Soso opts for ro-ro as brand strength accelerates

Chinese automobile manufacturer, Foton, has one goal – to become the leading brand in the world’s auto market. Brett Soso’s job is to make that goal a reality – in South Africa at least. Managing director of Amalgamated Automobile Distributors (AAD), the exclusive distributors of Foton vehicles which weigh less than 3.5 tons, Soso is big on going Chinese. “We became the importers and distributors of Foton vehicles in 2007 and it has been a phenomenal few years as we have seen the market grow – and we expect more of the same in the future.” Having brought the first vehicles into the country in July 2007, it has also been a learning experience for Soso, who has been in the motoring business for more than 17 years. “We have learnt some valuable lessons along the way of which the most important probably is that communication only happens when there is a shared message – and that it is crucially important that you and your Chinese clients are on the same page. Due to the massive language barrier one has to make double sure that they understand exactly what it is you want.” Another important lesson was understanding the movement of ships, vehicles and containers. “Initially we brought the vehicles into South Africa in containers, but due to the damages we incurred we later moved to ro-ro vessels.” Today the company brings in its products by ro-ro from the Chinese ports of Tianjin and Xinsha to the Port of Durban. “Our main logistics centre is in Durban as it just makes sense to have it close to the port. From Durban we truck the vehicles to the various distributors in and around southern Africa.” Foton, China’s top commercial vehicle manufacturer, has its headquarters in the Changping district of Beijing. “I travel regularly to China to meet with our clients and our partners. This is possibly one of the most important tasks of an importer from the Far East,” says Soso. “The Chinese have a very clear process of doing business and they rate personal relationships very high. It is therefore necessary to meet with them one-on-one and engage on a personal level.” For Soso it is just as important that his Chinese partners regularly visit South Africa so that they can stay in touch with the business this side and can see what the real needs are in contrast to what they may think the needs are. “It all comes down to having a relationship that is built on trust. This is extremely important in China as it is a country that values culture highly. We therefore regularly meet either in China or in South Africa to build our relationships and make them stronger.” Having a strong partner on the ground in China makes all the difference between success and failure, he says. It also goes a long way in helping to overcome the language barrier. “Of course it is improving as more and more Chinese are becoming fluent in English, but an interpreter is often a good idea to make sure everyone understands.” As China’s interest in South Africa (and Africa) has grown in recent years, it has also dramatically challenged traditional trade. Through its resource-backed development loans, which are being granted by the country’s Export-Import Bank, China has come to offer resource-rich African countries a renewed opportunity to develop infrastructure and economic standing at a mutually beneficial price. With the majority of African countries members of the Forum on China-Africa Co-operation (FOCAC), which provides a multilateral platform for dialogue, China-Africa trade has no reason to slow down.