We at UD Trucks are thrilled to report another exceptional year of growth and success across the Middle East, East, and North Africa (MEENA) region. In 2024, we achieved 30% year-on-year growth in truck sales volume, marking the third consecutive year of impressive results. Our continued expansion into key East African markets and dedication to enhancing customer experience have cemented our position as a leader in the commercial vehicle industry.
Sustained Growth in the GCC
In the GCC, we saw a remarkable 50% increase in truck sales across Saudi Arabia, the UAE, and Qatar. This growth highlights the strength of our value proposition, offering customers trucks optimized for their applications, built for durability, and delivering sustainable profitability through competitive total cost of ownership.
In Saudi Arabia, we experienced significant growth in the heavy-duty segment, solidifying our position as a key challenger in this dynamic market. Our vehicles played a pivotal role in supporting the Kingdom’s construction sector and continued to grow in medium-duty applications like waste management and city distribution.
In the UAE, UD Trucks maintains a strong market presence and is trusted by leading organizations such as Trojan, Sharjah Municipality, and Kalba Municipality. We have also emerged as the preferred partner for driving schools, with customers praising our models for their versatility, practicality, and ease of use thus maintaining our leadership in position in waste management segment. In Qatar, we led the heavy-duty segment, contributing to major projects like the North Field Expansion (NFE). Demand remained strong in Oman and Kuwait, driven by our trucks’ reliability, adaptability, and customer satisfaction. In Iraq, our vehicles supported essential services, including water tanker applications in the Babil governorate. In Bahrain, although tough market dynamics, we are holding our leadership position for years.
Milestone Achievements in East and North Africa
2024 was a landmark year for us in East Africa. We re-entered Kenya, partnering with Isuzu East Africa and hosting launch events in Mombasa and Nairobi to introduce our Quester and Croner models, affectionately nicknamed Ndovu (elephant) and Nyati (buffalo). Similarly, we had a strong debut in Egypt in partnership with GB Auto, offering sustainable transportation solutions for this rapidly expanding market.
Customer-Centric Service and Support
With an active portfolio of over 1,000 trucks under service agreements, we delivered tailored solutions for sectors such as construction and waste management. Major upgrades to service centers in Qatar, Bahrain, Dubai, and Abu Dhabi enabled us to meet increasing demand while maintaining seamless service delivery. To better understand our customers' needs, we introduced a new customer survey system to gather actionable insights and continuously improve service quality.
Investing in Competence Development
Training remains at the heart of our strategy. In 2024, we delivered over 1,300 hours of technical training, 1,600 hours of commercial training, and 1,200 hours of systems training to our teams. This commitment to competence development bore fruit, with our partner, Zahid Tractor, achieving second place in the global finals of the Gemba Challenge—a friendly competition for service excellence within the UD Trucks community.
Drivers at the Core of Customer Satisfaction
Drivers played a central role in our customer satisfaction efforts. Events such as the Driver Guard Series in Kuwait, Abu Dhabi, and Bahrain, as well as the Extra Mile Challenge in Abu Dhabi, Dubai, and Qatar, highlighted our dedication to supporting drivers’ skills and success. The global championship of the Extra Mile Challenge in Ageo, Japan, brought together drivers from around the world, showcasing their expertise and dedication. Among many CSR initiatives we are involved in such as Plastic Pledge, we are striving to benefit our customers and their businesses with such activities.
Looking Ahead
“As we enter 2025, our focus remains on growth and customer satisfaction,” said Mourad Hedna, President of UD Trucks MEENA. “With the most competitive and attractive value proposition in the market, our durable and reliable trucks ensure sustainable profitability for our customers. Together with our partners and employees, we have built strong foundations to lead the commercial vehicle industry in this region. I want to thank every UD Trucks MEENA employee, our partners, and our customers for their trust and unwavering support.”
In 2025, we will continue to deliver innovative, reliable, and customer-focused solutions while expanding into new markets and ensuring our trucks meet the evolving needs of our customers. Together, we drive progress and shape the future of the commercial vehicle industry.
