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Gaining market share in a heavily-traded industry is never an easy task, especially when that industry's top positions are held by world-renowned brands supported by efficient multinational and local finance, infrastructure and expertise. Acquiring a 'slice of the pie' demands keen strategic planning and meticulous execution of the plan's elements. Teams that seek to place their brands 'on the map' need a mix of qualities to ensure success; words like passion, perseverance and patience spring to mind. In South Africa's commercial truck market, Mitsubishi Fuso is a growing brand with a team behind it that possesses the qualities to take on the big guns. The launch of its new Canter range represents another chapter in its rise to prominence, reports Paul Collings.

espite selling its Canter medium commercial vehicles in South Africa since the mid 1970s, Mitsubishi Fuso is a relatively new brand to our local trucking market. In fact, Mitsubishi Fuso Truck & Bus Corporation (MFTBC) only gained a 'stand-alone' identity from Mitsubishi Motors Corporation in 2003. With the support of DaimlerChrysler AG, which owns 85% of MFTBC shares, the 'Three-Diamond' brand is beginning to establish its territory as a comprehensive commercial truck manufacturer, with products ranging from 5 ton GVM to over 20 ton GVM. 

Bit by bit
The arrival locally of the Fuso 'heavies' earlier this year, coupled with the launch of the 'New Generation' Canter range enables MFTBC "to offer a complete mobility solution for the short, medium and long haul markets," says Johan Cloete, Divisional Manager, Freightliner/Mitsubishi Fuso division of DCSA.

"Since 1978, 27 000 Canters have been sold in South Africa," explains Cloete, "with around 12 000 still active in the market. The Canter brand as such does have an established footprint here. Since the Daimler Chrysler AG acquisition of MFTBC in 2002, the challenge has been to build on this foundation to effectively introduce the local market to the MFTBC of the 21st century. The process has been a bit like eating an elephant, bit by bit, to build the whole picture, including parts, service and an expansive dealer network." 

Satisfying the wish list
"The new Canter is not a facelift," says Cloete. "We looked at the wish lists of drivers and owners and came up with design improvements to satisfy their needs. The Canter has always been an economical, value for money truck. The New Generation Canter offers the same fuel efficiency with improved comfort, performance and safety features."
The new Canter range comes in one engine size with three configurations. The 4x2 range includes the FE5-106, FE6-106, FE7-115 and FE7-136. There is also a 4x4 model, the FG6-106. 


"This exciting model will appeal to the agricultural industry, rural communities and mining and construction sectors. That is, any terrain which is challenging to cover. We are currently in the process of developing a fire-engine for operations in the rural areas and many forests of southern Africa, where the terrain is extremely harsh" says Cloete. 
 

A 4x4 derivative should grab the attention of several off-road transporters

The full New Generation Canter range More place to stash stuff – a dual cup holder and additional compartments help keep the cab neat.
Halogen tipper –  improved tare and safety features plus sleeker looks make the new Canter a hot tip for short and medium haul.	The ‘in-dash’ gear lever saves kneecaps and makes the ‘mobile office’ that much more comfortable.

Improved ergonomics
According to Yuji Takahata, General Manager, Life Cycle Management, MFTBC, "The new Canter has been created to make working life more enjoyable and designed to maximise levels of driver comfort. Overall cab dimensions have been increased. Door apertures have been widened, a larger windscreen has been fitted and mirror arms are more robust, stylish and functional. These newly designed features equate to more leg and headroom, improved cross-cab access and a fresh clean appearance. With a forward tilting cab on all models, engine access for service requirements is both quick and simple. Enhanced levels of aerodynamics aid both fuel efficiency and cab exterior cleanliness."

In-cab comfort is enhanced by a dash-mounted five-speed (synchromesh) gear shift: "Featuring a short-throw shift mechanism and a precise selector gate this new gear change makes working life more productive. With the relocation of the gearshift, cross cab access for both driver and passengers has also been improved," adds Takahata. "A fully adjustable driver's seat and a new 'clear read' instrument cluster, along with repositioned stalks and switches, increased levels of insulation lowering interior noise and extra stowage facilities, all contribute to a superior driving experience that can only enhance productivity levels." 

Boosting safety
The new Canter range was subjected to an extensive crash research programme, says Takahata: "The entire range was subjected to detailed behaviour investigation and with the new Mitsubishi Fuso Canter RISE (Realized Impact Safety Evolution) Impact system, all crash protection aspects have been addressed. The chassis has been reinforced, the cab floor has been strengthened, the steering column is now collapsible and the doors now feature a parallel cross door frame protection bar. In addition to the structural impact technology, the new dashboard features an impact absorbing frame and is manufactured from shatter resistant materials."

Alongside ABS (Anti-Lock Braking), an additional safety feature designed to reduce expensive accident repair costs and promote 'vehicle value for money', adds Takahata, "has all main components, diesel tanks, batteries and air filters etc. located in protected areas behind the front axle. Mounted directly to the main chassis rails, these vulnerable components are hidden away from front three quarter damage."

Better business end
The three engine configurations in the Canter offering are designed to meet the needs of differing transport applications, says Cloete. "The 5.5, 6.5 and 7.5 tonne models are fitted with the proven 4D34 diesel engine. With a capacity of 3907 cc, these configurations produce from 78 kW/251 Nm to 100 kW/370 Nm in the turbo intercooled version, providing excellent low speed flexibility, brisk acceleration and outstanding fuel efficiency."

The new powertrain provides excellent load moving capabilities in inner-city environments and good journey times on motorways and dual carriageways, adds Cloete. "Fuel trials, conducted by our DCSA test engineers on arduous test routes in and around the Eastern Cape, have proved these engines to be extremely economical and reliable. The range offers class leading body and payload allowances and uses the latest technology in chassis design. The hot rolled 6mm sections, featuring riveted construction, provide a very tough, flexible yet lightweight chassis frame. The clear top rails of the chassis, simplifies body mounting, with the resultant reduction of costs. This chassis is suitable for a wide range of body applications, limited only by the imagination of the operator."

Support value
Being part of the Daimler Chrysler/Freightliner family has been integral to establishing a dealer network around southern Africa to support the new Mitsubishi Fuso models. "We have one of the most comprehensive and best-equipped commercial vehicle dealer networks in Southern Africa, where customers can expect the highest standards of after sales, parts and back-up support. What's more, the 'New Generation' Mitsubishi Fuso Canter now comes standard with a comprehensive 12 months unlimited kms vehicle warranty and a 24 months/200 000 km warranty on the drivetrain," concludes Cloete.

With the world's leading truck company backing it up and coming in at an extremely competitive R169 000 for the FE5-106 entry derivative, this New Generation Canter workhorse could quite easily crack a gallop. 
 

Left to right: Johan Cloete (Divisional Manager: Freightliner/ Mitsubishi Fuso), Kenji Masuda (Southern Africa, Middle East, Africa & Latin America Dept. International Sales & Service Office Mitsubishi Fuso Truck & Bus Corporation), Kiyoshi Fukushima (General Manager of Middle East, Africa & Latin America Department International Sales & Service Office Mitsubishi Fuso’sTruck & Bos Corporation), Yuji Takahata (General Manager of Life Cycle Management of Truck & Bus Mitsubishi Fuso Truck & Bus Corporation) Easy accesss – a lower, wider step and greater door aperture takes the sweat and strain out of entering and exiting the cab.