periods” in the history of the company. With operations in the region dating back more than 13 years, Volvo Trucks SA is considered one of South Africa’s leading truck manufacturers, and the company prides itself on its ability to connect with the South African people; providing products and services that suit their everyday needs. Managing director, Torbjörn Christensson says that understanding Southern Africa’s transport needs is very important to the company as it holds “untold potential” as a
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developing region. “We believe that the region holds untold potential and we are therefore committed to contribute to its successful development by providing products and services that suit southern Africa’s very unique business and operating conditions,” he says.
NEW MODELS Included in the vehicle launch was the company’s awardwinning FH range, as well as the new FM and FMX ranges, which Christensson says will mark a “new era” in the history of Volvo Trucks. “With the launch, we now have an almost entirely new product offering for our customers,” he says.
VOLVO TRUCKS SA
The launch will also allow the company to expand its footprint across the region and effectively capture the market demand for such vehicles. Volvo Trucks’ President, Claes Nilsson says that the launch signals “one of the most intensive and exciting periods in the history of Volvo Trucks. “With the most modern and innovative Volvo line-up ever, we now have an outstanding ability to help customers in all segments to improve productivity and profitability,” he says.
FH RANGE The launch of Volvo’s FH range in South Africa followed shortly after it was named International Truck of the Year 2014, chosen by a collection of Europe’s leading commercial vehicle
journalists, representing 25 publications. The Volvo FH has been Volvo Trucks’ flagship model for almost 20 years, accounting for 60% of Volvo Trucks’ total sales, and its new range has been purposefully designed with the driver in mind, providing them with a comfortable, profitable and safe ride. “The Volvo FH forms the backbone of our product offering and we believe it is also the foundation of Volvo Trucks’ continued market development,” explains Christensson. “The new Volvo FH range represents the start of a fresh chapter in Volvo Trucks’ history and is therefore an immensely important product platform in which we have invested heavily during the five years of its development.” According to Christensson, the new FH series “pushes
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company profile the envelope of what a premium truck can offer”; including maximum uptime, leading fuel economy, reliability, ergonomics, superior handling, active and passive safety, as well as a range of time-saving features. The new Volvo FH is also the first truck range to truly take a step into the information society; smart technological solutions cut fuel consumption and enhanced driving properties reduce transport times and improve safety on the road. It is also characterised by innovative thinking in every respect. Both passive and active safety has been increased with a new safety cage and warning systems. In addition, both the driver’s environment and the relaxation area have been optimised to allow the operator to perform at his/her best at all times.
FH: DESIGNED FOR THE DRIVER Throughout the development of the new Volvo FH, up to 3000 drivers from various markets provided input and feedback, prompting a number of “significant changes inside the cab that enhance the driver’s time both on and off the clock”. The cab has been optimised both for work and leisure time, including a better bed, integrated parking cooler, new lighting and low noise level which Christensson says will “increase the chance of rest and a good night’s sleep, which in turn means drivers are less tired and more alert.” Furthermore, stalks and controls are arranged in order of priority so that the most important ones are closest to the driver, and the steering wheel now includes a neck tilt function which together allow for a better driving position. The exterior of the truck also holds a range of new efficiency-
enhancing features; one example is the optional wireless remote, which aids loading and unloading. With this remote control, the driver can stand outside the truck and adjust the air suspension, operate the tail lift and monitor the axle load of both the truck and trailer. “This system saves the driver a lot of time because he or she doesn’t have to keep jumping in and out of the cab during loading. Not having to repeatedly climb in and out of the cab also benefits safety,” explains Christensson. From the remote control, the driver can also activate the trucks perimeter lighting or activate the truck’s horn to prevent against break-ins and other safety issues. Volvo FH owners also form part of an entire ecosystem of support which includes servicing, workshops, intelligent services, driver training and much more, “When you invest in a Volvo FH, you’re investing in a complete modern transport solution” says Christensson.
FH: SAFETY WITHOUT COMPROMISE The new design of the Volvo FH provides the driver with perfect visibility from inside the cab, with slimmer mirrors and stronger headlights to further improve safety. Being the safest Volvo Truck ever developed, the new cabs have passed the toughest cab impact tests in the world. Thousands of simulated collision tests and approximately 100 real crash tests have allowed Volvo Trucks’ engineers to develop a safer truck cab. “We’ve utilised new technology, new materials and everything we’ve learned since our most recent new cab. We’ve used all this to build an even safer truck,” says Christensson.
