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Avia Ashok Leyland Motors introduced its new D Series light truck range

Focused primarily on the volume 7.5 tonne sector, the company rapidly established an extensive sales and service network and has achieved a parc of some 200 vehicles to date. Indeed, Avia’s D Series has been trialled and operated with success by a number of major light/medium truck fleets including Royal Mail, whilst initiatives such as a 3-year unlimited mileage warranty and 8-year cab anti-corrosion warranty set a market precedent.

The world economic recession has hit European truck markets and manufacturers hard, however – and Avia is no exception. Accordingly, the company have taken the decision to close Avia Trucks UK Limited from the end of November 2010.

But Avia is not withdrawing from the UK.
As one of the largest light/medium markets in Europe, the UK remains an important target for Avia. But like all the companies within the Ashok Leyland Group, Avia is reviewing its commercial strategy. As the industry exits the deepest recession it has ever experienced, Avia wish to consider, evaluate and reassess its commercial approach in key markets with a view to strengthening volumes and market presence in the medium/longer term.

For the UK, that review is already well under way. Completion is anticipated by early 2011 and will result in a clearer approach with a more focused, targeted and market-specific strategy across all variables – product, network, finance and customer support – as the UK truck market returns to health.

‘Light/medium truck markets are recovering positively across Western Europe,’ says Marcus Pauels, Chief Operating Officer of Avia Ashok Leyland. ‘The UK remains one of the largest truck markets in Europe, and that makes it important to the longer term success of our brand. With that in mind, we are re-evaluating our commercial approach, so we can be well-placed to take advantage of an upswing in the market as it happens.’

‘In the meantime, we remain committed to the mutual best interests of the brand, our dealers and customers – and they can be assured of our ongoing full support at the highest possible levels.’

Avia – now Avia Ashok Leyland Motors (AALM) – has been operating in the UK since 2001, when the company introduced its new D Series range to world markets. Focused on reducing operating costs, the D Series has a cab designed in Great Britain by the IDEA design studio, and at the heart of the model is the Cummins ISB engine. Features such as a 3-year, unlimited mileage full vehicle warranty and an 8-year cab anti-corrosion warranty highlight the quality of the product.

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