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Daf: Aad
Page 66
Page 67
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Goudriaan
It's all very well being concerned about globalisation but Aad Goudriaan, chief of Daf Trucks, reckons it's better to develop the markets you're already in. While competitors at Hanover were talking of producing trucks in China and pushing into new markets, Goudriaan's philosophy should have them looking over their shoulders:"In markets such as Germany, where we hold 6% market share, we should be focusing on them and bringing that to 13%, We need to focus, not to globalise.
"We need to get a bigger stake in Western Europe. While globalisation is very tempting, we are a very lean and flexible company and we need to be selective." Goudriaan is quick to point out that Daf is already well established in South Africa and Australia, and is making inroads in many eastern European countries, but foreign ventures are clearly not the be all and end all for this manufacturer.
Consolidate
The desire to consolidate, to become stronger in established markets, is typical of Dafs systematic, considered approach. Like its parent company Paccar, it employs a tried and tested system of doing things called Sigma Six, in which everything is done in a structured, and seemingly almost infallible, way.This concentration on process is why you won't find Daf pushing out innovations until they are thoroughly tried and tested.As an example, the firm only decided to fit AS-Ironic once it was absolutely sure it worked, and worked well.
Goudriaan believes that shows such as Hanover highlight the speed at which technology is moving— and he says that speed is a challenge for all manufacturers: For us, though, it is important to ensure we are not tempted to fill a truck with goodies that the driver and truck operator won't use.We are more interested in what is relevant to truck companies and drivers.That's very important to us, and we need to stay close to our customers rather than starting a technology race."
But anything which makes life better for drivers is something Daf is willing to consider. CM came away from this interview with the distinct impression that while an X-Box might not become standard equipment in all Daf trucks, the company is looking at what it can do to help entertain drivers while they are not driving.As Goudriaan puts it: "If you are in the middle of Romania, for example, what can you do? What about distance learning, or infotainment it should all be part of a truck.The challenge for Daf is to make the right choice."
Back to the hard facts of truck building; namely the 13-litre engine launched by Daf at Hanover. It's been developed and built by Daf in Eindhoven, and branded as Paccar, but Goudriaan will only say that discussions on whether it goes to the States are "taking place". It hasn't escaped our attention that the Eindhoven engine plant has been massively expanded lately, so our guess is that the engine will be going across the pond globalisalion by stealth. perhaps?