25 YEARS OF UK MARKET LEADERSHIP
WORDS: SIMON PETERS / PHOTOS: DAF Back in the day, the question that mattered to most people was ‘Who’s top of the pops?’ Nowadays it’s ‘How many followers have you got?’ Numbers matter, because they imply so much about you. So being the top-selling brand in an industry as demanding and exacting as trucks is nothing short of remarkable. But being market leader for 25 consecutive years? That’s incredible... Transport operators are level-headed, logical and pragmatic, after all. To them, trucks are a tool to do a job, assets to support what they do, resources to help
4
them make money. Nobody puts their confidence in any one supplier lightly, and certainly not for that long. For DAF to be market leader – to be selected as the industry’s top business partner, continuously, in what is above all a service industry – speaks volumes about the brand, the products, the people and the whole approach to business. Accolades like this have to be earned. Market leadership isn’t the down payment for a promise – it comes from disciplined, dedicated hard work and effort over a long period of time. DAF has had to go on proving itself to win, and more importantly retain, that leadership over the years.
A COMMERCIAL MOTOR SUPPLEMENT
NEED TO KNOW
Established in 1973, its ‘International Truck Service’ led the way in supporting operators roadside DAF FACT FILE
EARLY DAYS Let’s go back to the times when home brands dominated the British truck market. Leyland topped the list until the 1970s creation of a politically convenient, catch-all BL Group.
