Penske Australia launches with new face and structure

Australian part of service push, as Western Star in US also sees change

Penske Australia launches with new face and structure
Randall Seymore


In what could be a signature year for the firm in Australia, Penske has unveiled a revamped presence here.  

Penske Transportation Group International has rebranded its Australian operations at an enterprise level, combining the Penske Commercial Vehicles and Penske Power Systems operations under Penske Australia, effective March 1.

According to the group, aligning Penske’s internal systems and departments will drive operational efficiencies and enhance the product and service offering.

"Since Penske first entered the Australian market in 2013, with Penske Commercial Vehicles and then with Penske Power Systems, our focus has been on serving a broad range of customers," Penske president Randall Seymore says.

"The first step in improving our service offering was the appointment in recent years of Penske Power Systems as an authorised dealer of Penske Commercial Vehicles’ Western Star, MAN and Dennis Eagle truck brands across select locations.

"We believe rebranding articulates the breadth of Penske’s capabilities and positions the company for future development."

Read how Christie-Johnston came to head Penske Power Systems, here 

As part of this rebranding, Penske Power Systems MD Hamish Christie-Johnston has been appointed managing director of Penske Australia.

"I am excited to lead Penske Australia going forward," Christie-Johnston says.

"We have an outstanding team of people that are focused on delivering innovative solutions and improved service.

"I look forward to working with all of our customers and our dealer network to grow their businesses as well as our own."

The rebranding to Penske Australia follows the rebranding of Penske Power Systems and Penske Commercial Vehicles in New Zealand late last year to Penske New Zealand.

Christie-Johnston joined the organisation in August 2014 as chief sales officer and executive team member of Penske Power Systems, and was responsible for leading the off-highway business segments including the engineering and marketing functions.

Meanwhile, the move comes as industry new reports from the US state that Daimler Trucks North America (DTNA) is adjusting its structure and strategy for Freightliner and Western Star.

That shift will see sales teams split on vocational and highway lines rather than being brand-specific.

According to DTNA, its alignment with the truck market segments "reflects an evolution in its go-to-market strategy and promises to drive a customer-focused mindset while honouring the unique heritage and products of two distinct brands".

"We are organising our business to bring equally strong focus to both our On-highway and Vocational truck customers," DTNA president and CEO Roger Nielsen says.

"Along with that, the best people, products, service and support have been combined to grow our two strong truck brands across both segments.

"This new strategy will ensure that we are delivering the best experience for customers, no matter the application or the industry."


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