Iveco is focusing on a steady growth plan for the region, which involves boosting its alliances, introducing new region-specific models and providing comprehensive support to its customers.

“Fundamental to our expansion are three main pillars of support for customers: premises, processes and people. Our sales network offers the full Iveco line-up and is fully committed to a high level of after-sales service,” Davide Diana, Iveco’s marketing and product director for Africa and Middle East, tells Gulf Construction.

Iveco has the fullest line-up among Western original equipment manufacturers (OEM), ranging from the 3.5-tonne light (Daily) to heavy on-road (Stralis and Performer) and heavy off-road (Trakker) models, according to Diana.

The company has also gone the extra mile to adapt its machines to suit the requirements of the region. The most significant example, he says, is the Performer, a heavy on-road vehicle made specifically to suit the adverse desert conditions and bumpy roads.

For heavy off-road applications, Iveco models are already designed to withstand the tough conditions that they face on most of their missions, Diana points out. “But all our models have been adapted for specific hot climatic conditions, through improvements both to the engine cooling system and the cabin conditioning,” he adds.

Of all its models in its line-up, the Trakker (on and off road types) is the top seller in the region, for its specificity to the market. However, there is growing interest in the Stralis for on-road missions, as well as for the EuroCargo and Daily trucks, he says.

Over the next two years, Diana says the Stralis on-roader range will be expanded and include more region-specific developments tuned to suit the market. In the meantime, the Stralis XP range is already available for the region.

“Also in 2017, Iveco will introduce its medium segment flagship, the new EuroCargo with a totally new cabin and a widened line-up that includes an extremely appealing four-by-four version with 280 hp meeting Euro 3 and Euro 5 emission standards,” he says.

Regional market

Among major milestones in the Oman market last year, Iveco supplied 207 Trakker trucks to Galfar Engineering and Contracting through its dealer International Equipment and Contracting Company (IECC) for the site preparation works at Duqm Refinery.

It also unveiled the highly-anticipated New Daily in the sultanate through IECC. With better fuel efficiency, load capacity, ergonomics and agility, the New Daily has been completely redesigned to meet every light commercial transport need. It was named the ‘International Van of the Year 2015’ for its contribution to setting new standards in terms of TCO (total cost of ownership), comfort, driveability and efficiency, says Iveco.

Commenting on the market response to the New Daily, Diana says: “The Daily is a top premium model in the light sector. Considering the region is a very price-sensitive market, our sales expectations and the results are in line with its price positioning.”

In the UAE, Iveco launched the off-road Trakker EuroTronic truck through its distributor Saeed Mohammed Al Ghandi and Sons. The truck features the advanced EuroTronic automated gearbox, which guarantees low operating costs and high comfort levels.

Meanwhile in Saudi Arabia, Iveco launched a key initiative this year with its new distribution partner Famco to strengthen its position in the market. Iveco and the Astra brand joined forces with Famco to host three events which attracted more than 650 industry professionals from across the kingdom interested in the brand’s latest generation of vehicles.

The two brands presented their full ranges, from light to extra heavy, at three regional launches in the Saudi cities of Dammam, Riyadh and Jeddah. Iveco’s close working relationship with Famco in the market is beginning to show good results, he says. Despite the slowdown in construction activity in the kingdom, Diana is confident that Saudi Arabia will pick up in the next few years.

Commenting on Iveco’s plans for further growth in the Gulf, Diana says the company will continue to focus on widening and improving its line-up, establishing strong partners and maintaining good after-sales service.

The company has representative offices in Dubai (UAE), and Egypt so that it can be close to its dealers and customers. “The presence of a regional workforce is fundamental in order to ensure proper support to Iveco’s business partners and customers,” he says.

From its headquarters in Italy, Iveco provides support for product, marketing, and after-sales to its workforce in the region in order to provide the best service levels through a dedicated team focused on understanding the region’s needs.

“All our dealers service the market with a strong direct and indirect after-sales network, but we also have a specific flying doctors service both at our representative offices and at the headquarters dedicated to the region in order to support our clients round the clock,” Diana adds.

He says its existing set-up in the region is well equipped to cater to the needs of the market and expansion in the future would depend on its sales growth.