Local truck, bakkie markets highly competitive

The local truck and bakkie accessory markets are highly competitive, with consumers “not spoiled for choice of brands”, says KwaZulu-Natal-based stainless steel vehicle accessories manufacturer Maxe Premium Automotive Accessories, which lost two days of production because of flooding in April.

The torrential rain in the province impacted on just about every business, with Maxe’s staff working overtime to make up for lost production time on “crucial key value products and the many new products we are launching”, says Maxe national sales and marketing manager Andre Lawrence.

“We have upgraded the water drainage infrastructure at our facility to ensure that we don’t have a wet factory floor ever again, should a disaster of this level happen in future. We have also installed and are commissioning water storage facilities on the factory premises for future use.”

While there was no damage to the company’s equipment on the factory floor, Lawrence notes that some materials were damaged and were removed from production for recycling.

Maxe, part of the diversified group KAP Industrial Holdings’ automotive components division, moved into a larger manufacturing facility in Westmead, Pinetown, two years ago, at which time it automated and fine-tuned of its processes, he says, emphasising that the company’s new factory has enough spare capacity to accommodate double-digit growth over the next five or more years.

The company is – similar to all local manufacturers – affected by the country’s electricity generation fleet. To combat the challenges of South Africa’s unreliable power supply, the company is finalising the capacity needs for a generator or other alternative energy sources required during the power outages that it has endured over the past years, explains Lawrence.

Celebrating its twenty-fifth year in business, Maxe has been operating for longer than any of its local competitors, he says, adding that Maxe is a regular OEM Awards winner and holds key certifications, such as ISO 9001, which sets out the criteria for a quality management system.

“In this competitive market, the quality of our product offering, which is achieved through Maxe’s extensive focus on the research and development, differentiates us. Maxe has ceased using mild steel as it does not have corrosion resistance, nor does it stand up well enough to daily chinks and chips.”

For example, the company’s bars are made from specialised automotive grade stainless steel to ensure a robust, corrosion resistant product, and undergo extensive tests, such as excessive road vibration testing to confirm the effectiveness of the brackets used to secure its accessories, and salt spray testing to safeguard against potential rust issues.

“A consumer sent us photos of a Maxe bar that was fitted to a vehicle more than 17 years ago and that is still in pristine condition – still as shiny as the day the person bought it,” enthuses Lawrence.

Over the years, the company has expanded its bakkie, sports utility vehicle (SUV), cross over and truck accessories offering to include nudge bars, sports bars, sidesteps and rear steps, and tonneau covers, supplying to original-equipment manufacturers (OEMs) such as Ford, Toyota, Nissan, Isuzu, Volkswagen, Hyundai, Kia, Renault.

It also has an aftermarket range, whose designs are completely unique to the Maxe Lifestyle Accessories that is available from Maxe-approved fitment centres across the country, says Lawrence.

Maxe launched its first nudge bar for Toyota light commercial vehicles for the local market when it opened its doors in 1997. Currently, its polished stainless steel and stainless-steel powder-coated nudge bars, followed by its sports bar, are most in demand by the bakkie and medium and large SUV sectors.

“Some consumers see nudge bars as a critical safety item, with many manufacturers requiring Maxe’s bars to be airbag, lane assist and park distance control compatible. In terms of our sports bars, some people believe that this accessory makes their vehicles look more aggressive and, in some instances, it rounds off the cab of the bakkie.

“Maxe is a responsive company when it comes to requests from OEMs and fitment centres. We have adjusted our products to OEM requirements but also to those of the consumer. We are continually researching our markets needs and have and are developing exciting new products to satisfy the consumer’s more everyday use needs.

“Our truck bull bars are by far the most popular truck accessory we produce because of the protection it affords these vehicles, which are often exposed to harsh operating conditions. Truck headlights aren’t cheap, so it is a priority to protect the front of the truck using a bull bar,” emphasises Lawrence.

The company is also supplying screen guards, anti-syphon devices, tank protectors, seat covers, carpeting and spotlights to major truck brands, such as MAN, Volvo, Isuzu, Hino and Scania, and is working on developing accessories for brands it does not currently supply.

Maxe exports its accessories to a select few countries in Africa but has plans to export beyond the continent’s borders by mid-2022, reveals Lawrence.

Having recently joined the company, Lawrence says he “could not have joined Maxe at a better time. The company is working hard to increase its speed to market, consumer direction and to build the Maxe brand beyond its current borders of sale.”