Transport companies in Morocco will have a new heavy truck option, as Chinese manufacturer Dongfeng launches its range in the country with a focus on reducing the cost of running vehicles over time. The company says the price paid to buy a truck is only part of the equation. Fuel and operating costs, maintenance, spare parts, vehicle downtime, financing and resale value all affect how much a truck costs a business over its working life.
Dongfeng Morocco is making this approach, known as Total Cost of Ownership (TCO), a central part of its strategy as it seeks to build a long-term presence in the local market.
“Purchase price naturally remains an important factor, but it is no longer enough to measure the actual profitability of a heavy truck. What matters to professionals is how much their vehicle costs throughout its operating life, its availability in the field and the quality of the support they receive. This is the thinking behind the offer we have developed in Morocco,” said Mohamed Amine Riady, the company’s heavy vehicles director.
Dongfeng has 57 years of experience in the automotive industry. Its launch comes as Chinese truck manufacturers gain ground in Morocco, helped by competitive prices, the availability of vehicles and a wider choice of configurations.
European manufacturers still hold a strong position, particularly among large companies. However, buying habits are gradually changing as more transport businesses consider Chinese brands.
Distribution and parcel delivery companies have been among the first to adopt Chinese trucks. These businesses often give greater weight to the initial purchase price when choosing vehicles.
Other parts of the transport industry have been slower to make the switch. International transport companies and businesses with long-standing relationships with established brands remain more cautious. Some public tenders also require manufacturers to show a strong track record in after-sales service.
Dongfeng says it plans to address these concerns by expanding its distribution network and improving its after-sales support. The company is also focusing on making vehicles and spare parts more readily available, responding quickly to service requests and offering financing options suited to transport businesses.
Its range is designed to serve different transport activities, with several vehicle configurations to meet varying operating needs.
The company also expects its pricing position to change over the next five to six years as it gains market share and more of its trucks enter service in Morocco. This could happen as competing manufacturers continue to raise their prices.
