Company Reports - AFRIT
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AFRIT
Trailer firm performing well in the downturn
Written by Ian Armitage & Produced by John Holliman
We don’t need to tell you how difficult the global economic environment has made life. The recession, and the resulting reduction in demand for almost everything, has certainly seen some manufacturers buckle and creak under the strain.
However, that’s not true of trailer manufacturer AFRIT. It has done better than most thanks to some positive changes within the company, with increased sales over the last few months.
Indeed, says AFRIT Sales and Marketing Manager Leon van de Wetering, the downturn has given AFRIT the opportunity to grow its market share “as a premium supplier” in the transport industry, with the result of “increased sales and steady production the last few months”. AFRIT side-tipper sales, for example, have increased considerably, while the demand for its standard trailer models has increased steadily as well, he says. “Like everybody else, the recession has had a negative impact on the business, however,” van de Wetering explains. “But fortunately, due to our dynamic management team and swift decision-making, we made some positive changes and implemented them effectively in a bid to minimise material waste and increase efficiency in order to reduce costs.”
The firm also continued to focus on aftersales and maintenance support. “We were still giving the customer very good aftersales service even though the market was under extreme pressure,” van de Wetering says. “For most clients, aftersales support is one of the most important factors they consider before selecting a trailer manufacturer.”
No matter where the road may take you, he adds, from Cape Town in the South to Limpopo province in the north, AFRIT will always be “close at hand”. “If I was phoned from anywhere in the country by a client who needed roadside assistance, I will be able to attend to his problem very quickly through our network of operators.”
NO COMPROMISE ON QUALITY
Although AFRIT restructured its pricing method, it didn’t mean compromising on quality, and the policy to continually consider updating its manufacturing plant with the latest technology did not stop. “Modern machinery cuts back on time, reduces wastage and improves quality. It also placed AFRIT in a position to be versatile and this was exactly the strategy that we believe worked in our favour,” van de Wetering says.
Furthermore, he adds, previously procured steel profiles are manufactured in-house at the components plant, which not only allows for effectively controlling and minimising costs of components, but also offers more savings to its clients due to increased productivity. “If we can maintain the volumes we have at the moment up until next year we would be very satisfied. Before the recession we were producing 16 to 18 units a day. Then from August 2008 through to October 2009, it was down to between six and 10 units a day. Currently it’s back up to 13 to 15 units after six months of constant growth. Our vision is to be sustainable, be adaptable and be number one.”
Besides Leon there are six van de Weterings at the helm of AFRIT: Andre - Managing Director; Johan - Director; Albert - After Sales Manager; Gerben - Weld Assembly Manager; Gerrit - Technical Manager, and Hans - Purchasing and Logistics Manager. That certainly plays a significant part in the firm’s success.
VALUE PROPOSITION
AFRIT remains one of the most respected and innovative trailer manufacturers in Africa. Its design and manufacturing processes are continually addressing the balance between strength, mass and durability, while fully-equipped on-call mobile maintenance and aftersales service teams provide 24/12 support at any point on the vast South African road map.
“AFRIT’s philosophy since inception in 1968 is unchanging: to deliver the lightest possible trailers with uncompromised quality and the highest legal payload for its clients to earn maximum income. “You’ll never be in doubt which trailer will stand the test of time,” says van de Wetering.
AFRIT’s reputation for never compromising on quality and being competitive and innovative means it has a 25-30 percent market share, he adds. The company’s order book includes customers in Zambia, Uganda, Kenya, Mozambique, Botswana, Swaziland, Congo, Zimbabwe, Namibia and Nigeria, and it counts the likes of Unitrans, Imperial Group, Coca-Cola and Grinrod as customers to name a few.
“Of course the transport industry is fast-paced and demanding, with customers constantly monitoring their return on investment and payload capacity,” van de Wetering says. “We’re constantly tasked to improve our product and produce the highest quality trailers at an affordable price and we strive to remain at the forefront of innovation at all times and be the first to market new products or designs. “We don’t mind if competitors follow, yet it is important to stay one step ahead. By using systems and software such as Pro Engineer and AutoCAD, our trailer designs set the benchmark.”
