Dealer network strength key for Daf Trucks to maintain market leadership

Daf Trucks is targeting further improvements in its dealer network offering as a vital part of the move to electrification.

The brand, which was named Fleet Manufacturer of the Year - Truck in the 2023 Fleet News Awards - is already the market leader in the UK, with a 30.5% market share of the six-tonne GVW and above sector last year, almost double that of second-placed Scania.

Breaking these figures down further, DAF had a market share of around 38% in the 16t and above sector, which saw around 38,000 registrations overall, and 29% of the 7,000-strong 6-16t segment.

“The 38,000 heavy trucks is a very healthy market,” says David Kiss, managing director of DAF Trucks UK and Ireland. He estimates this may fall to 36,000 next year, but expects Daf's share to rise to 40% due to “some excellent products that are being launched”.

The strength of its current model line-up was recognised in the 2023 Fleet News Awards, which saw the Daf LF named Best Rigid Truck: up to 12 tonnes and the XD winning the Best Rigid Truck: more than 12 tonnes category.

Also key to Daf’s ongoing success is a comprehensive and thriving dealer network, says Kiss.

“One of our responsibilities as a manufacturer is to support and build an extremely strong dealer network, and I’m very proud of ours,” he adds.

The network currently comprises 146 sites (34 sales locations, 102 service locations and 10 TRP stores), operated by 15 dealer groups.

“Our top five dealer groups today cover 60% of locations, with 61 sites upgraded in the past two years, 16 locations with increased bay capacities, and 89 workshop bays added since 2018," says Kiss.

“This is part of the professionalisation of our network and maintaining our status as the largest independent dealer network in the UK as well.

“All this will enable us to serve our customers faster and get them to operate more efficiently, which is important for us .”

Kiss says around £100 million was invested in DAF dealers in 2022-23, including Adams Morey Bridgwater, Ford & Slater Stockton, Brian Currie Bedford, and North West Trucks Warrington.

Daf Trucks UK also increased the capacity of its dealers through recruitment and training of technicians: it increased the number by 169, a 135% overperformance compared to its 2023 target.

For this, it has a number of initiatives. “We have our Heroes of Tomorrow Apprentice programme, that is a very highly-rated, great reputation, award-winning programme where we take the young apprentices on a three-year journey," says Kiss.

“We have a fast-track training programme that allows dealers to bring in technicians from other industries or perhaps from other countries that are qualified and quickly placed in to work.

“We’ve also recently looked at starting with military recruiting career fairs and these seems to be very promising.”

A key ambition is ensuring its dealer network can support fleet operators in their transition to EVs, and this includes a commitment from its sales centres to become certified electric truck centres with specialist electric truck infrastructure, trained technicians and fully-equipped workshop facilities to diagnose, service and repair DAF electric trucks.

Each Daf electric truck centre will provide fast charging capability with a minimum of 180kW DC charger, while other Daf service centres will be equipped with a minimum 24kW charger.

The charging network will ensure customer vehicles can be charged while in for service or maintenance and provides the opportunity for the Daf network to offer single-point invoicing for energy and access to charging data that can be fed into their own fleet management systems for Daf electric truck operators.

At least one locally based Daf electric truck demonstrator will also be available for customer evaluation, supported by access to a national demonstrator fleet which includes choice of configuration and body types to suit a broad range of applications.

Daf currently has three electric models available: the XB Electric (12t, 16t and 19t 4x2 rigid variants), XD Electric (20t 4x2 rigid, 28t 6x2 rigid, 42t 4x2 tractor) and XF Electric (28t 6x2 rigid, 42t 4x2 tractor).

The manufacturer’s electric truck strategy has been shaped by its participation in the recent Battery Electric Truck Trial (BETT).

Funded by Innovate UK under the SBRI ZE Road Freight Competition, the trial ran from April 2022 to October 2023 and saw 20 Daf LF Electric 19t Rigids used by nine fleets, which were either part of the NHS supply chain or local authorities.

As well as manufacturing the vehicles, Daf procured charging hardware and software, delivered vehicles to fleets including training on driving and charging, and subcontracted Cenex to collect and analyse trial data.

Phil Moon, marketing manager at Daf Trucks, says headline figures included 274,833kWh of electricity consumed, 20,750 journeys and 286,681km travelled.

The 21,000 hours of vehicle activity included 8,600 hours of active operation, 5,200 hours and fast charging and 1,800 hours of rapid charging.

Analysis by Cenex found a drive cycle energy saving of 25% in urban areas, falling to 5% for motorway driving.

The research found that if an operator had a charging facility at its depot, the business case could lead to a 19p per km running cost saving, leading to overall fuel cost savings of £53,983 across the trial.