Evening all, the Italian market,perhaps one of the most difficult to work within as an Importer, and full of “quirky” legislation. By the way, it was Freight Rovers largest European market, the Italians loving the narrow J4 profile!!So “we” did get some of the action!!
8bhp per tonne, what a power fest the market was! V10 MANs, Merc V10, Magirus V10, and has been mentioned the V12. The market leader, Fiats 17litre V8, and at a consistent number two Scania
s V8, followed by the sweet 6cylinder offerings of Volvo.
But the market volume for heavy tractors was quite small, and the market was dominated by small,(1to15, vehicle operators)I, and if I go back into my old records, I expect that i could quote the bare “boring” statistics, gleaned from my time there, but perhaps a few anecdotal memories may be of more interest to you Gentlemen?
Berliet really struggled with the “old” 320 V8, but when the 356hp, (for our Italian operation proudly called the 360)!!! Shades of Bedfords 400hp, (ho, ho). This old girl, and particularly in any variation of Le Centaur specification did quite well, so well in 77 we became number three behind Fiat, and Scania. That is if anyone could believe Italian statistics!
There were all sorts of “dark talk” surrounding the "success of Bedfords TM with certain operators, …most did not involve the “quality” of product!! But most concerned “Italian reasons”!
I found Italian haulage operators a real delight to do business with, and once a deal was struck, they as a matter of “honour” would stick to their side of the deal. No swopped tyres,or anything else! But getting to the “deal” involved a convoluted, and delicate phase of negotiation, almost a “ballet of business”. How they ran, and more importantly, what they ran, must never be criticised, that would be a personal insult, and have dire consequences for the negotiation! Needless to say one of the first “Italian market” modifications to the 356, was to stick some beefier springs on the 13tonne drive axle, and to offer the Telma Retarder at a very low, (subsidised), line fitted opional price. Thereby creating a great advantage over Herr Mercedes, and MANs offerings! No worries about unladen weight here!!
As nmm has indicated, pricing was…creative…as it was in every aspect of Italian life! Support for the product was paramount, if the product broke, however badly it may have been abused, it was without doubt exclusively the fault of the products designer/builder!! How do you overcome this ? You build in little “buffers”, small islands of capital reserves from the initial sale, and drip feed these into the “little incidents” that were bound to, (and always did) occour, so when it came to the bill,…well perhaps there was no bill at all!! And of course everyone was happy, and we all went down to the bar, to celebrate our friendship, and good fortune!!
One aspect of the Italian market that I loved was the specialist conversions, nothing was impossible, at a price, anything was possible! The “milipede” were a classic example, multi axle drawbars, that with any number of steering axles could thread their monsterous loads through the most difficult terrain. I was involved with Rollfo, a specialist converter, who easily changed 356 Renault 4x2 tractors, into low hight 6x4s using ZFaxles, and coupled to their own design low height trailers could carry high weight boxes under 4metre overall height.
Why were Scania so succesful in this market? The package was good, quality driving enviroment, coupled to a magnificent engine, but as in other markets the transmission was the weak point. The big Scania never had the legs of the Fiat, nor it has to be said did anything else! Overall the package held together well, and was marketed as a quality product, which it undeniably was, and that was the reason for the Scania V8s success in Italy, and I suppose the rest of Europe. Cheerio for now.