Sitrak makes inroads in SA

Arriving in South Africa at the start of 2023, the Sinotruk Sitrak has already been well received. We spoke to Bruce Dickson, managing director of Alpine Truck and Bus, a KZN-based Sinotruk dealer, to find out more.

The initial focus was to run demo units in various fleets around the country. “Testing has shown just how good the fuel consumption and performance are,” says Dickson. “In every fleet where it has been tested, the Sitrak has beaten the fleet’s average fuel consumption. It is also very comfortable to drive, offers low maintenance costs, and is excellent value for money.”

Dickson says that after testing, the focus shifted to a small sample of big fleets and a mix of smaller fleets. “Despite it being an introductory year, we managed to get into the top 15, competing against all the established brands,” he elaborates. Sinotruk aims to improve this position month-on-month with a progressive focus on quality over quantity in the short-term, followed by a more aggressive approach. “Overall reception has been great. Most clients have likened the Sitrak to the MAN TG; in fact, I’m told that through Traton, MAN still owns 26% of the brand in China,” Dickson reveals.

This impressive heavy-duty truck is already in demand. “The Sitrak is attracting interest from all applications: from fuel tankers to mining to taughtliner long distance distribution – you name it. The only area where demand is not that great right now is for Pack by Store,” he says. 

There are several unique selling points that will appeal to local customers. “The Sitrak offers best-in-class total cost of ownership (TCO) and comes with all the standard features that are very expensive extras on most other brands. The total package is so well priced for this tough market, without any compromise on quality,” asserts Dickson. “It is around 45% cheaper than similar trucks available in SA, with even more bang for your buck in terms of the standard features.”

He adds that the Sitrak comes with excellent after-sales service and support. “We have focused for two years already on setting up competent partners in key locations with a 24/7 afterhours call-in number, and we continue to work on this. Our service footprint is, in some cases, even better than most of the established brands,” Dickson says, noting that there are already plans to expand market reach and enhance brand presence through service centres, followed by strategically placed, reputable dedicated sales dealers.

“In terms of the model lineup, we already have orders for our flagship model C9 in both Euro 5 and Euro 6 versions, with all the safety features available in the market. The Euro 6 version is already here and will complement the existing steel and air suspension C7 models,” he adds. “Sinotruk is looking at a heavy commercial range focused on the likes of the Sitrak 26280 in Euro 3 and Euro 5 options. Medium and light-heavy ranges should also emerge in the future.”

Dickson is bullish about the Sitrak’s potential: “The Sitrak exceeds all expectations and will be a major player as it moves to the top of the ratings over the next few years. Watch this space! One only needs to look at how the local passenger car market has evolved and shifted to the Chinese brands, which continue to grow. This trend should translate to commercial vehicles and the future is exciting for this brilliant, quality brand.”