In its annual press conference held yesterday, UD Trucks highlighted its performance, strategies, and vision for the future in the Middle East, Africa, and global markets. With its determined focus on customer needs, sustainability, and market adaptation, the leadership team, including Mourad Hedna, President of UD Trucks MEENA, Wahaj Malik, Sales Director, and Kris Meuleman, Uptime and Service Sales Director, shared key insights into the challenges and opportunities ahead for both the brand and the region.
Strong Performance Amid Global Challenges
Mourad Hedna began by painting a picture of the global economic landscape, describing 2025 as a “challenging year” with uncertainty in major economies such as Europe, the US, and China. “We expect big economies to face tough years due to limited GDP growth forecasts. Truck demand, which surged during the pandemic, is now seeing a correction. Many players may feel the pressure,” Hedna explained.
Despite this global slowdown, the Middle East remains a beacon of opportunity. “The GCC is maintaining strong momentum, particularly in Saudi Arabia and the UAE,” he added. “Sectors like construction, real estate, and last-mile delivery are thriving, supported by mega-projects and regional diversification efforts.”
UD Trucks has continued to outpace market growth, reporting a 100% increase in wholesale volumes between 2021 and 2024, with a 30% year-on-year growth for 2024. “For three consecutive years, we’ve achieved double-digit growth,” said Hedna. “As we enter 2025, we’re proud to start with a healthy order book and strong market confidence.”
Nothing typifies the company’s determination to expand regionally than its successful re-entry into Kenya and launch into Egypt in 2024. These markets, we were told, are pivotal to UD Trucks’ Africa strategy, and highlight the importance of strategic local partnerships.
“Kenya was a key focus for us,” Hedna noted. “After launching operations in Nairobi and Mombasa, we engaged over 300 customers, demonstrating the strength of our offerings and the enthusiasm in the market.”
Egypt, too, has shown promise. “Our collaboration with GB Auto has been instrumental,” he said. “We organized a successful launch event in Cairo, bringing together customers and partners to showcase our capabilities. Egypt is a large and complex market, and we’re confident in our long-term prospects here.”
In the GCC, Saudi Arabia continues to lead growth for UD Trucks. Wahaj Malik highlighted the potential of the 4×2 tractor segment. “This is an area where we see significant opportunities in Saudi Arabia,” Malik said. “With a strong product lineup and robust partnerships, we aim to deepen our presence in this segment in 2025.”
Customer-Centric Solutions
Central to UD Trucks’ success over the years has been its commitment to providing comprehensive solutions for its customers. It’s in the DNA formulated by the company’s founder Kenzo Adachi. Hedna emphasised the importance of supporting clients throughout the truck’s lifecycle, an echo of Adachi’s philosophy of building the trucks the world needs today. “Our goal is not just to sell trucks but to create an ecosystem that ensures reliability and efficiency for our customers,” he said.
The company’s connected vehicle services are typical of this approach. With 700 vehicles now integrated into its platform (out of a 1,000-strong fleet in the region), UD Trucks provides features like geo-fencing, route optimization, and real-time health monitoring. “These tools enhance productivity while maximising uptime,” Hedna added. “Our focus is to enable our customers to operate seamlessly in a competitive environment.”
Driver engagement is another pillar of UD Trucks’ customer-focused strategy. The company has rolled out initiatives such as the “Driver Card” program, which offers health checks and training sessions. Additionally, the “Extra Mile Challenge” provides drivers with a platform to hone their skills in areas like fuel efficiency and maneuverability.
“The Extra Mile Challenge is not just about skills,” explained Kris Meuleman, Uptime and Service Sales Director. “It fosters camaraderie among drivers while elevating their capabilities. Winners gain the chance to represent their region at global competitions, showcasing their expertise.”
Meuleman further highlighted the importance of uptime in ensuring customer satisfaction. “We understand that downtime can be costly for our clients. That’s why we’ve developed proactive maintenance programs and predictive analytics to ensure our trucks are on the road when they need to be,” he said. “Our service team works closely with customers to address their unique needs, whether it’s through customized maintenance contracts or quick turnaround times for repairs.”
Sustainability at the Core
The global shift toward sustainability of the past decade is reshaping the automotive manufacturing, and UD Trucks is no exception. Even on the day Donald Trump threatened to dismantle the decarbonising of North America, Hedna underscored the brand’s commitment to reducing emissions and exploring alternative energy solutions.
Urging regional leaders to take a further step to Euro 6, Hedna highlighted the importance of addressing local environmental priorities. “While global CO2 emissions are critical, our region’s immediate focus should be on reducing harmful particulates and local pollutants. Cleaner diesel technologies can make a substantial impact today,” he explained.
“Some people underestimate the importance of emission regulation,” he said as he argued for the market to move to Euro 6 norms. “Finding a way to accelerate the renewal of fleets in the region is really important. We also don’t need the big engines you often see people bringing into the market. We are tailor making our customer offering not just doing a copy and paste of what we do in Japan…The key challenge for me is to clean the air that my children breathe,” he said pointedly.
Innovation in Product Offerings
UD Trucks’ product portfolio reflects its dedication to getting its offering pitch-perfect for fleets. The company’s flagship models, such as Quester and Croner, are tailored to meet the unique demands of Middle Eastern and African markets.
Fleets are looking for good quality products, he said, and they are looking for products that do the job right. “Any extra features are not important” as margins are under pressure. UD Trucks expect “customers to continue to look for competitive reliable, solutions not more,” said Hedna.
“We understand that our customers need products that are robust, reliable, and cost-effective,” echoed Malik. “Quester and Croner are designed with these priorities in mind, offering advanced features that align with regional requirements.”
Hedna added, “We’re also seeing increased demand for specialised vehicles. From firefighting to waste collection, our trucks are built to handle a wide range of applications, ensuring we remain competitive across segments.”
The Role of Partnerships
Strong partnerships form the backbone of UD Trucks’ regional strategy. Hedna emphasized the importance of collaboration with local distributors and stakeholders. “Our distributors play a crucial role in delivering on our brand promise,” he said. “They provide the local expertise and support that our customers rely on.”
The company’s partnership with Al Masaood in the UAE exemplifies this approach. “Al Masaood has been instrumental in helping us achieve market leadership in the medium-duty segment,” Hedna shared. “Their commitment to excellence aligns perfectly with our values.”
Looking Ahead: 2025 and Beyond
As UD Trucks looks to the future, its leadership team is optimistic about sustaining its growth trajectory. Hedna outlined five strategic pillars for 2025: business growth, customer satisfaction, people and partnerships, driver engagement, and environmental responsibility.
“Our mission goes beyond selling trucks,” he said. “We aim to be a key player in the region’s development, contributing to infrastructure, logistics, and sustainable growth. Whether it’s through our connected services, driver training programs, or innovative products, we’re committed to driving progress.”
The company’s investments in people and partnerships further drive its long-term vision. “We treat our partners’ teams as our own, offering training and development opportunities to ensure they are equipped to deliver the best,” Hedna explained. “Our partnership conferences, like the one held in Oman last year, foster collaboration and innovation.”
With robust plans for 2025, including further expansion in Africa and deeper penetration in the GCC, UD Trucks is poised to remain a leader in the commercial vehicle industry. Hedna concluded with a message of confidence: “The challenges ahead are significant, but so are the opportunities. With the right strategies and partnerships, we’re ready to navigate this dynamic landscape and deliver value to our customers.”