AFRIT’s design team annually creates approximately 170 sets of drawings with an average of 40 new designs, driven by constant product improvements and unique
customer requirements. “When hauling an AFRIT trailer, downtime becomes drive time, ensuring your business is where it should be - on the road,” van de Wetering concludes.
However, that’s not true of trailer manufacturer AFRIT. It has done better than most thanks to some positive changes within the company, with increased sales over the last few months.
Indeed, says AFRIT Sales and Marketing Manager Leon van de Wetering, the downturn has given AFRIT the opportunity to grow its market share “as a premium supplier” in the transport industry, with the result of “increased sales and steady production the last few months”. AFRIT side-tipper sales, for example, have increased considerably, while the demand for its standard trailer models has increased steadily as well, he says. “Like everybody else, the recession has had a negative impact on the business, however,” van de Wetering explains. “But fortunately, due to our dynamic management team and swift decision-making, we made some positive changes and implemented them effectively in a bid to minimise material waste and increase efficiency in order to reduce costs.”
The firm also continued to focus on aftersales and maintenance support. “We were still giving the customer very good aftersales service even though the market was under extreme pressure,” van de Wetering says. “For most clients, aftersales support is one of the most important factors they consider before selecting a trailer manufacturer.”
No matter where the road may take you, he adds, from Cape Town in the South to Limpopo province in the north, AFRIT will always be “close at hand”. “If I was phoned from anywhere in the country by a client who needed roadside assistance, I will be able to attend to his problem very quickly through our network of operators.”
NO COMPROMISE ON QUALITY
Although AFRIT restructured its pricing method, it didn’t mean compromising on quality, and the policy to continually consider updating its manufacturing plant with the latest technology did not stop. “Modern machinery cuts back on time, reduces wastage and improves quality. It also placed AFRIT in a position to be versatile and this was exactly the strategy that we believe worked in our favour,” van de Wetering says.
Furthermore, he adds, previously procured steel profiles are manufactured in-house at the components plant, which not only allows for effectively controlling and minimising costs of components, but also offers more savings to its clients due to increased productivity. “If we can maintain the volumes we have at the moment up until next year we would be very satisfied. Before the recession we were producing 16 to 18 units a day. Then from August 2008 through to October 2009, it was down to between six and 10 units a day. Currently it’s back up to 13 to 15 units after six months of constant growth. Our vision is to be sustainable, be adaptable and be number one.”
Besides Leon there are six van de Weterings at the helm of AFRIT: Andre - Managing Director; Johan - Director; Albert - After Sales Manager; Gerben - Weld Assembly Manager; Gerrit - Technical Manager, and Hans - Purchasing and Logistics Manager. That certainly plays a significant part in the firm’s success.
VALUE PROPOSITION
AFRIT remains one of the most respected and innovative trailer manufacturers in Africa. Its design and manufacturing processes are continually addressing the balance between strength, mass and durability, while fully-equipped on-call mobile maintenance and aftersales service teams provide 24/12 support at any point on the vast South African road map.
“AFRIT’s philosophy since inception in 1968 is unchanging: to deliver the lightest possible trailers with uncompromised quality and the highest legal payload for its clients to earn maximum income. “You’ll never be in doubt which trailer will stand the test of time,” says van de Wetering.
AFRIT’s reputation for never compromising on quality and being competitive and innovative means it has a 25-30 percent market share, he adds. The company’s order book includes customers in Zambia, Uganda, Kenya, Mozambique, Botswana, Swaziland, Congo, Zimbabwe, Namibia and Nigeria, and it counts the likes of Unitrans, Imperial Group, Coca-Cola and Grinrod as customers to name a few.
“Of course the transport industry is fast-paced and demanding, with customers constantly monitoring their return on investment and payload capacity,” van de Wetering says. “We’re constantly tasked to improve our product and produce the highest quality trailers at an affordable price and we strive to remain at the forefront of innovation at all times and be the first to market new products or designs. “We don’t mind if competitors follow, yet it is important to stay one step ahead. By using systems and software such as Pro Engineer and AutoCAD, our trailer designs set the benchmark.”
AFRIT’s design team annually creates approximately 170 sets of drawings with an average of 40 new designs, driven by constant product improvements and unique
customer requirements. “When hauling an AFRIT trailer, downtime becomes drive time, ensuring your business is where it should be - on the road,” van de Wetering concludes.