Claes Nilsson
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VOLVO TRUCKS SA
Sole Distributors for Hydro Leduc Range of Products and specialize in : Truck Hydraulics Underground Mining ROPS & FOPS certified Passenger Carriers Hydraulic Pump, Valves, Motors , Cylinders etc. Long Range Fuel Tanks Aluminium and Steel Laser Cutting, Powder Coating and Electro Plating OEM APPROVED BY ALL MAJOR TRUCK MANUFACTURERS
Contact Persons: Tiaan van der Merwe or Michael Needham Tel no: +27(0)132461145/6 Mobile no: +27((0)82 552 6273 (Tiaan) +27(0)82 771 8400(Mike) Email: tiaan @transerve.co.za mike@transerve.co.za Website: www.transerve.co.za Fax no: +27(0)13 246 2325 Address: 14 Celsius Street Vaalbank Middelburg SA FEB 14 PAGE 5
company profile “For instance, high-strength materials such as dual-phase steel have been used in collision-absorbing beams and in the doors. The cab too uses the strongest steel available today for body panelling - ultra-high-strength, thermoset, press-moulded boron steel.” By using these new grades of steel Volvo managed to build a stronger cab without increasing its weight; enhancing safety without compromising on payload capacity.
SIMILARITIES Volvo’s FM and FMX range are very closely related to the taller FH Series, but are designed to be far and away Volvo’s most versatile heavy truck range. “Firstly, the FM is a highly efficient truck platform that takes especially steering and handling in this industry segment to a whole new level,” explains Christensson. “Meanwhile, the Volvo FMX is extremely robust and packed with innovative solutions, and is comfortable to drive even in challenging operating conditions.” While the FM and FMX range is in essence identical to the FH, there is one vital exception; the cab is placed lower down, making it easier to get in and out and making it ideally suited for specialised tasks such as car transport, where part of the load can be placed above the cab. The lower-placed cab means that interior space in both the FM and FMX Series is less than in the FH, owing to the larger engine compartment cover between the driver and passenger seats.
FM RANGE Based on the same chassis platform as the new Volvo FH, the new Volvo FM offers class-leading handling characteristics. In Southern Africa, the Volvo FM is available as a 4x2 trucktractor, with sleeper cab, and is powered by a 13-litre diesel engine that delivers 400hp. With the groundbreaking Volvo Dynamic Steering included
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as an optional extra, drivers are able to enjoy effortless control at low speeds and perfect stability at high speeds. Furthermore, the responsive engine and I-Shift transmission make for outstanding driveability. Inside a Volvo FM cab, drivers are well protected. The new cabs have been developed for maximum strength and rigorously crash-tested. The driving position adds to this, by offering great ergonomics and perfect visibility. The risk of an accident is further reduced, thanks to the improved headlights, with optional dynamic headlights, and several smart active-safety systems. The new Volvo FM is the all-rounder of the Volvo Trucks range, thanks to its impressive flexibility and transport efficiency. “With its multiple application areas, the Volvo FM is one of our most important models, and the new version takes a huge step forward in every major area. It embodies our very latest technological advances, progress on and off road is more stable, and the truck is more comfortable and efficient,” says Christensson. “Most importantly, the new Volvo FM is easy to customise to suit individual transport requirements.” Improved suspension is another upgrade that contributes to the truck’s excellent road manners. The driving experience in the new Volvo FM benefits from most of the company’s recent innovations, including better roll stability. Lower weight, new axle configurations, increased chassis flexibility and clear interfaces for bodybuilders, all allow the customer to tailor the perfect truck for the job. However, whilst the Volvo FM is productive and economical for the customer, it also offers the driver a completely new working environment.
FMX RANGE Volvo FMX has specifically been developed to make driving in construction applications easier and safer; from the robust bumper and advanced steering to the new comfortable rear. In Southern Africa, The FMX Range is available in six model
VOLVO TRUCKS SA
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company profile background. A practical handle is integrated into the grille. The bumper has a more muscular design; it is a three-piece unit, with the upturned middle section flanked by two separate, robust corners that are made of 3mm thick steel. The middle doubles up as a handy step, and is made of an elastic, noncracking material that handles low-speed impacts better. Above the bumper there is a towing eye made of cast iron, designed to handle a massive 32 tonnes. The redesigned headlamps with their distinctive, angled lines are made even sturdier and offer enhanced light performance. Their design emphasises the family connections with other new Volvo trucks.
