The preliminary published February 2012 result for the South African market for commercial vehicles with Gross Vehicle Mass ratings of more than 3 500 kg, was still devoid of sales volumes from a substantial market participant, so it is not possible to draw direct comparisons with historical data that previously contained full reporting details from Mercedes-Benz South Africa.
This non-reporting manufacturer has provided only a globular February commercial vehicle sales total of 630 units, but this must be assumed to also include models from the Light Commercial Vehicle market (Gross Vehicle Mass Ratings below 3 500 kg), so this volume cannot be used to complete the record of the segments covered by this report.
A total sales volume of 1 851 units was units reported during February, 2012 by those members of the National Association of Automobile Manufacturers of South Africa (NAAMSA) who have elected to remain within the full reporting system.
The market composition was made up of 731 Medium Commercial Vehicles (GVM ratings between 3 501 kg and 8 500 kg), 395 Heavy Commercials (goods vehicles with GVM ratings between 8 501 kg and 16 500 kg), 652 Extra Heavy Commercials (goods vehicles with GVM ratings above 16 500 kg) and 73 passenger Buses with GVM ratings above 8 500 kg. (Please note that these volumes also include aggregated MCV sales recorded by Associated Motor Holdings and Amalgamated Automobile Distributors, which were made up exclusively of Hyundai-branded light truck models).
“Once again, it has been necessary to evaluate the performance of the truck market in February by comparing the latest result published by NAAMSA with data from earlier timeframes from which sales by Mercedes-Benz, its associated brands and other non-reporting manufacturers have been removed. Recognizing the potential distortions that such an analysis might produce, it is prudent to extend the latest review period to also include the January result, thus arriving at a year-to-date comparison for the purposes of this market comment,” says Dr. Casper Kruger, Vice President of Hino in South Africa.
“The resulting calculations reveal total year-on-year market growth of 8,1 per cent when compared to the equivalent first two month period of 2011. In the case of the individual segments, entry-level MCV sales improved by 2,3 per cent, cruiserweight HCV volumes by 17,2 per cent, the premium payload XHCV category by 6,1 per cent and passenger Busses by 52,2 per cent,” he adds.
The substantial improvement in HCV sales is particularly noteworthy, reflecting recent momentum recovery for the Japanese brands that dominate this category, following the reduction in product availability caused by the March 2011 tsunami/earthquake. The uptick in Bus sales is also welcome, as this category has retreated somewhat in the period following Soccer World Cup 2010, and is currently re-establishing a base for future growth.
Kruger adds,“The market growth evident in the above analysis confirms earlier predictions that the momentum gathered by the market during the latter months of 2011 would be sustained into the early months of 2012, while vehicle manufacturers and importers catch up with the unfilled orders that were placed during the latter months of 2011. However, the earlier uncertainty concerning prospects for the market beyond the first quarter of 2012 has been mitigated by the Minister of Finance’s announcement, during his annual Budget Speech, that infrastructure spending to the value of R83 billion has been provided for during the 2012/13 fiscal year.”
The nature of the resulting infrastructure projects, including road and dam construction, improvements to public transport, and housing development, should extend the term of the currently positive environment for commercial vehicle sales.
Kruger concludes: “The planned extension of this infrastructure programme by a further provision of R188 billion over the 2013-2015 period should also sustain the steadily growing trend in truck and bus sales for the medium term. The recent announcement of measures to promote local manufacture of buses through selective public sector tendering is also good news for the local bodybuilding industry, which has found itself seriously disadvantaged since the relaxation of importation restrictions in the mid-1990’s, and contracted substantially as a result. Despite continuing concern over high fuel prices, the local vehicle supply industry is currently operating in a favourable marketing environment, with improving business sentiment, a strong Rand, and the lowest interest rate scenario since the mid-1970’s. These factors combine to present a more positive outcome for trucks and buses during 2012 than may be the case for light vehicles, because of pressure on the disposable income of consumers”.
GMSA's Renews Sales And Marketing Team
General Motors South Africa (GMSA) has made a number of key leadership appointments in its Sales and Marketing Department to position itself for further future growth.
Malcolm Gauld, GMSA Vice President of Sales and Marketing explains, “These new appointments, effective from January 1st 2012, form the basis of a strong Sales and Marketing team. Each new appointee has proven to be dedicated, talented in their fields, and extremely knowledgeable about the company and our products. Together they create a formidable force ready to tackle a rather competitive automotive market.”
The new structure begins with Alastair Ironside, a 31 year veteran with the company, who takes a leadership role as the new General Manager, Marketing. Ironside returned to South Africa after a five year stint in Thailand where he was Director of Planning and Programme Management for South East Asia. In his role abroad he was instrumental in the development of the Chevrolet Trailblazer, the new seven-seater that will be introduced to the local market next year.
Asked what he thought of the South African market, Ironside said, “This market is one of the most brand-over-traded markets in the world; however, GMSA through its well entrenched brands Chevrolet, Opel and Isuzu, has earned credibility and respect over the years.”
Supporting his efforts are two Brand Managers. Mlungisi Nonkonyana, previously the Market Area Manager for Johannesburg, is promoted to the position of Isuzu Brand Manager after nearly nine years with the company while Chris Cradock picks up the position of Opel Brand Manager, both reporting to Ironside. Both new appointees bring a wealth of product knowledge to their new positions and are wholly dedicated to driving their respective brand identities in the SA market.
Replacing Nonkonyana in the Market Area Manager position is Juanita Smith, who has spent almost 17 years with the company. During this period, Smith held various positions within the Finance and Marketing departments, with her last position being Chevrolet Product Manager.
Meanwhile, Cyril Gumede, who has been with GMSA for nearly seven years, has accepted the challenging position as Market Planning Manager by displaying a strong aptitude towards this particular discipline. Gumede replaces Chris Cradock.
On the sales side, Isaiah Ntuli has been promoted from Regional Manager to Vehicle Sales Manager, taking over from American born, Brian Olson, who came to South Africa in 2005. Ntuli has been with GMSA for almost five years and is excited about his new role.
The globally-renowned Chevrolet brand gains a new Product Manager in Lloyd Appanna, who moves to Johannesburg from the Durban regional office.
“With this team we have the ideal skills and personalities in place to properly drive all our products to new levels of success in the South African motoring industry, and GMSA is looking forward to hitting new highs as a company in the course of 2012,” adds Gauld.
This revitalised team is tasked with continuing the remarkable strengthening of GM brands Chevrolet, Opel and Isuzu, highlighted by a year-on-year new vehicle sales increase of 24,4 per cent for 2011 compared to the previous year. This improvement of fortune is itself the result of the unrelenting focus on improving brand image undertaken by GMSA.
Gauld concludes, “We are confident that these new leaders will take GM and its brands to new heights.”
