New Iveco vehicles at the Madrid truck plant (Image source: Iveco)
A familiar brand in Africa, Iveco celebrates its 50th anniversary in 2025. Shahram Falati, business director for Africa & Middle East, talked to African Review about what to expect next
It is 50 years since the foundation of truck builder Iveco in 1975, when five leading European industrial vehicle manufacturers came together to lead the way in the transport sector. Today, it is a truly global player, with a manufacturing footprint that includes seven production sites and eight research and development centres spread across Europe, Asia, Africa, Oceania and Latin America. Its sales and services footprint spans 3,500 outlets, supporting customers in over 160 countries.
To mark the anniversary, Iveco is hosting a series of events throughout 2025, inviting African Review to its Madrid truck plant to speak with Shahram Falati, business director for Africa and the Middle East.
As well as honouring the past and celebrating the present, he was keen to highlight the opportunities ahead, including the possibility of new assembly plants in Nigeria and South Africa. The company already has a depot in South Africa, and in Ethiopia, but recognises the huge long-term potential the continent presents.
“We are seeing an increased requirement by some countries to introduce local industrial activity,” said Falati. “We have a history of assembly projects in the Middle East and Africa area, so we embrace such requests. We have already inaugurated a new assembly plant in Saudi Arabia and are currently looking at a project in Algeria and South Africa.”
There are plans to further highlight the quality differential of the brand too. “We are also strengthening our sales activities in fields where we see high potential for our vehicles, such as our all-wheel offerings, 4x4 and 6x6 and so on, for off-road missions. On top of this, we have plans on facing the tough competition coming from Chinese brands by campaigns which aim at more client awareness on the differences between the various products and services.”
Iveco is investing heavily in future technology, including zero emission engines and bio-fuels, and is keen to introduce what is already being achieved in Europe into Africa and the Middle East.
“Currently our product offering covers all market needs. In fact, we have Euro3 technology on all our ranges from Light to Medium and Heavy Duty. Some of our markets have already transitioned to Euro5 and we have a full range also with this emission level serving our wide customer base. Our current product launches are focused on technology improvements and upgrading of some models. This year we introduced the new Eurocargo Range with enhanced engine and comfort as well as a full Natural Gas Power lineup. Next year, we will also be seeing enhancements to our Daily range bringing us in line with our European offering.”
Major sectors where Iveco trucks are deployed include construction and mining, while oil and gas is also a growing market.
“We are fortunate that in our territory there is an abundance of opportunity and most of our markets have a growth outlook,” said Falati. “For example, in Morocco, the tourism industry is booming and the country will also host the 2030 World Cup. We see a high level of activity, especially on infrastructure, which is exciting as we have all the vehicles needed for these requirements. There is also activity in the commodity segment and the opening of new mines. To capture this highly-demanding client base, we have set up a special project team. We believe we have the correct off-road product offering, and with training of specialised salesmen, I am very optimistic about bridging the gap between demand and offer in this important segment.”
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