DAF bets big on South Africa

Uptime: the industry’s currency

If there is one word that comes up repeatedly in conversation with Gavin, it is “uptime”. As he puts it: “Uptime is the heartbeat of any successful transport operation, and DAF trucks are engineered with that in mind.”

He cites three pillars underpinning this: robust PACCAR engines designed for durability and fuel efficiency, high-quality components selected for longevity, and an aerodynamic design that reduces strain on the engine while improving fuel economy. “All of this adds up to more time on the road and less time in the workshop,” he says.

Telematics becoming a game-changer

While uptime remains central, technology is increasingly becoming the differentiator in South Africa’s highly competitive truck market. For DAF, the linchpin is Executrax – a fleet management and intelligence system designed in-house by Babcock.

“Executrax is standard on all DAF trucks sold in Southern Africa, which speaks volumes about its adoption,” says Gavin. “It’s rapidly becoming recognised as one of the most advanced fleet management systems in the region. Importantly, it’s not just a tracking tool – it’s a full-spectrum fleet intelligence platform.”

The system’s features include real-time GPS tracking, driver behaviour monitoring, geo-fencing, anti-hijack and anti-jamming functionality, cloud and mobile access, and detailed trip history reports. What sets Executrax apart, Gavin notes, is its deep integration with truck diagnostics and its tailoring to South African realities. “Executrax addresses local challenges such as theft, infrastructure gaps, and long-haul route complexity. That’s something generic global platforms struggle to do.”

Busting the myths

Although Gavin is overwhelmingly positive, he reveals that the business is not without its challenges. Principal amongst these are misconceptions that still persist in the South African market: “We sometimes hear that resale value isn’t as strong as other brands. The reality is that – with growing market adoption, strong uptime, and lower total cost of ownership – resale values are climbing. This is especially the case with well-maintained units with full service histories. Our pre-owned brand, Premium Select, is proving that DAF vehicles are in demand.”

Pricing has also been a point of contention. “It’s true that, for a period, we were up to 35% more expensive than comparable European brands,” Gavin concedes. “But this has now been rectified. Our pricing is once again competitive and market related.”

Another misconception concerns reliability. “Some believe DAF vehicles are not suited to South Africa. The truth is that our trucks here are specified for local conditions,” he emphasises. On this note, a particularly revealing part of DAF’s evolution in South Africa has been its willingness to listen to operator feedback and adapt specifications accordingly. “For instance, our suspension systems have been strengthened with higher ground clearance and chassis upgrades, to cope with mining and agricultural terrain. Cooling systems have been re-engineered with larger radiators and tropical configurations to handle South Africa’s extreme temperatures. Furthermore, engines have been recalibrated to tolerate local diesel blends, supported by enhanced filtration to protect injectors,” he says.

“These adaptations are a direct response to what operators told us,” he continues. “It shows that DAF is not just importing trucks; we are customising them for the realities of this market.”