News - Iveco
Iveco Daily grows in size and numbers
Daily driver: The Daily arrived in Australia last year and has helped lift the Italian commercial brand's sales in the past 12 months.
Italian truck maker Iveco is determined to build on the 2015 foundations this year
5 February 2016
ITALIAN commercial-vehicle manufacturer Iveco is kicking off the year with
additions to the off-road side of its range and it is targeting a sales volume
jump in the realm of 18 per cent for 2016.
After what it calls a “solid” sales performance last year, the CNH
Industrial-owned (part of the Fiat empire) brand says it is aiming to build on
the momentum it had at the end of last year with the addition – and adequate
supply – of the new Daily van and cab-chassis range.
Iveco Australia marketing manager Darren Swenson said last year was a period of
consolidation for the brand as it built momentum for 2016 with a number of new
marketing plans to come.
“2015 was the year of consolidation, as well as the amalgamation with CNH,” he
said. “The first part of 2015 was consolidation and then the second half was
starting momentum for 2016,” he said.
Iveco’s head of corporate affairs Ron Grasso said the new Daily van, launched
in May last year, took some time to gain traction in the competitive Australian
“In the second half of the year it was building … we're not there yet but we're
kind of understanding where the opportunities are and 2016 will be a year of
opportunity,” he said.
According to official VFACTS sales figures, Iveco finished 2015 with 1581
sales, which was a slight drop from the 1587 sold the previous year.
The company performed well in most of the segments it has an offering when
compared with 2014, with sales of the light-duty van up 66.7 per cent to 105
units, a seven per cent lift for the light-duty cab-chassis to 764 units, while
the heavy-duty range grew by 57.6 per cent to 588 sales.
Its overall tally was let down by the medium-duty segment which dropped by 71.6
per cent to 124 units, a significant slide from 2014's haul of 437.
When asked about Iveco's growth targets for this year, both Mr Swensen and Mr
Grasso chewed over the question and eventually nominate a target of 18 per cent
growth over 2015’s tally.
The Italian commercial vehicle-maker says it is aiming to grow in the key area
of specialist-vehicle sales.
“The fleet side of the business has a specialist vehicle salesman for the
emergency services because now we have a product that can appeal to them, the
4x4 and the Daily Van, as well as the medium trucks for fire and rescue with
(fellow CNH Industrial company) specialist body builder Magirus,” Mr Grasso
Iveco is also examining the Australian defence force market closely but is
aware of the Mercedes-Benz presence in the area, and its likely strong defence
of its turf.
The brand's executive team has recently concluded its dealer conference and
maintains the dealers are happy with the plans for Australia which the pair
didn’t explain in detail, only revealing that it made some “serious
commitments” to the dealer group about investment and support.
“The feedback has been 'what's in it for us? What are we going to get' and
there were some serious commitments made to the dealer network over the last 48
hours about supporting them in a way they haven't seen for a long time – more
involvement on the ground and addressing any issues that may arise in a more
timely fashion than has been the case for the last decade to be honest,” Mr
“I can't divulge much more than this but there will be some significant
announcements over the next six months from our point of view which I think
will give more reason for existing dealers to reinvest or open additional
outlets,” he said.
Among the new marketing campaigns is an expansion of the brand’s involvement in
Red Bull Racing Australia, maintaining its team transport supplier status but
expanding to include signage on Craig Lowndes’ new Team Vortex car.
The brand is also upping it involvement with Team Maranello to include car
branding and it has plans to make promotional use of drivers Tony D’Alberto and
Iveco has 25 full-line dealers and a network of service centres, but Mr Grasso
is clear on the need for a network expansion.
Former motorcycle champion Daryl Beattie’s off-road adventure company will now
also use an Iveco EuroCargo 4x4 as its official vehicle, giving the brand
further opportunities to promote the new Daily 4x4 in that sphere when it
“One of the things Iveco needs to do to reinvigorate the brand and rebuild
trust in the marketplace is to expand and broaden that network, clearly that's
too small,” Mr Grasso said.
“Ideally if you were to double that number is where it needs to sit as a
minimum. In 2016 there will be announcements throughout the year that work
towards that kind of objective and I think this year will be a significant year
for that network,” he added.
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