In a landmark move, Sinotruk, one of the world's leading heavy-duty truck manufacturers, has become the first original equipment manufacturer (OEM) to announce its participation at Futuroad Expo 2024, which takes place from 19 to 21 November at Nasrec Expo Centre in

Johannesburg.

This marks a significant milestone for both Sinotruk and the Expo, as the Chinese truck giant looks to expand its presence in the South African market.

Debut Appearance

Michael Man, Country Manager for Sinotruk in South Africa, is enthusiastic about the company's debut at Futuroad 2024. “We want to expand our brand and give South African operators different options. This is the first time we've participated in the Futuroad Expo. It's the perfect platform for visitors to learn more about us,” he says. Futuroad Expo is Africa’s most comprehensive, international trade fair for the truck, bus and commercial vehicle sectors

Sinotruk's decision to attend Futuroad comes at a crucial time for the company. Despite being the market leader on the wider African continent, with over 41,000 units sold last year, Sinotruk has had a limited presence in South Africa. Man explains, "Previously, we did very little marketing in South Africa. As a result, many operators in South Africa don't know about Sinotruk and our brand.

The Sinotruk range offers technologically advanced products - all designed to provide operators with the highest level of performance, comfort and reliability, coupled with low costs


The Sitrak truck is blend of power, economy, comfort, and safety

Product and Technology Showcase

Futuroad 2024 provides Sinotruk with a unique opportunity to showcase its latest products and technologies to the South African market. Man revealed that Sinotruk will be showcasing its new C9H Sitrak tractor at the event, which is available in various configurations, including 4x2 and 6x4, with power outputs ranging from 320 kW to 403 kW. The company also has electric, LNG and CNG versions of this model, demonstrating its commitment to sustainable transport solutions.

Sinotruk's participation in the Futuroad Expo is in line with its broader strategy to establish a stronger foothold in the South African market. Currently, the company’s trucks are distributed by Alpine Truck and Bus, CFAO and MB Truck City, which together cover the Western Cape, Eastern Cape, KwaZulu-Natal, Gauteng, Limpopo and Free State provinces.

The Chinese truck manufacturer is also exploring the possibility of local assembly in South Africa. Hinting at future plans, Man says: “We are looking for the right partner for local assembly. Of course, it's possible that we could build our own assembly plant in South Africa in the future, like other OEMs.”

Growing Acceptance

Sinotruk's commitment to the Futuroad Expo comes at a time when the South African truck industry is facing both challenges and opportunities. Man acknowledged the current market slowdown, particularly in the mining sector, but also highlighted the growing acceptance of Chinese brands in the market. “Now people and end users have more options. Before, they didn't have as much choice. Things have changed,” he says.

As the first truck OEM to commit to Futuroad 2024, Sinotruk is setting a precedent that could encourage other truck manufacturers to follow suit. The company's participation is expected to generate significant interest from industry stakeholders, fleet operators and potential customers.

Michael Dehn, Managing Director of Messe Frankfurt South Africa.
“Futuroad Expo 2024 promises to be a landmark event for the truck, bus and commercial vehicle industry in South Africa, and Sinotruk's presence will add considerable weight to its significance. As the industry looks to the future of transport, Sinotruk's showcase of advanced technologies and sustainable solutions is likely to be a major drawcard for attendees,” says Michael Dehn, Managing Director of Messe Frankfurt South Africa.

Organized by Messe Frankfurt South Africa, Futuroad Expo Johannesburg serves as the premier business platform for the Truck, Bus, and Commercial Vehicle Body Sectors.

As the first and only truly international trade fair of its kind on the African continent, Futuroad draws visitors from across the sub-Saharan region, positioning itself as the perfect venue for expanding your business presence.

Messe Frankfurt South Africa, a division of one of Europe’s oldest and most extensive trade fair organizers, is backed by a skilled team specializing in marketing, sales, and operations at its South African office.

Recognized as one of the largest trade fair organizers globally, Messe Frankfurt employs over 2,200 staff members worldwide. Since 2017, we have grown our portfolio from two to nine events by 2023 and remain open to innovative ideas for launching new events and forming partnerships for conferences, exhibitions, and other distinctive occasions in South Africa.

With operations in 28 locations around the world, our South African branch is supported by a dedicated team of over 25 professionals with strong marketing, sales, and operational capabilities

Messe Frankfurt South Africa is responsible for hosting major events such as Automechanika Johannesburg, Futuroad Expo, Festival of Motoring, Boatica Cape Town, AERO South Africa, all fashion sourcing, Hobby-X, and Solar Power Africa.

For more information visit https://futuroad.za.messefrankfurt.com/johannesburg/en.html