Alpine Truck & Bus opens flagship Sitrak dealership in Pinetown

August 22, 2025

Alpine Truck & Bus has marked a major milestone in its growth journey with the opening of a new, state-of-the-art Sitrak dealership in Pinetown. NICOLA JENVEY paid it a visit.

The facility, which occupies a commanding position on Mountain View Road overlooking Pinetown and New Germany, represents a significant investment in infrastructure, people, and technology – firmly establishing Alpine as South Africa’s leading Sitrak representative.

“This is more than just a new building; it’s a commitment to our customers, our partners, and the South African transport industry,” says Alpine Truck & Bus CEO, Bruce Dickson. “The new dealership is designed to provide a complete solution – from sales to servicing to aftermarket parts – all under one roof.”

The facility spans 4,200m² of office and yard space and is dedicated solely to the Sitrak brand. It features some of the most advanced workshop technology in the country, including WiFi-enabled Maha lifting equipment valued at R2 million. This replaces traditional maintenance pits, which Dickson describes as “a safety hazard and an outdated way of working”. He adds: “The new technology is cleaner, safer, and far more efficient, allowing us to adjust for different vehicle sizes quickly and easily.”

The investment into the Pinetown facility is part of Alpine’s broader growth strategy. The company has retained its original Westmead site for aftermarket parts, right-to-repair services, and its growing pre-owned vehicle business, which includes demo models and trade-ins. It has also committed R5 million to its Gauteng facility, which will open in Germiston in September 2025. This new dealership will cover 2,000m² of buildings and 7,800m² of yard space, providing full-service support in South Africa’s economic heartland.

“Our medium-term goal is to establish a truly national presence,” Dickson explains. “With Kraaifontein in Cape Town already operational, Germiston on the horizon, and Pinetown now open, we are laying the foundation for future growth. We are also considering a Free State dealership to support customers in that region.”

Alpine Truck & Bus was established just four years ago and has grown rapidly. Its first year of operation saw R260 million in sales, which rose to over R550 million last year. The company processed 350 orders in 2024 and is on track for 400 in the current year. “We identified a niche and invested in finding the right people with the right networks to grow our sales team,” Dickson says. “Many of them are industry veterans with decades of experience. Their relationships and expertise have been crucial in establishing credibility and securing large fleet customers.”

One of the company’s most significant partnerships has been with DP World, which selected Alpine Truck & Bus as its preferred service provider for Sitrak vehicles. “That partnership was a turning point for us,” notes Dickson. “It gave us visibility, credibility, and an opportunity to demonstrate what Sitrak trucks are capable of.”

Customer demand has been a driving force in broadening the Sitrak range available in South Africa. Initially, only two models were introduced, but the portfolio has since expanded to meet the diverse needs of local operators. “In short, it’s a European product built in China,” Dickson says. “The quality is world-class, the pricing is competitive, and the aftersales support is outstanding. The days of dismissing Chinese products as inferior are long gone. Those who continue to underestimate the Chinese do so at their own peril.”

The sales figures reflect this growing acceptance. Alpine Truck & Bus’ first orders included 20 trucks each for Afrox and DP World. More recently, it secured a 25-truck deal for its Gauteng premises before the facility even opened. Eight of those vehicles are already en route and expected to arrive by the end of the month. “Having a full-service dealership in Gauteng will be a game-changer,” Dickson notes. “It’s where a large share of our customers are based, and having a workshop and support centre on the Highveld will make a big difference.”

Head of sales Brandon Barth proudly poses with CEO Bruce Dickson in front of the Chinese-produced Sitrak model, for which the company is South Africa’s largest representative.

Alpine Truck & Bus head of aftersales Wesley Herbst and CEO Bruce Dickson in front of the Sitrak signage at the new facility.

Alpine’s ownership structure has also been instrumental in its success. The company is majority-owned by Frontier Transport Holdings, a subsidiary of the JSE-listed Hosken Consolidated Investments (HCI), with Dickson holding 25% and business partner Markus Geyer holding 24%. “Having the support of a large, established group has been enormously helpful,” Dickson says. “It has allowed us to scale faster and more confidently.”

The company’s strategy has always been about more than just selling trucks. “Our vision is to build strong, lasting relationships with our customers,” Dickson explains. “We want to be known for delivering not just vehicles, but complete solutions – sales, aftersales service, parts, trade-ins, and pre-owned vehicles. That’s what sets us apart.”

Looking ahead, Alpine Truck & Bus is optimistic about the road ahead. “We are poised for significant growth,” Dickson says with a smile. “The response to Sitrak has been extremely positive, and we’re seeing customers who originally came in for new trucks now trading in other brands to move into our ecosystem. That tells me we’re doing something right.”

In opening its flagship Pinetown dealership, Alpine Truck & Bus has made a clear statement: it is here to stay, here to grow, and here to support the transport industry with high-quality, reliable, and affordable vehicles backed by world-class service.

As Dickson concludes: “We don’t see ourselves as just selling trucks. We’re helping our customers build sustainable businesses. That’s what motivates us and that’s why this new facility is such an important step forward.”