By Mabuyane Mabuza
Although I don’t have a clear memory of the Leyland brand, the name does ring a faint bell from my childhood. At the recent launch of Ashok Leyland’s commercial vehicles, the team helped jog our memories. It all started to come back, especially for the grey heads in the room, who remembered it far better than most of us. Here’s some useful info for the Gen Z and 2K crowd, especially if they’re on the lookout for a ride to fuel their hustle. Ashok Leyland knows that breaking into the South African market isn’t easy, especially with so many options available to customers.
Who is Ashok Leyland?
Ashok Leyland is an Indian brand, established in 1948, just a year after India gained independence from British rule. The company builds commercial vehicles, including trucks, LCVs, earthmoving equipment, and military vehicles. Ashok Leyland is now entering the South African market through a joint venture with Hallmark Motor Group and other local partners.
Today, Ashok Leyland has a solid presence in major global markets. But despite their strong reputation, breaking into South Africa’s light commercial vehicle (LCV) and truck segments won’t be easy. These spaces are firmly dominated by well -established brands like Toyota/Hino, Isuzu, and Hyundai, to name a few. It’s a tough road ahead for this newcomer.
However, the company says it has a clear plan and defined goals. They are targeting township and rural entrepreneurs who are often overlooked by big financial institutions. According to Managing Director and CEO Shenu Agarwal, Ashok Leyland sees South Africa as a “home market”.
He says they have plenty of products lined up for this market over the next few
years, with plans to introduce electric vehicles (EVs) at a later stage.
Ashok Leyland is also in talks with the government to explore subsidy-based financing and is considering rental options to support entrepreneurs.
The company offers an extensive portfolio that caters to various needs, ranging from urban distribution to heavy-duty freight hauling.
