Sinotruk, one of the world's leading heavy-duty truck manufacturers, has become the first original equipment manufacturer (OEM) to announce its participation at Futuroad Expo 2024.
This marks a significant milestone for Sinotruk and the expo as the Chinese truck giant seeks to expand its presence in the South African market. The expo takes place at the Nasrec Expo Centre from 19-21 November.
Sinotruk country manager for South Africa, Michael Man, said the expo presented an opportunity to grow the brand.
“We want to expand our brand and give South African operators different options. This is the first time we've participated in the Futuroad Expo. It's the perfect platform for visitors to learn more about us,” Man said.
Futuroad Expo is Africa’s most comprehensive, international trade fair for the truck, bus and commercial vehicle sectors.
Sinotruk's decision to attend Futuroad comes at a crucial time for the company. Despite being the market leader on the wider African continent, with over 41 000 units sold last year, Sinotruk has had a limited presence in South Africa.
"Previously, we did very little marketing in South Africa. As a result, many operators in South Africa don't know about Sinotruk and our brand,” said Man.
He said Sinotruk would be showcasing its new C9H Sitrak tractor, which is available in various configurations, including 4x2 and 6x4, with power outputs ranging from 320 kW to 403 kW. The company also has electric, LNG and CNG versions of this model, demonstrating its commitment to sustainable transport solutions.
Currently, the company’s trucks are distributed in South Africa by Alpine Truck and Bus, CFAO and MB Truck City, which together cover the Western Cape, Eastern Cape, KwaZulu-Natal, Gauteng, Limpopo and Free State provinces.
The Chinese truck manufacturer is also exploring the possibility of local assembly in South Africa.
“We are looking for the right partner for local assembly. Of course, it's possible that we could build our own assembly plant in South Africa in the future, like other OEMs,” said Man.
Sinotruk's commitment to the Futuroad Expo comes at a time when the local truck industry faces challenges and opportunities.
Man acknowledged the current market slowdown, particularly in the mining sector, but also highlighted the growing acceptance of Chinese brands in the market.
“Now people and end users have more options. Before, they didn't have as much choice. Things have changed,” he said.
As the first truck OEM to commit to Futuroad 2024, Sinotruk is setting a precedent that could encourage other truck manufacturers to follow suit.
Michael Dehn, Managing Director of Messe Frankfurt South Africa, the organiser of the event, said the expo would be a landmark event for the industry.
“Sinotruk's presence will add considerable weight to its significance. As the industry looks to the future of transport, Sinotruk's showcase of advanced technologies and sustainable solutions is likely to be a major drawcard for attendees,” said Dehn.
For more information about the event, click here.
