With strong competition, particularly from other Chinese automotive brands in South Africa, taking the helm of a Chinese auto brand locally could seem daunting. While he acknowledges the challenging and competitive nature of the industry, Gerhard Moolman, the new CEO of LDV South Africa (Leyland Daf Vans), remains confident in the opportunities for growth. This optimism is underpinned by the brand’s 130‑year global legacy and its strong presence in the ever-expanding commercial vehicle market.
“LDV is a brand with a great heritage, having started in the United Kingdom in 1896. It deserves its place in the South African market, and with the right focus and leadership, it can become one of the greatest success stories in the South African Motor Industry,” says Moolman, who assumed his role on 1 March.
With more than 24 years’ experience in the automotive industry, primarily in the luxury segment, Moolman began his career in sales before discovering his expertise in managing people and leading large dealerships. “My ability to differentiate between personalities and how people need to be led differently have proven to be very successful,” he says.
Moolman says his priorities during his first three months as CEO will include strengthening the relationship between LDV South Africa and the current dealer network. “While our upcoming product launches and innovations are exciting, our immediate focus is on building trust and strong relationships with our dealers”.
LDV currently has 17 dealers within South Africa, and is growing, with more opening before the end of this month. “It is important for LDV South Africa to ensure the growth and expansion of our dealer network, while also making certain that our dealers remain profitable by avoiding over-saturation. We are committed to sustainable growth,” Moolman says.
Moolman believes one of his greatest strengths is his ability to understand what motivates people to perform at their best – an attribute he brings to his new role at LDV South Africa. “Leading one of the dealerships to achieve Sales Dealer of the Year for nine consecutive years, and Dealer of the Year for three years running in previous roles, was incredibly rewarding.
I’ve also gained valuable insight by helping transform dealerships from loss-making operations into profitable businesses through implementing targeted changes in the right areas,” he says.
While LDV is fairly new to the South African market, having launched in May 2024, the brand itself comes with a proven track record in Asia and Australia. The wide variety of vehicles in the expanding commercial sector, in addition to the brand’s comprehensive warranties that are standard on most models, will prove to be LDV’s most competitive advantage.
Going forward, LDV remains committed to building long-term solutions and strong relationships with both customers and its dealer network. The future for this brand in South Africa is already looking favourable, with its wide variety of vehicles ranging from single-cab workhorses to luxurious double-cab bakkies and family SUVs. This includes the recently launched LDV D90, which is poised to compete with long-standing 7-seater SUVs.
Currently the range for business and commercial use also includes the LDV T60, a versatile double‑cab bakkie offered in trims from Elite to Max Luxe; the larger, premium Terron 9, for both on‑ and off‑road driving and Deliver 9 – a practical commercial panel van built for load-carrying and fleet use.
This range is designed to meet the diverse needs of the South African market, offering vehicles suited to anyone from farmers and construction professionals to business executives and families.
Looking ahead, LDV is set to expand its product range while placing a strong emphasis on aftersales, elevating customer satisfaction to a new level. Strengthening brand trust will be the key to success as LDV continues to grow within the dynamic South African market.
LDV’s parts availability is currently stronger than ever, supported by its Parts Distribution Hub and Technical Training Centre which is opening soon in Gauteng. The company maintains service parts for every vehicle sold, with additional stock arriving this month. “After sales support remains a top priority to ensure continued trust in the brand,” Moolman says.
Looking ahead, LDV is well positioned for the year, with stronger engines, an expanded product range, improved parts availability and an enhanced understanding of the range of customer needs in South Africa.
With new agency partners on board, LDV is now embarking on an extensive marketing drive.
“We are serious about the future of LDV, especially in the commercial space, so stay tuned for exciting things to come,” Moolman says.