Mar 8, 2007 — Do¤ufl Otomotiv and Bernard Krone Holding and a joint venture Bernard Krone Holding GmbH & Co. prepared the operation manual and.
634 KB – 59 Pages
PAGE – 3 ============
Tolga SenyücelScania, Krone, Meiller Brand General Manager”Do¤ufl Otomotiv succeeded in leading Turkey’s import heavy commercialvehicle market as a best selling brand in 2007, working with the principle of being a reliable business partner for its customers.”Selling 9,698 vehicles in the last 5 years and having an average market share of 24% in the import market, Scania has finally gained the position it deserves among Turkish consumers.Thanks to our customers’ belief in usand the devoted efforts of the distributor and dealers, Scania gained a leadership position in the Turkish imported heavy commercial vehicle market as a best selling brand. Our priority is to develop our after-sales services and meet customer needs both in sales and after-sales.Scania, positioned as “A ReliableBusiness Partner” under the Do¤ufl Otomotiv framework, is the market leader across a wide range of products in the import commercial vehicle segment for vehicles of 16 tons and over. It offers an array of distinctive products and customer-oriented after sales services. Scania, represented by 21 authorized dealers and a service network throughout Turkey, differentiates itself in the sector with a powerful service network and 24-hour emergency helpline.Review of 2007According to data released by TAID (the Commercial Vehicles Importers Association), a total of 26,383 HCVs in the 16 tons and over heavy commercial vehicle market category were sold in Turkey in 2007, recording a decrease of 21% in comparison with 2006. A total of 9,411 vehicles were sold in the import market in 2006, decreasing by 12% to 8,321 units in 2007.Scania ranked as to the top selling brand of 16 tons andover import heavy commercial vehicle market with sales of 2,174 units as well as being the best selling on-road tractor brand with 1,961 tractor units sold in 2007.78Do¤ufl Otomotiv Annual Report 2007
PAGE – 4 ============
79Do¤ufl Otomotiv Annual Report 2007 Construction Vehicles (Truck&Tractor)TractorTruckTotalScania Sales by Model (Unit)In the year 2007, 1,167 customers allover Turkey and 108 customers all over Europe were assisted by our call center operators speaking necessary languages and working 365 days/24 hours basis and service provided by our 27 units of emergency vehicles.Daily after sales service capacity hasreached to 252 vehicles with our 21 authorized dealers, where the number of service provided vehicles is realized as 51,800. Scania rolling park consisting of trucks between 1-10 years old has reached to a number of 9,620 vehicles in 2007. Turkey ranked one of the best selling countries in terms of spare parts sales, with a sales value of 20.5 million Euro in 2007.The undisputed leader in the import marketThe Scania brand, configured according to Do¤ufl Otomotiv’s sense of service based on customer satisfaction and trust, has workedaccording to the principle ofcontinuously serving the customer and focusing on customer demands and satisfaction since 1994, it was granted the distributor rights. This approach has enabled the company to end the year 2007 as the leader in the imported HCV market.The results of the survey performedglobally by Scania together with other truck producers, showed that the customer satisfaction of our brand in terms of sales and after sales in Turkey is at a value of 4.3 with an evaluation over 5. Results also shows that the brand recognition and brand image is 99 percent over 100. Scania – A global giant Scania, one of the world’s leading companies in the manufacture of HCVs and busses, has manufactured more than 1 million HCVs and buses since its establishment in 1891.20071,961 137 2,174 7620061,590 3952,099114 20051,433 4752,073165
PAGE – 5 ============
80ScaniaDo¤ufl Otomotiv Annual Report 2007 Total Market Shareover the Years (%)Scania Sales overthe Years (Unit)6.226.298.242005200620072,0732,0992,174 200520062007Scania employs a workforce of 32,000 workers located throughout the world, mainly in Europe and Latin America. All of these employees are trained on road and driver safety, the building structures of the Scania corporate culture, to be being humble to one other, to customers and to the environment, on working to the highest ethical standards in the business and on maintaining an exemplary level of manufacturing quality.Driving the transportation sector forwardThanks to its strategy of determining product features in accordance with customer demands and requirements, Scania is the best selling HCV brand in import tractor sales in Turkey since 2003, together with differentiating itself by offering customer-oriented after sales services.Scania sold 2,174 vehicles in 2007,of which 1,961 were tractors. While Scania tractor sales increased in comparison to the previous year in 2007, Scania has been the leader of the import HCV market as the best selling on-road tractor brand.Scania has been consolidating itsposition in the Turkish HCV market and has increased its sales with its proactive business strategy as well as its dynamic team, which has worked closely with the market and customers. Expanding cooperationThe cooperation between Do¤ufl Group and Scania, which started once the distributorship for Scania tractors and trucks was awarded in 1994, has expanded with the award of the distributorship of industrial engines and marine engines in 1995 and of Irizar chassis Scania buses in 1996.Activities on chassis manufacturing,carried out by Do¤ufl Group under the name of Genoto, were halted in Turkey in 1998; all brand activities have been configured under the name Do¤ufl Otomotiv since 2000.
