UD Trucks Celebrates 90 Years of Innovation and Impact
In 2025, UD Trucks Corporation proudly celebrates its 90th anniversary—a remarkable milestone in a journey that began in 1935. For nearly a century, UD Trucks has been at the forefront of commercial vehicle innovation, driven by a mission to create trucks that meet the evolving needs of the world. With a legacy built on resilience, performance, and a commitment to a better tomorrow, UD Trucks continues to challenge the status quo and push the boundaries of what’s possible in the transport industry.
A Global Celebration of Progress
To commemorate this historic occasion, UD Trucks has launched a series of celebratory initiatives both in Japan and across its 60 international markets. In Japan, a limited-edition Quon will be released, accompanied by 27 special campaign vehicles displayed nationwide. Globally, the company has rolled out the “Master of the Truck” digital campaign, energising the celebration with vibrant storytelling and community engagement.
At the heart of the festivities is the “Keep on Challenging” campaign—a global digital initiative that showcases UD Trucks’ relentless pursuit of innovation. Running throughout the year, this campaign features thrilling video content from key markets, highlighting the exceptional performance, durability, and driver-centric design of UD vehicles. The first video, launched in Japan, offers a behind-the-scenes look at the company’s dedication to engineering excellence and the pursuit of mastery in the automotive world.
UD Trucks Southern Africa: A Legacy of Leadership
Closer to home, UD Trucks Southern Africa (UDTSA) is also celebrating this global milestone. Established in 1962, UDTSA has grown into a leading force in the South African commercial vehicle market, with its trucks proudly assembled at the Rosslyn plant in Pretoria.
In 2024, UDTSA reported a 10.2% increase in new vehicle sales, with the industry moving 32,912 units compared to 30,807 in 2023. The company also surpassed the 50% mark in Service Agreements and maintained its position as the market leader in Euro 5 vehicle sales—underscoring its commitment to sustainable transport solutions and its “Better Life” vision.
Filip van den Heede, Managing Director of UDTSA, reflected on the year’s achievements
“Despite unpredictable operating conditions, I am proud of our performance and the unwavering support we provided to our customers. Our robust dealer network, OEM support, fit-for-purpose products, and enhanced uptime solutions ensure our customers’ profitability and productivity.”
Customer-Centric Innovation and Uptime Excellence
UDTSA’s customer-first philosophy is echoed by Rory Schultz, Sales Director, who emphasised the brand’s dedication to being the ultimate business partner:
“We continuously align our product range with our customers’ evolving needs. Globally, UD Trucks is also advancing in the New Energy Vehicle (NEV) space through strategic partnerships.”
Sanjay Naipal, Aftermarket Director, highlighted the importance of uptime solutions:
“We understand that unexpected breakdowns are a major concern for fleet owners. Our preventative maintenance solutions significantly reduce downtime and streamline workshop visits, offering our customers peace of mind.”
Award-Winning Performance and Social Impact
UDTSA’s efforts have not gone unnoticed. In 2024, the company was recognised by naamsa – The Automotive Business Council – as one of the best-performing brands across the automotive value chain. At the prestigious 2024 Accelerator Awards, UDTSA received three accolades:
- Job Creator – MHCV Employment Award
- Youth Empowering MHCV Award
- Women Empowering MHCV Award
These awards reflect UDTSA’s commitment to transformation, empowerment, and making a meaningful impact on society through job creation, youth development, and gender inclusivity.
Additionally, UDTSA earned a Gold Award in the commercial vehicle sector at the National Automobile Dealers’ Association (NADA) DSI Awards—further cementing its reputation for excellence and the trust it has built with its dealer network.
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Looking Ahead
As UD Trucks celebrates 90 years of innovation, the company remains focused on the future—continuing to evolve, challenge conventions, and deliver solutions that drive progress. With a legacy of excellence and a vision for a sustainable tomorrow, UD Trucks is not just celebrating the past—it’s accelerating into the future.