JOST to launch axles and suspensions in Australia

JOST has always had the appetite of a market leader. Initially established as a family business in Germany in 1952 and operating a factory for ball-bearing fifth wheels near Frankfurt, it was clear that the company had more to offer from the very beginning.

JOST’s product range grew extensively in the following years, and with this, its presence around the world. Over the next two decades, JOST’s manufacturing capabilities extended throughout Europe, the United States, South Africa and then Australia in 1980.

JOST Australia has provided consistent componentry and maintenance services on a national scale ever since. And now, it’s looking to further consolidate its value proposition by entering the nation’s axles and suspensions market.

This is a move that has apparently been a long time coming. As JOST Australia State Manager, Anthony Hague, explains, the company has already enjoyed a presence in the global axles and suspensions space for many years.

“We’ve manufactured axles and suspensions across many markets all over Europe as well as in Asia and New Zealand,” he says. “It’s time to establish a presence here too.

“We’re moving into this market to strengthen our product portfolio. We want to reinforce a greater alignment between the global JOST product range and our Australian offering.”

JOST Australia is currently in the midst of completing field trials for its new axles and suspensions, a step which will be crucial for the range’s effectiveness once launched.

“This market is extremely competitive,” Anthony says. “It incorporates thousands of trailers built per year, so you can imagine all the manufacturers in the space that are each looking to stand out with their own designs and approaches.

“The products that have come before ours in this space have an edge of longevity. They’ve been on offer for a much greater amount of time, so they’re well-embedded in the customers’ minds as an option to turn to. These factors are just par for the course when entering a new market – it always comes with challenges, regardless of a company’s size.”

Based on the tests completed so far, JOST Australia has been able to develop a clear value proposition.

“Our new axle offering is designed with performance and efficiency in mind,” Anthony says. “Customers can choose between disc or drum brake road configurations which feature a lightweight build, robust 10.4-tonne axle rating and lift axle functionality to suit a wide range of applications.”

Despite the notable challenges facing JOST Australia’s entry into the axles and suspensions market, there are several aspects of the business which are expected to assist the process. One of these is the well-established national network of spare parts suppliers which will make the new axles and suspensions easily accessible throughout the country.

“Being able to get these new products in front of customers with ease will make a big difference in entering a new market,” Anthony says. “We offer our componentry to transporters in nearly every capital city in the country. By making our product range readily available, we’ll have a great chance at competing in the space.”

Additionally, Anthony believes JOST’s near 50 years of operations in the country and presence in the global market will provide it with a great amount of exposure during this new venture.

“JOST is very well-known in the industry,” he says. “Many customers are already aware of its global offerings, so there has already been some interest within the domestic market regarding our movement into axles and suspensions in Australia.

“This move is well within the sphere of customer knowledge which is a great benefit that the company enjoys.”

Similarly, JOST’s long tenure in Australia’s commercial transport space has led to the amassing of a large and loyal customer pool of various transporters and organisations. As a result, Anthony believes JOST Australia’s axles and suspensions will be further amplified by their support.

“We are heavily engaged with this industry,” he says. “We work closely with an assortment of industry bodies in the space. We think JOST Australia’s involvement within these groups will also help our products be exposed to a greater number of customers.”

While entering any new market is a challenging feat, JOST Australia is utilising the many features at its disposal to ensure a smooth transition into the axles and suspensions sector. By relying on global brand recognition, existing customer loyalty and an expanding national network of available componentry, Anthony and the team feel equipped to offer new solutions to the market.

“We feel that JOST Australia has a lot of features that will set the company apart from competitors and back this market entry,” he says.