Ghana Market: A Priority for Renault Trucks

To get deep understanding of the market and customers’ insights, Renault Trucks International Management team was in Ghana from May 22nd to 25th, as one of their regular visits to Africa’s key countries.

As part of its business activities, Renault Trucks International team organizes regular visits to the most strategic countries, with the objective to understand better their particularities, characteristics and market dynamics.  

“We have local resources that constantly give us insights and do an amazing work. But for us, as managers, going to the field where our business has the biggest potential and getting to meet our customers, see their activities and understand their challenges is the key to improve our offer and services. We are committed to our customers’ success and this is why it is a must to be close to them” explained Olivier de Saint Meleuc, Senior Vice-president of Renault Trucks International.  

This visit was organized thanks to our Partner, SSP, the exclusive Renault Trucks importer in Ghana. The 17 years old automotive company in Ghana has facilities and workshops in Accra, Tema, Kumasi and Takoradi.   

SSP is part of GBH (Groupe Bernard Hayot) group, with whom Renault Trucks has partnerships all around the world: in Martinique since 1995, in Guyana since 1992, in The Reunion since 1994, in Ivory Coast since 2014, in Morocco since 2017 and, in Ghana, with “SSP” since 2014.     

This partnership has been successful, setting Renault Trucks in the top 3 among the European truck’s brands in Ghana for the last 5 years. These good results are the consequence of a solid collaboration that has led to a strong transport solution offering.   

“We don’t only sell trucks. We are engaged with increasing customers’ profits and making their life easier, so they can concentrate on their core business. Our offer includes financing solutions, service contracts, drivers’ training and TCO studies to optimize the cost of operations. We offer a lot more than the outstanding trucks specially adapted to the African market that we have developed” said Cyril Barillé, Vice-President of Renault Trucks Africa.  

“Despite the excellent results so far, the objectives for 2018 are really ambitious: the target is to reach 25% of market share in Ghana, 1 used trucks sold for one new trucks, and 50% of service contract” said Mathieu Castre, Managing Director of GBH in Ghana.  

To achieve it, the strategy is focused on the three main sectors with the biggest potential: Road transport (general cargo and oil distribution), Construction and Mining.  

To address these segments, Renault Trucks offers the two flagship models: the K range, designed for the most severe applications like mining and construction, and the C range, perfect for the road transport segment.  

“Ghana is a key country for us and our business. That is why we have for a long time set our representative office for West Africa area in Accra, with dedicated resources” added Cyril Barillé. “It has an enormous potential because it is one of the most developed countries in Africa, which we can see through the level of roads infrastructure for example”.   

During these days, the whole team visited the facilities of several customers whose main actions are in those key segments. “We are very pleased to be here, it is a country that we appreciate a lot and where we have extremely loyal customers. When we launched the new range in 2014, the first vehicles sold in Africa were bought by Ghanaian customers” concluded Cyril Barillé.   


About Renault Trucks  

Building on the legacy of more than a century of French truck know-how, Renault Trucks supplies transport professionals with a wide range of services and vehicles (from 2.8 to 120 T) adapted to local and regional distribution, construction and long distance activities. Renault Trucks vehicles are sturdy and reliable with low fuel consumption that enables them to deliver greater productivity and control operating costs. Renault Trucks is distributing and servicing its trucks via a dealership network comprising over 1,500 service outlets. The design and assembly of Renault Trucks vehicles, as well as the production of most components, is carried out in France.   

Renault Trucks is part of the Volvo Group, one of the world’s leading manufacturers of trucks, buses, construction equipment and marine and industrial engines. The Group also provides complete solutions for financing and service. The Volvo Group, which employs about 95,000 people, has production facilities in 18 countries and sells its products in more than 190 markets. In 2017 the Volvo Group’s net sales amounted to about SEK 335 billion (EUR 35 billion). The Volvo Group is a publicly-held company headquartered in Gothenburg, Sweden. Volvo shares are listed on Nasdaq Stockholm.

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