African business drives truck maker into developed countries

By Wang Qian (China Daily) Updated: 2014-05-08 07:10

The company exports products to more than 96 countries and regions and has six overseas branches, more than 400 service centers and 300 parts dealers across the world.

It secured export orders for more than 24,500 vehicles last year, making it the largest exporter of heavy trucks in the country for nine years in a row, according to the company.

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"Acknowledged to be one of the fastest-growing regions in the world, Africa has long been the most important of our overseas markets," said Ma, noting that 40 of its 96 exporting markets are in Africa.

More than 32,000 vehicles were sold in African countries and regions since 2011.

Of these, more than 10,000 were in Nigeria, which has the largest economy and population in Africa.

The vehicles were well received by local customers and used in a wide range of sectors, including transportation, infrastructure construction, environmental protection, as well as defense equipment, Ma said.

Liu Wei, vice-general manager of Sinotruk, attributed the company's strong performance in Africa to its humanized and high-quality products, sound after-sales services and marketing strategies.

"Africa's regulations, climate and driving habits are different from those in China, so it is important for vehicle makers to make products that suit local conditions," Liu said.

"Our return on investment from Sinotruk vehicles has been excellent. The vehicles have performed exceedingly well on all parameters," said Edmund Okwu, general manager of Richbon Ltd Co, a Sinotruk dealer in Nigeria.

"Their products are made for African roads. They have an advantage over other companies because of lower prices, high performance, fuel efficiency and simpler maintenance procedures," he said.

Sinotruk has established a range of long-term business partners in Africa, one of which is the Nigerian-based Dangote Group, Africa's leading manufacturer and supplier of cement, steel and petroleum.