Iveco: aiming for a bright and greener future

Martin Liebenberg has been appointed Iveco SA’s commercial manager. What does this mean to Iveco SA and how does he hope to grow the company? ROWAN WATT-PRINGLE catches up with him.

Beginning his career selling passenger cars in 1995, Martin Liebenberg worked in both dealer retail and original equipment manufacturer (OEM) environments over several years. It was in the OEM environment where he was exposed to working with new and pre-owned vehicles, gaining experience in all aspects of the industry.

Liebenberg says he has always been proud of his ability to build strong relationships and it was through one of these relationships that he was approached to join the commercial vehicle industry. “As an entirely different discipline, this of course requires knowledge and skill only achieved by market experience, which is why very few people successfully make the transition from passenger to commercial vehicles,” he remarks. “I quickly found the commercial industry to be better suited to my approach to business, and I have since enjoyed more than 16 years of building these solid relationships.”

When he first joined Iveco in 2005, Liebenberg fell in love with the company’s approach. “Everything is done with typical Italian style and flair!” he says. “I have always admired the company’s drive to be a leader in alternative fuel solutions and this is now evident in the European markets. On the other hand, in South Africa we are about to embark on an extensive test of two compressed natural gas (CNG) Daily models, continuing our mission to move our product range from fossil fuel-based to alternative fuel vehicles.”

After some time applying his expertise elsewhere in the industry, he rejoined Iveco in 2015 as part of a strategy to transform the company. He says that his journey from that point onwards has been the most satisfying of his career. “Repositioning a brand in a market like South Africa, where people buy from people creating trust, where character and the competence forms the foundation of that trust relationship, is extremely fulfilling,” he explains.

Liebenberg’s appointment forms part of a localised employment strategy that started five years ago, envisaging the creation of stability within the organisation through the employment of a local commercial manager. “I will be responsible for all commercial activities in South Africa and right-hand drive Africa markets,” he says. “These market responsibilities include new and pre-owned vehicles, network, product and general marketing, order management and commercial planning.”

Liebenberg is particularly enthusiastic about Iveco SA’s amazing and varied product line-up, which ranges from the Daily van for inner-city deliveries to the mighty Astra for mining operations: “The line-up affords us an opportunity to play in various market segments. Many of our clients have diversified business interests, from farming and construction to long-haul transport,” he notes, “so we are perfectly positioned to offer full transport solutions, whereas many other industry players are bound to a specific segment.”

He also anticipates a strong future for the Iveco brand. “With the launch of our new product ranges in South Africa, we are confident that we will see steady and constant business growth over the next three to five years,” he says.

“The transformation of our industry, the development of the next generation of sales professionals, and the fostering of a truly South African winning culture are all concepts close to my heart and I look forward to developing these core factors.”

We wish him well in his new role!