f o t o n m o t o r c o m P A n Y
FEATURE
Foton Daimler – more thAn a merger between two global automotive giants for Foton Trucks SA
Foton Motor Company, China’s leading producer of commercial vehicles, entered the South African market in 2011. Foton Trucks SA CEO, Ismail Asmal, talks to South Africa Magazine. By Ian Armitage 2
www.southafricamag.com
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n February 18, 2012 two global automotive giants Foton and Daimler merged, establishing the Foton Daimler Automotive Co., Ltd. This says prominent businessman, Ismail Asmal, was the start of an exciting new chapter. Asmal has a wealth of experience in the mini bus and parts industries. About
Foton Motor Company FEATURE
two years ago he decided it was time for a new challenge - and so, together with a few private investors, brought Foton Trucks to South Africa. “Globally and locally the alliance between the giants is a milestone for the Automotive Industry.” he says. “For Foton Trucks SA, the impact the merger will have on the Foton Trucks brand is huge – you can’t buy the credibility that Daimler brings you, this is the result of nine years of hard work.” Foton Trucks SA launched in June 2011. “Foton is a global commercial vehicle sales champion, and Daimler is a world-class commercial vehicle enterprise,” says Asmal. “The medium and heavy-duty truck joint venture built by two outstanding companies pools the high-quality genes of both and lays a solid foundation for the future.” Locally, the Foton Daimler merger will strengthen and add support to the already positive image that is being built by Foton Trucks South Africa having only entered the SA market in 2011. “By working together with Daimler, Foton takes another step forward in the business of globalisation, which allows us to be more aggressive locally as far as pricing and affordability are concerned,” Asmal says. Foton Trucks SA has secured the rights to distribute Foton Commercial vehicles above 1,500 kg in Southern Africa.
The medium and heavyduty truck joint venture built by two outstanding companies pools the high-quality genes of both and lays a solid foundation for the future
Foton Trucks SA is a subsidiary of AICC Automotive Imports and began the homologation process during the latter part of 2010. “The company was started in China in 1996. It has grown to become the world’s largest manufacturer of commercial vehicles in terms of sales since 2009,” says Asmal. “The South Africa operations sold and delivered 82 vehicles between June and December 2011 and we are very pleased with that. The response to us from the market is good. People are happy with the product. “In terms of our positioning, I think we are a good match to the big trucking companies and we have a focus on excellent aftersales. We are also targeting Zimbabwe and Botswana as well as Mozambique and Namibia. We will concentrate on these countries – our neighbours. We www.southafricamag.com
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want to be near them in terms of stock supply as well as the very necessary back-up. However, we are selling product further a field in Africa also.” Foton entered the South African market with a range of trucks initially covering the 1,5-ton to eight-ton payload sector. Eventually this will include heavy to extra heavy trucks and buses as well, Asmal says. Foton Trucks SA’s sourcing opportunities are literally endless, he explains, as Foton is one of China’s largest commercial vehicle manufacturers with an extensive range of quality commercial vehicles. “Our extra heavies are here, they have been homologated, and they will be introduced to the market this
by working together with Daimler, foton takes another step forward in the business of globalisation
year,” Asmal says. Despite being less than a year old, Foton has high hopes for the future. “In our first two years we want to get five percent market share. Then we want to build on that. In five years we’d like to be at about 30 percent market share, which is an ambitious target, but one that I believe is achievable.” An extra heavy 6x4 tipper truck will be launched in soon. “These are exciting times,” Asmal says. “By 2020, Foton China is aiming to become one of the top 10 automobile
Foton Motor Company feAture
manufacturers in the world.� Foton Motor Company has built production and assembly (CKD) plants in Indonesia, Vietnam, Russia, Mexico, Pakistan, Turkey, Iran and other countries. It has also established sales and service networks in Central Asia, Western Asia, South-East Asia, Southern Asia, Africa and Eastern Europe, covering more than 100 countries. Foton Trucks SA operates from headquarters that are easily visible from the R24 highway, near OR Tambo International Airport, in a facility that includes a warehouse, workshop and parts distribution centre. END
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