Isuzu: business confidence defies COVID-19

Times are tough, but many road transport operators are facing the future with optimism. That's one of the key findings of a report recently commissioned by Isuzu Australia Limited, which reveals some insight into how the road freight business has been impacted by the COVID-19 pandemic, and how these businesses regard the road ahead.

Isuzu employed independent market research firm FiftyFive5 to conduct the market tracking survey, which focused on both metropolitan and regional firms that were interested in purchasing a new truck in the next 12 months. Respondents were sourced across multiple vocations, from logistics and construction through to retail and hospitality.

Of course, it's no surprise to learn that the effects of the pandemic have permeated all manner of businesses. Some 93 per cent of respondents said they'd been impacted by COVID-19 and its associated health measures, while 39 per cent described the disruption as 'major'.

However, the report also details some cause for hope, with 41 per cent of respondents confident their business will survive and thrive post-pandemic. And, interestingly, 62 per cent said they intend to remain loyal to just the one brand when it came to equipping their fleet.

According to John Walker, IAL Head of Marketing and Customer Experience, the findings have arrived at a critical time, given the industry's unprecedented turmoil.

"Collating these findings has been an interesting and insightful exercise, given the current climate," he said.

"One of the recurring themes we've seen come out of this report, is the desire for many to stick to proven, tested products they know and trust, especially during a time of upheaval.

"The report shows that brand trust, product quality and range are the key drivers of brand preference. This is closely followed by aftersales support, reliability and total cost of ownership propositions.

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The report found that Isuzu bettered its competitors in the areas of brand trust, perceptions of product value, and was viewed most favourably by respondents in regard to product range and suitability.

"There’s certainly a sense that disruption and uncertainty prompt a heightened sense of conservatism in consumers, especially in the case of capital equipment," said Mr Walker.

"It's been useful to note some of the more subtle changes in industry sentiment since the onset of COVID-19. We can see that some businesses have undergone significant upheaval but maintain a positive outlook on the prospect of recovery.

"Critically too, they point to a consumer base that continues to value quality, reliability and top-shelf service – all traits we continually strive to perfect as the country's top-performing and highest-selling truck brand."