Fuel Duel: gentlemen.•• choose your tractor!
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by Brian Weatherley • Timing is everything. Even ERF's fiercest rivals would admit that the timing of its Fuel Duel campaign has been impeccable. With last year's Budget increase in fuel duty putting more than £1,000 on the cost of operating a 38-tonner—and that was before Gordon Brown slapped another 4p/lit on derv—fuel consumption has never been so critical.
Enter ERF, challenging operators to find a more fuel-efficient tractor than its Cummins Milpowered EC-I I. But is the Fuel Duel just another marketing ploy, or will it really help operators cut costs?
Marketing manager Matt Thompson admits that the campaign has many faces. With commendable honesty he says: "This is a totally cynical attempt to get bums on seats.
"We've got to break the view that Scania is THE drivers' vehicle—and ERE' is not," he adds. "We've won a lot of duels on fuel but we're also getting reactions that the drivers liked it."
Before you can convince a driver you've got to sell it to his governor. Hence the emphasis on fuel economy. "It's the focus, because fuel is the most important element", says Thompson. "Once you're in position then other factors airne into play."
The reaction from other truck manufacturers came as no surprise. Cries of "foul" have already gone up as they complain about the validity of pitting a brand new tractor (with all the implications of it being a "factoryprepared" vehicle) against an in-service wagon. This cuts no ice with Thompson. "The operators set the benchmarks, they choose their vehicle," he points out. "And anyone who duels with us should clearly put in their best vehicle."
Naturally, the folks at Sandbach are happy with the results. As CM closed for press it had won 90, drawn 1 and lost 3 with 334 to do. Not bad statistics, though surely ERF didn't believe it could win every duel? "We knew that from the start," says Thompson, "We've had three losses—all 4 Series Scanias. But we've still won 10 duels against the 4 Series and tied with a 3 Series."
Competitor When ERF kicked off the Fuel Duel it privately acknowledged that its toughest competitor would be Scania. So is it true that ERF has turned down duels against the Swedish marque? "Absolutely, categorically, NOT the case," says Thompson. "Give us a call! We're not afraid; we respect them."
Judging by the operators CM has talked to, winning is no guarantee of an order, although the company says that to date 59 vehicles have been bought off the back of Fuel Duel.
How many more winners will be buyers? "I can't answer that question," says Thompson. "But we shouldn't underestimate the spin-off. We've never been better placed. My great concern is how disorderly some of the counter deals against Fuel Duel have been. Even when we sharpen our pencil they're up to £5,000 cheaper and that makes it very difficult—and you can't blame the customer."
Whatever the result Thompson reckons ERF can still ruffle the feathers of the big boys. "It's a brave act," he concludes. We're pleased with ourselves. Not smug, but pleased."