VIRAL MARKETING
Torbjorn Christensson derivatives as 6x4 truck-tractors, an 8x4 rigid or a 6x4 rigid. The FMX Series has two engine alternatives: the D13 with its 13-litre engine (power outputs between 400 and 480 horsepower) and the high-tech 11-litre D11 engine (offering 370hp). One of the most essential qualifications for a construction truck is a high ground clearance, which is why Volvo created the air suspension GRAS-G2 for up to three rear axles, implemented locally on the FMX 440hp 8x4 rigid. The truck range boasts an array of updates including a totally redesigned cab interior, raised ground-clearance and the optional Volvo Dynamic Steering. All-in-all, the new FMX represents a significant step forward in all of the most important areas within its segment. The cab of the new Volvo FMX construction truck brings efficient and safe construction work into a new dimension. Volvo Trucks’ designers and engineers have literally reinforced the original model’s robust, self-assured image. The new Volvo FMX has a cab made of high-tensile steel, which has been tested according to the world’s most stringent safety norms in order to ensure the safest working environment possible. All components in the front structure have been redesigned in order to boost robustness and durability. “The new FMX bases its personality on its honest, capable image. What you see is exactly what you get. A fully equipped tool, one hundred percent ready for hard work,” said Christensson. Just as on the Volvo FH and FM, Volvo’s classic iron mark has been moved up to a new position below the windscreen. On the construction truck the iron mark is even larger and the diagonal bar is thicker and colour-coded to match the black
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In November 2013, Volvo Trucks announced a 31% increase in the number of trucks delivered around the world, compared to the same month in 2012. 12,332 trucks had been delivered to all markets in 2013, compared to 9446 in 2012, with South America showing the highest demand. The significant increase in deliveries can partly be attributed to the Group’s unique marketing campaigns which have a tendency to go viral. Since autumn 2012, Volvo Trucks has released six entertaining films to showcase innovations in the five new trucks released during the same period. “The Epic Split”, a film that highlights the precision and stability of Volvo Dynamic Steering, is the biggest success so far. The film features Jean-Claude Van Damme performing ‘the splits’ between two moving Volvo trucks, with one foot atop the mirror of each truck. The test was set up to demonstrate the stability and precision of Volvo Dynamic Steering. Volvo Dynamic Steering combines conventional hydraulic power steering with an electronically regulated electric motor fitted to the steering gear. The result is precise steering that gives the truck driver a safer, more comfortable and more enjoyable working environment. This patented technology is featured in the FH, FM and FMX ranges and since the launch of ‘The Epic Split’ on YouTube in November 2013, the commercial has been viewed more than 59 million times. “The response is quite overwhelming. Sure, we were hoping for a success, but we didn’t expect it to be this big or come this fast. After all, ‘The Epic Split’ is a truck commercial,” says Per Nilsson, Pr Director for the Volvo Trucks brand. “The reach is mainly a result of public engagement. We can’t outspend our competitors. Instead, we need to outsmart them. Our communication strategy is one part of that,” he says. “Our ambition is that the engagement the film has spurred will drive awareness and demand for our trucks. Through a relatively small media investment, we’ve got a massive response. Our strategy has proven to be a very smart and cost efficient way to communicate utilizing the new media landscape.”
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VOLVO TRUCKS SA
CML Engineering CC gives your truck more attitude and character
We are proud to say that we have been offering our quality products to the industry for the last 21 years.
We view ourselves as the bullbar specialist as we are manufacturers of high quality truck bullbars, not just for the looks but also to protect your truck.
Our ethos: to supply only high grade quality bullbars. We manufacture bullbars for most trucks makes and models.
By specializing solely on bullbars, we understand the need of our customers to produce a product you can trust to protect your truck. We can also assist in supplying some of the accessories for your truck such as spotlight brackets, abnormal boards and flagpole brackets.
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+27 11 842 5000 www.volvotrucks.com
(0)1603 618 000 info@industrysa.com East Coast Promotions Ltd, Ferndale Business Centre, 1 Exeter Street. Norwich, Norfolk NR2 4QB