THE DEFINITIVE TRUCKING SITE

May 2008

To most people, the worlds of equipment sales versus equipment rentals are at opposite ends of the product acquisition spectrum and are natural competitors for the consumer’s buck. In the road freight business, truck rental companies have established a distinct niche for themselves, quite separate from the established new and used truck dealerships around the country. But in what may well be a one-of-a-kind situation, a new truck dealer has forged a successful business relationship with a truck rental company, sharing both premises and clients, writes Paul Collings. 
 

Eileen Caramanus The relationship with Imperial Toyota Trucks is a sweet combination of great prices, hands-on servicing and support of her fleet.

When Eileen Caramanus, managing director of Imperial Truck Rental, started working for the late, great Bill Lynch, founder of Imperial Group, in 1979, she was told she could go out and choose herself a company car. “Mr. Lynch said to me, ‘you can have any car you want, as long as it’s a Corolla’,” says Caramanus with a smile.

This solid faith in the Toyota brand extends to the truck department of Imperial’s operations. “Our truck rental fleet comprises a range of vehicles from one to eighttonners,” says Caramanus. “Ninety five percent of these are Toyota.” 

Shifting the paradigm 

Driven by a fierce entrepreneurial spirit, Caramanus is constantly breaking new ground in the truck rental industry and fifteen years ago, she forged a business relationship with Pino Montalto, director of four Imperial Toyota Trucks dealerships. “When Eileen approached me way back in the early nineties with the idea of situating an Imperial Truck Rental operation alongside my new truck dealership in Pretoria North, I immediately saw the potential for a mutually beneficial partnership,” says Montalto. “Our relationship is unique. How many other dealerships have a new truck sales office and a truck rental shop on the same premises?” 

The symbiosis is all about offering comprehensive and reliable customer service, explains Caramanus. “Pino is able to offer his clients a rental truck when their vehicle is in for a service, while the truck rental operation not only buys its vehicles from the dealership, it also draws prospective customers to the new truck showroom. It’s a cross-pollination process that works.” 

Straight shooting 

But, it works for very specific reasons, it transpires. “Firstly, we share a belief that we have the best product. Toyota is the best-value truck in our opinion. 

The Dyna is a best-seller and Hino has shown a remarkable growth in sales over recent years,” adds Montalto. “And then there’s the ‘samewerking’ and great communication that exists between us.” 

“Success in this industry is all about building strong relationships,” Caramanus says. “I am able to negotiate without reservations because of my close bond with both OEM and dealer. This allows problems to be resolved efficiently, which translates ultimately into minimal downtime for our customers.” 

With over 100 Imperial Truck Rental vehicles available at the Pretoria North dealership and a few dozen more at Montalto’s Cape Town dealership, it’s an account worth pampering. “I will always give Imperial Truck Rental the best possible price. Eileen knows she doesn’t have to haggle with me. The price I give her will always be the best available,” he says. 

At the end of the day, both Caramanus and Montalto are strong ‘people’s people’ and their open way of doing business with each other extends to their respective customers. “There are so many examples of bad management in general business out there today that simply by respecting customers and satisfying their needs professionally, you immediately set your business apart, give it the edge,” says Montalto. “Having the best of both worlds onsite, allows me to ensure minimum downtime for my customers.” 

For Caramanus, the relationship with Imperial Toyota Trucks is a sweet combination of great prices and handson servicing and support of her fleet. “While price does play a role in equipping a fleet with the necessary vehicles, the strength of the relationship will always outweigh the deal,” concludes Caramanus.