In an ongoing series of interviews aimed at offering local automotive brands an opportunity to check in with South Africa, we sat down with the CEO of LDV Automotive, Bevan Nel. 
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Owned since 2010 by Chinese automaker SAIC Motor Corp, the British brand Leyland DAF Vans (LDV) can trace its origins to 1896.
Currently producing more than six million units annually, SAIC is the largest vehicle manufacturer in China and the eighth-largest auto brand globally. With right-hand drive markets seen as key in expanding this footprint, the relatively mature South African automotive landscape is viewed as being particularly important to the company’s future plans, especially when considering its potential as a manufacturing hub for its LDV brand.
Related: What’s Up, Honda SA?
“We have a long-term strategy for establishing ourselves in South Africa before launching LDV into right-hand drive markets in Africa. This could include establishing a manufacturing base here,” says CEO of LDV Automotive South Africa, Bevan Nel. “While the South African market is relatively small in terms of new vehicle sales (when compared to China or the USA) it is a very advanced market. Every element of the automotive value chain – from manufacturing to export and import – is present here. In partnering with such a global powerhouse, LDV South Africa is guaranteed the best possible support for future models, extensive research and development resources and global support. We’ve found LDV to be a very supportive and engaged partner that shares our long-term view of the South African and African markets,” continues Nel.
First steps
LDV’s most popular product to date in right-hand drive markets, the T60 pick-up is viewed as the best way to introduce a South African audience to the brand. While you can read a full road test of the flagship T60 double-cab below, expect the all-new D90 ladder-frame SUV, scheduled for launch as this magazine hits the shelves, to send a ripple through its respective segment.
Related: Review: LDV T60 Max Luxe
“We will introduce a comprehensive range of models, including passenger and commercial vehicles. The latter range will include the G10+ Delivery Van and the current market leader for this segment in Australia, the Deliver 9,” says Nel. Unveiled at the Beijing Motor Show earlier this year, LDV will also look to introduce its large GST Pick-up, and the so-called Bull Demon King Special Edition T60, to South Africa in the coming year.
After-sales
“The dealership network is the most important part of our immediate sales and service strategy at LDV. Before launching LDV South Africa, we invested several million Rand in our system infrastructure to enable parts availability and warranty support,” explains Nel. “We have a national network of dealerships in place ready to sell, service and support LDV vehicles and their owners. Our national parts warehouse has been established, and we have appointed DSV as our courier agency to ensure timely delivery of parts and components.”
New Energy Vehicles
In a home market where more than a third of new vehicle sales are electric, LDV has a comprehensive line-up of NEV (New Energy Vehicle) models. While the South African market for NEVs remains relatively small and underdeveloped, SAIC and its LDV brand are poised to make inroads as soon as they see enough movement within this segment.
Related: What’s up, Audi?
Currently, the all-electric online shopping delivery vans used by Woolworths South Africa are products originally developed by LDV.
The next 10 years
“We plan to emulate the growth trajectory of LDV Australia,” says Nel. “The LDV brand has enjoyed rapid growth in this impressively large market, notably as customers familiarised themselves with the products, the associated perceived built quality and respective value proposition.”
“LDV South Africa has an ambitious long-term strategy in place, and we have the full support of LDV Global to make this a reality. This includes becoming an established South African household name within the next decade.”
Find the full feature in the August issue of CAR Magazine.