PAGE – 6 ============
81Do¤ufl Otomotiv Annual Report 2007 Performance of our models• Scania offered vehicles with Euro 4motors to the Turkish market for the first time in 2004. These vehicles can run without the need for additives or an additional tank. As of 2007, Scania was the only brand able to maintain its comfortable superiority within this segment.• The new R series, the sale of whichstarted in Turkey in 2005, has differentiated Scania from the rest of the market with its superior technology. • In accordance with the 2007 salesstrategy, sales of the R series, launched in 2005, and the previous 4 series were combined. Thereby Scania was able to differentiate itself with a wide product range.Efficient service networkWith its extensive authorized dealer- service network and 24 hour emergency help service it operates throughout Turkey, Scania is positioned as a strong brand, striving to consistently deliver the fastest assistance to its customers wherever they may be located. Scania has long earned high marks in the area of customer satisfaction.Scania provides its range of servicesin modern facilities throughout Turkey, and delivers Scania quality to its customers in 21 authorized dealers built on 20,000 sqm closed and 135,000 sqm open area. Scania service team of experienced and trained 184 technicians are capable of servicing 252 vehicles as a daily average.One to one marketingScania focuses on reaching its customers on a one to one basis and strives to introduce its vehicles by employing marketing activities that optimally communicate the differentiating features of its products and after sales services.Scania has executed activities topromote the Scania brand and product identity, with activities tailored for different customers in marketing communications. Believing in the importance of one to one communication and that success is derived from effective communication, the Scania team has unstintingly performed its communication activities nationwide through a marketing strategy based on listening to customer demands and requirements on a one to one basis, and informing customers. The most important of these activitieshas been vehicle introductions at road shows held in regional and national fairs throughout 2007.Vehicle introductions, planned inconjunction with regional representative authorized dealers, penetrated regions with high customer density, developing customer interest in the brand and allowing customers a detailed look at the vehicles exhibited.Thanks to sponsorships, theawareness of the Scania brand has raised.Ceremonies were typically heldfollowing vehicle sales to large fleets, to which the press was invited. Thus, new additions to the Scania family were announced to the whole sector, including prospective customers.
PAGE – 8 ============
83Do¤ufl Otomotiv Annual Report 2007 The Scania web page has beendesigned to allow customers obtain the most comprehensive information on products and services; it is of resource quality on various matters such as product information, product brochures, authorized dealers and services, up-to-date information on Scania.Continuously preparing press releases on matters such as marketing activities, campaigns, product and service details, and sharing them with the trade and national press, Scania has been gradually increasing its press coverage through news at the end of these studies.Continuous product developmentScania will keep its finger on the pulse of the market in 2008 with product innovations shaped in accordance with customer demands and requirements. Do¤ufl Otomotiv and Scania authorized dealers will continue to stage vehicle introduction organizations throughout Turkey.Scania will continue to expand itsauthorized dealer and service network in 2008 with the modernization of authorized dealers’ existing facilities. This work will enable the provision of even higher quality services to Scania customers in more locations throughout Turkey.In 2008• Communication activities will continueto be conducted around the concept of “Protect your Scania with Scania Parts” with periodical and seasonal maintenance and parts campaigns.• The Turkish finals of the Top Teamcontest will be held to help ensure the effective maintenance of Scania vehicles through training service technicians, and to increase customer satisfaction; the winning team will represent Turkey in the international finals.• Within the context of marketingstudies of new cab series launch, the strategies of maintaining a close relationship with customers and meeting them on a one to one basis, Scania will participate in commercial vehicle fairs in Turkey for 2008 on both a regional and national level, and will also meet customers by staging vehicle introduction organizations around the country.
PAGE – 11 ============
Tolga SenyücelScania, Krone, Meiller Brand General Manager“Krone has continued its rapid yet steady growth in Turkey in 2007 and is theleader of the import trailer market and the 3rd of the total market with 811 units of sales for the year. Krone has rapidly carried on its climbing and became the 7th country among the countries to which Krone exports its products.”2007 has been an important year for the relationship betweenDo¤ufl Otomotiv and Bernard Krone Holding and a joint venture agreement was made that year.86Do¤ufl Otomotiv Annual Report 2007 As a result of our customers’ confidence, Krone -Europe’s best brand in terms of quality- has reached very high sales units and is positioned to be the market leader with the professional business approach of Do¤ufl Otomotiv and the success in sales, Bernard Krone Holding decided to make a joint venture agreement with us regarding the production of Krone trailers in Turkey. We are proud of this big decision taken.Bernard Krone Holding GmbH & Co.KG, established in 1906 by Bernard Krone in Spelle, Germany, began production of commercial trailers in 1971. Its production facilities in Germany and Denmark are considered to be the most modern and efficient trailer production facilities in Europe. Krone produces semi trailers, modular systems and trailers.Bernard Krone Holding achieved to gain 1.2 billion Euro of turnover in 2006/2007 fiscal year; 63.4% of these sales are from export sales. In 2007 Krone sold 30,585 units of trailer and increased itssales 33.9% compared to 2006.Rapid developmentKrone signed a distributorship agreement with Do¤ufl Otomotiv in the last quarter of 2003 and subsequently initiated sales and after-sales activities in Turkey.The company achieved a rapid growth in sales volumes thanks to its customer focused, specialized logistics solutions offering an extensive after-sales service network.Joint Venture2007 was an important year for the relationship between Do¤ufl Otomotiv and Bernard Krone Holding.Krone opted to make a joint ventureagreement with Do¤ufl Otomotiv in Turkey in 2006 basing its decision on Do¤ufl Otomotiv’s experience within the Turkish heavy commercial vehicle market, strong performance and the excellent overall performance of the company. The feasibility studies, first conducted in 2006 in accordance with this decision, were completed and a joint venture agreement was signed on October 31, 2007.
634 KB – 59 Pages