{"id":1457,"date":"2018-09-03T11:17:00","date_gmt":"2018-09-03T08:17:00","guid":{"rendered":"http:\/\/bricsmagazine.com\/en\/?p=1457"},"modified":"2025-04-29T19:45:00","modified_gmt":"2025-04-29T16:45:00","slug":"nothing-to-it-but-strategy","status":"publish","type":"post","link":"https:\/\/bricsmagazine.com\/en\/business\/industry\/nothing-to-it-but-strategy\/","title":{"rendered":"Nothing to It but Strategy"},"content":{"rendered":"\n

A total fleet of 75,000 vehicles in Russia, 5,160 produced chassis, 45 percent sales growth, and second place at the international Isuzu World Technical Grand Prix 2017 auto mechanics competition in Japan is just a short list of last year\u2019s achievements by the Russian subsidiary of Isuzu Motors Ltd, ISUZU RUS.<\/p>\n\n\n\n

Today, the company is a leader in the segment of trucks with a total weight of 5.5 to 9.5 tons, and has foreign roots. Due to growth in demand, the company manages to increase its market share from year to year, regardless of the availability or absence of one-off projects requiring a one-time large replenishment of the fleet. Until recently, only domestic auto giants actively involved in government production development programs could boast such enviable consistency.<\/p>\n\n\n\n

What has allowed a company with foreign capital to achieve such stability?<\/p>\n\n\n\n

First of all, it was its own plant in Ulyanovsk. The year 2006 started with the assembly of a single ISUZU NQR model from ready-made vehicle sets, but at present, the company produces three model series of various classes for a full manufacturing cycle. The flexibility of the assembly conveyor, should there be a specific order, allows the company to quickly focus on the production of a specific model, making it possible not to miss big contracts due to the lack of the necessary chassis of the required modification.<\/p>\n\n\n\n

Due to the high degree of manufacturing localization (transmission, air suspension, wheel disks, etc.), the enterprise has the status of a Russian manufacturer, which allows the products of JSC ISUZU RUS to participate in government tenders.<\/p>\n\n\n\n

Today, the assembly line employs 255 people. Whether this is a lot or not depends on the point of view. In any case, since the government of the Ulyanovsk region considers cooperation with ISUZU RUS promising and supports the development of the enterprise in every way, it surely means that the company is relevant for the region.<\/p>\n\n\n\n

Secondly, it has a wide range of models. Now, the product line consists of three ELF models (N series, 1,125-6,500 kg load-carrying capacity), FORWARD (F-series, 7,865-12,160 kg load-carrying capacity), and GIGA (C & E-series, 23,335-24,010 kg load capacity) while offering variable wheelbase and modular components. In total, the current ISUZU RUS product line is represented on the market by more than 30 models and 50 modifications. This range covers all the segments that are most in demand on the market, giving the owner the opportunity to create a single branded car fleet capable of carrying out various tasks of both intraurban and intercity transportation. To reduce the cost of products, the factory in Ulyanovsk assembles only the chassis, without body superstructures. In addition to saving on production, this allows the transport operators to choose the body builder themselves, depending on the specific requirements. However, in order to maintain the image of the brand, JSC ISUZU RUS selected the best 43 from a variety of domestic body builders, whose quality of products most closely meets the standards of the ISUZU brand. This approach not only offers a way to create the maximum possible model range \u2013 from popular vans and cisterns to specialized dust suppression machines and airfield elevators \u2013 but at the same time, it ensures the reliability of the finished vehicles as a whole and guarantees the quality of the final product. In addition, the specialists at ISUZU RUS try to react promptly to the wishes of the customers, making changes in the design that take into account the needs for features that become apparent through its Russian operations. Thus, the modifications of the ISUZU NPS75 and ISUZU NMS85 with the 4×4 wheel formula and a part-time four-wheel drive were launched, deliveries of the ISUZU NPR82 with the engine running on methane have started, and the joint project (with our partners) for the production of the SIMAZ bus on the NQR90LK chassis has been implemented.<\/p>\n\n\n\n

In the first seven months of 2018, sales of ISUZU trucks to end customers amounted to 1,930 vehicles. In addition, thanks to the favorable pricing policy and high quality of the assembly, the low-capacity Russian-made ISUZU ELF chassis are in demand in Customs Union countries. For instance, this year, ISUZU delivered 47 units to Belarus and 80 units to Kazakhstan. Given the high competition in this segment of the local markets, this is a good result.<\/p>\n\n\n\n

