UD Trucks demonstrates tenacity in tough times

UD Trucks demonstrates tenacity in tough times

Times in transport are tough. Input costs are rising, fuel prices remain volatile and operators continue to face pressure from ageing and inconsistent infrastructure. Against this backdrop, UD Trucks Southern Africa continues to perform while providing ongoing customer support and focusing on uptime.

Those were the key messages at the company’s recent annual media gathering in Gauteng, where executives outlined how UD Trucks is navigating a difficult operating environment while holding market share and strengthening its aftermarket business.

Focus on reality, not hype

Attended by motoring and transport journalists, the event focused less on bold growth promises and more on the practical realities facing fleet operators. Company leaders acknowledged that logistics businesses remain under strain, with rising costs and infrastructure challenges continuing to squeeze margins across the sector.

Despite these pressures, UD Trucks Southern Africa reported an overall new vehicle market share of 8% for the past year, increasing to 10.8% in the heavy-duty segment. Total industry truck sales reached 31,652 units, slightly higher than in 2024. While the growth is modest, it points to relative stability in a market where many operators are delaying capital investment.

Aftermarket strength underpins stability

A key contributor to this stability has been UD Trucks’ aftermarket strategy. Around half of the company’s customers have taken up service agreements, reflecting a shift away from focusing solely on vehicle purchase price towards predictable running costs and improved uptime.

Managing director Filip Van den Heede described the performance as a reflection of customer trust rather than aggressive expansion. “While the operating environment remains challenging, our performance shows that customers trust UD Trucks to deliver reliable solutions that support their businesses,” he said. “Our focus remains clear: to drive further for better by offering innovative products, strong retail partnerships and solutions that make a real difference to customer operations.”

Product development with purpose

Product development remains part of the picture, although the emphasis is on real-world application rather than novelty. Journalists were given the opportunity to drive the UD Quon and the Quester on track, allowing the company to demonstrate performance under load and at speed.

The Quon, UD Trucks’ flagship long-haul model, continues to anchor the heavy-duty range. Designed for demanding applications, it prioritises uptime, safety systems and driver comfort over radical redesigns. Van den Heede referred to it as “the pinnacle of UD innovation”, adding that it is “engineered for customers who demand more from their vehicles”.

Quester evolves through customer insight

Alongside the Quon, attention was given to the Quester, a model that has played a central role in UD Trucks’ growth in emerging markets since its launch in 2013. Rather than repositioning the truck, the company has focused on incremental updates driven by customer feedback.

Enhancements for the 2026 specification include drivetrain improvements, better braking control and upgraded safety features, all aimed at lowering the total cost of ownership.

Sales director Esaia Taunyane underlined this philosophy. “Quester is more than a truck – it is a business partner,” he said. “Every feature on the Quester is guided by customer feedback. By improving efficiency, safety and the driver experience, we help customers reduce total cost of ownership and achieve stronger long-term returns on their fleet investments.”

Uptime as a competitive advantage

Fuel efficiency remains a major concern for fleet operators, with fuel accounting for a significant portion of operating costs. UD Trucks is relying on powertrain optimisation and connected vehicle services to help customers improve fuel consumption without compromising reliability.

Beyond the vehicles themselves, uptime was highlighted as a key differentiator. The company’s aftermarket operations focus on predictive maintenance, planned servicing and fast breakdown support, which is becoming increasingly important as delays grow more costly on congested logistics corridors.

“Uptime is about anticipation, not reaction,” said Sanjay Naipal, aftermarket director. “By combining proactive maintenance solutions with strong dealer support and connected services, we help customers manage costs, protect productivity and keep their fleets moving – even in demanding operating conditions.”

Investing in dealers and people

Dealer capability remains another focus area. Over the past year, several dealerships have been upgraded or expanded, increasing workshop capacity and parts availability. UD Trucks argues that these investments are essential if manufacturers are to support customers effectively in a strained logistics environment.

South African dealers have also received international recognition, earning multiple awards at the 2025 UD Partner Conference in Japan. While these accolades provide external validation, company leaders stressed that consistent service delivery at local level remains the priority.

People development and community involvement formed a quieter but important part of the discussion. Continued investment in technical training, leadership development and driver skills, alongside education and child welfare initiatives, was positioned as part of a long-term sustainability strategy rather than short-term corporate social investment.

As the transport sector continues to face economic and structural headwinds, UD Trucks’ message was one of measured confidence. Rather than promising rapid expansion, the company appears focused on holding its ground, improving operational efficiency for customers and positioning itself for better conditions when the market eventually turns.