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DEIVIONSTRATICIP )F FORCE
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Page 61
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0 • n the back of the Stralis launch. Iveco announced its intention to double its heavy truck market share in just four years.Whether it does so will to an extent depend on the ability of dealers to place Iveco's demonstrator fleet with operators, allowing them to form a concrete — and hopefully positive —opinion of its vehicles. Iveco director of brand and communication Nigel Emms explains: "To us a demonstrator is vital to introduce customers to the benefits of Stralis. It's one of the best heavy trucks on offer. Iveco needs to put drivers behind the steering wheel and see how the truck works in a 'real world' environment," he says.
"If we are going to change perceptions we have to get it out there. By 2011 we want to have a 15% market share of the tractor market, and we are only half way there. Once we've got someone to drive and experience [the Stralis], all the old prejudices go out the window," he says.
To persuade operators to make the change,says Emms, dealers are specifying Active Space Super' Stralises with Cursor 10 450 or 500hp engines.
Within the Iveco dealer network there are more than 40 demonstrator units.These will typically run for 12 months, visiting operators for a few days to a week at a time. At North East Truck & Van (NETV) there are three heavy demo trucks working its territory under the watchful eye of demo-consultant Horace Robinson. NETV sales teams put forward potential and current customers, and Robinson organises the bookings.
With 15 years' experience of running a haulage and truck repair company he is able to allay drivers' fears and address operators' requirements. "We iron out any problems and get feedback from the customers," he says." We valet the trucks and turn them around; they are run like haulage vehicles," he says.
Flexible fleet
The demo fleet at NETV, says MD Sandy McDonald, is flexible to meet demand. "On the lighter end we have 16 Daily and Fiat vans spread across the group. We keep them a year and they are pre-sold to a customer.
"With heavies we look for an operator with the older products and put it in for a couple of days. If they've never had one they would have it for a week and get it around to as many drivers as possible," he says.
The vehicles are assessed and feedback forms are filled out. "In terms of marketing," he says,"it's very important."