The new MB Truck City dealer will combine the two brands, New Holland and Iveco, to provide customers with a larger portfolio of synergistic products under the same roof.

MB Truck City Johannesburg is the latest venture by MB Holding Company LLC whose subsidiary company, MB AfroAsia UAE LLC with shares in the locally registered MB Afro Asia SA, owns the Iveco dealership in Cape Town, MB Truck city JHB in Wadeville and MB Plant SA, the official distributor in South Africa of New Holland Construction Equipment.

The new MB Truck City dealer will combine the two brands, New Holland and Iveco, to provide customers with a larger portfolio of synergistic products under the same roof.

“MB AfroAsia SA started in South Africa some four years ago as MB Plant SA with the New Holland construction equipment franchise. The relationship with CNH was entrenched with this franchise which led to the acquisition of the Iveco truck dealership in Cape Town two years ago,” says Alfred Da Costa, chairman of MB South Africa.

“With an excellent management team on hand the Cape Town dealership achieved, the “Dealer of the Year 2015”award which was an indication that a firm footprint had been established in the local market. The success of the Cape Town dealership has prompted the group to increase its expansion in South Africa with the acquisition of the Iveco dealership in Wadeville now called MB Truck City JHB. Further dealerships are envisaged in the near future with a Mozambique dealership very much a priority”.

“Our group is very positive regarding the inroads we have made with the dealerships in South Africa as it brings new ideologies we require to steer the group into its new phase of growth and development. We are confident that our association with the CNH Group will consolidate the company’s position in the South African market and in the in the global arena with the brands we represent,” says Usama Al Barwani, chairman of MB AfroAsia UAE LLC.

The opening of the new dealership is a significant step forward for Iveco South Africa as it has achieved its goal in setting up a flagship operation with high visibility on one of the busiest highways in South Africa. “We have high expectations for this dealership and believe that all parties are committed to a long-term relationship. Both parties are aligned in their strategies and based on the success of the Cape Town dealer where service quality has been the key, there can be no doubt that the group can offer added value to their customers,” says Bryan Steenkamp, Iveco head of Network, Sub-Sahara Africa.

The opening of the assembly plant in Rosslyn has had a significant impact on the commitment of Iveco to the market in southern Africa, producing a product range of vehicles that cover most market requirements. With a network of 27 dealers in strategic areas of the country and across the borders the Iveco brand is making inroads into large fleets where well known competitive brands have played a dominant role in the past.

Equipment Africa says: Combining Iveco and New Holland under the MB Truck City banner will offer positive synergies for customers in the construction and earthmoving industries. Since it was appointed the distributor for New Holland in South Africa, MB Plant has made definite inroads into the construction and earthmoving industries with the brand. It has measurably increased its dealer network from six to 16 in a space of four years.