Thirdly, bearing in mind that selling the product without providing service support for it is the shortest way to undermining brand image, ISUZU RUS has created an extensive network of 55 dealership centers engaged in both sales and maintenance. Their geography is very widespread and includes such remote regions as Vladivostok, Irkutsk, Khabarovsk, and even Kaliningrad. Moreover, key cities with a high number of ISUZU trucks may have several dealership centers; in the Moscow region there are nine, while St. Petersburg has six dealership centers. This approach has made it possible to attract large corporate clients, whose routes are not limited to a specific region, but cross the entire country (X5 Retail Group, Krasnoye&Beloye, etc.). A tight schedule often does not permit companies to divert their vehicles from their route for their scheduled maintenance. In ISUZU\u2019s case, though, it is possible to undergo tech inspections at any station along the route, and to eliminate a minor problem, if need be, without wasting time.<\/p>\n\n\n\n

Taking into account the peculiarities of domestic operation and the wishes of its customers, ISUZU RUS is planning to introduce an alternative line of spare parts to the market, which will be high-quality but at a lower price. This will help keep customers with the company during the post-guarantee period, offering inexpensive but professional service with a guaranteed quality of work.<\/p>\n\n\n\n

There are plans in place to produce about 4,000 units of equipment, including 400 C & E-series heavy trucks before the end of 2018 (despite the fact that January saw the transition to the Euro 5 emissions standards). Bearing in mind all the above, the figures even look slightly understated, don\u2019t you think? <\/p>\n\n\n\n

\n\n\n\n

2006 <\/strong>\u2013 The creation of the first Russian-Japanese joint venture for the production of commercial vehicles, CJSC SOLLERS-ISUZU<\/p>\n\n\n\n

2014 <\/strong>\u2013 Manufacturing of full-cycle of commercial vehicles of various carrying capacity starts<\/p>\n\n\n\n

2015 <\/strong>\u2013 The transformation of the joint venture into JSC ISUSU RUS, the Russian subsidiary of the Japanese company, Isuzu Motors Ltd<\/p>\n\n\n\n

2016 <\/strong>\u2013 JSC ISUZU RUS becomes an anchor resident of the UAZ industrial park in Ulyanovsk.<\/p>\n\n\n\n

2018 <\/strong>\u2013 Joint venture Isuzu Sollers LLC concludes a special contract with the Ministry of Industry and Trade of the Russian Federation and the Ulyanovsk Region for the implementation of the technology partnership project in Russia.<\/p>\n\n\n\n

\n\n\n\n
\"\"<\/figure>\n\n\n\n

Continuous development is a necessity in order to work successfully in any market. In Russia, this factor is especially relevant due to tough competition with both imported vehicles and the products of the Russian automotive industry. ISUZU RUS has developed a number of effective programs that it works on to this day. In 2018, the company fully transitioned to the Euro 5 emissions standards for all its manufactured vehicles, the new N-series models so relevant for our customers went into production, the number of partners using the ISUZU chassis for their superstructures has expanded, and a joint project for the production of buses was launched.<\/p>\n\n\n\n

Until 2016, the ISUZU lineup in Russia was represented exclusively by trucks. However, the production line of the Japanese company is actively developing four-wheel-drives and pickups \u2013 a technology that is particularly relevant for Russia. It would have been illogical to waste this potential, and at the end of 2016, the company launched the ISUZU D-Max pickup. Considering the specificity of this segment and the fact that this model was a dark horse for Russian buyers, the start of sales was very successful. For 2017, we were able to win over 1.3% of the market, and for the first six months of 2018, we firmly established ourselves in the middle of the list of key players. Thanks to the active interest in our pickup from corporate clients, we plan to sell up to 300 pickups by the end of the year. Under this project, we have certified 22 dealerships throughout the country, which guarantees quality service in any region.<\/p>\n\n\n\n

ISUZU RUS offers a five-year warranty for D-Max pickups (or on 120,000 km, whichever comes first), which already speaks volumes about the high quality of our products. By the end of 2018, the number of dealers with ISUZU D-Max pickups on offer will increase to 30.<\/p>\n\n\n\n

\u0422he company also tries to pay attention not only to the quality of its cars, but also to their maintenance. The number of dealerships grows annually, the mobile service teams are developing successfully, there are technical support programs for ISUZU equipment, and the warranty period keeps expanding.<\/p>\n\n\n\n

The company\u2019s business is booming, and more and more customers prefer the reliability and quality of ISUZU vehicles, which means that the chosen strategy is right on the money.<\/p>\n","protected":false},"excerpt":{"rendered":"

The history of Isuzu in Russia is more than 10 years old, but last year was especially successful for the company, thanks to its own assembly, the introduction of new models to the market, and its improved level of service. <\/p>\n","protected":false},"author":2,"featured_media":1458,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21],"tags":[887],"country":[179],"authors":[837],"class_list":["post-1457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","tag-887","country-russia","authors-gorlier-fabrice"],"acf":[],"yoast_head":"\nNothing to It but Strategy - BRICS Business Magazine - EN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bricsmagazine.com\/en\/business\/industry\/nothing-to-it-but-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nothing to It but Strategy - 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