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CAPITAL EQUIPMENT NEWS
DECEMBER 2016
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it takes to re-establish the New Holland
name to being a force it used to be.
After successfully turning around the
fortunes of New Holland in its southern
Africa jurisdiction, an opportunity to
represent yet another CNH Industrial
brand, Iveco, presented itself. MB AfroAsia
SA opened its first Truck City Cape Town
dealership two years ago, which went on
to win the coveted Iveco Dealer of the Year
accolade the very same year.
“We have had solid achievements in
a very challenging market in a very short
space of time. We have seen some growth
and we are confident to continue on the
growth path,” says Alfred Da Costa,
chairman of MB AfroAsia UAE LLC.
Brian Steenkamp, Iveco head of Network
Sub-Sahara Africa, says CNH Industrial
and MB AfroAsia SA are very much aligned
in their strategies to become significant
players across sub-Saharan Africa. Truck
City Johannesburg is the second collabo-
ration between Iveco and MB AfroAsia af-
ter the initial Cape Town venture in 2014.
The partnership will be replicated across
borders, and the first venture will be in
Mozambique, where MB AfroAsia SA and
Iveco are at an advanced stage to open a
dealership in the country. “Both parties
are fully committed to make a success of
the partnership. We will expand together
across borders,” says Steenkamp.
Steenkamp hails MB AfroAsia SA’s
commitment to the success of the brands
it represents in the local market. “Key to
their success is the quality of service to
their customers. I am convinced that the
success at Truck City Cape Town will be
replicated at Truck City Johannesburg.”
Quick success story
Danie Gerber, CEO of MB Plant SA, says
the catalyst to the company’s quick
success is its strong focus on an extended
footprint to be closer to its customers. This
has also been made possible by the strong
foundations laid at the launch of MB Plant
SA in 2013.
The company is undoubtedly enjoying
quick success as a result. Only two years
ago, MB Plant SA had six dealers across
South Africa, a number which has since
risen to 16.
Director Frank Reid, who also manages
Truck City Cape Town, says there is
no doubt that the company has made
significant progress since its inception four
BUSINESS
“We have had solid achievements in a very
challenging market in a very short space of time.
We have seen some growth and we are confident to
continue on the growth path.”
Truck City Johannesburg is a fully fledged operation that will
sell the full range of Iveco commercial vehicles from 3,5 t to
extra heavy duty units, ranging from passenger, long haul to
off-road.