Fredrik Morsing, Chief Executive Officer, Scania West Africa has a mission: To ensure the success of the agricultural and industrial persuasions in West Africa through “a well performing transport network.”
This he has pursued vigorously, using creative and enduring channels in the West African corridor.
Born in 1964 in Sweden, Fredrik Morsing has over 30- years experience from the automotive industry. The major part of his career has been spent in various international operations within the Scania Group of Sweden and Optorg Group with headquarters in France.
With 1984 Mechanical Engineering degree in 1984 and B.Sc Business Administration & Finance from Lunds University in 1990, he has given a good account of himself in the automotive industry starting from 1996-1998 as Export Manager North Africa, Scania CV AB, Sweden till now as CEO, Scania West Africa Ltd.
Married with three children, he is an Honorary Consul of Sweden in Accra and Board Member, Sweden Ghana Medical Centre.
He spoke to OpenLife in this exclusive chat
What is Scania business focus in Nigeria and other African Countries?
Scania aims to be the leading provider of sustainable transport solutions. This includes everything from our heavy duty trucks and buses of world leading quality, a good support of our customers through technical competence and a good service network to complete solution for urban mobility.
Nigeria needs a strong transport sector as all other countries. We also believe that the transport network could assist the country to thrive. Agricultural and industrial production is never successful without a well performing transport network.
What are the competitive edges of Scania’s offering?
We believe we have the lowest operating cost to the advantage of our customers. Our ambition is also rather to be a partner to our customers than a supplier. If there businesses develop, ours will follow. Needless to say that our trucks are also referred to as the King of the Road by our users….
In view of a fresh administrative tenure in Nigeria, what are your overall assessments at critical sectors in relationship to your business service?
I hope the ambitious plans to widen the economy and increase industrial and agricultural production will succeed. Nigeria has many opportunities, but history has shown that it is dangerous to be too dependent on the oil. To explore these opportunities, I also hope that there will be investments in the infrastructure and in creating new transport solutions. This will support the industry and agriculture to develop.
I also hope that there will be new initiative to improve the urban mobility as we have seen in Lagos. The growing large and mega cities need new solutions to develop in a sustainable way. Our company wants to contribute to that development.
How are the business ties between your country and Nigeria?
We are deepening the relationship with our Nigerian representative Integrated Automotive Services (within the TSL Group). Our ambition is to set up world class sales and service network across Nigeria over the coming years. We also want to take part of the national automotive policy to start assembly operations in the country.
We have already supplied important quantities of our vehicles to a few large fleet owners. Our brand is now getting even more well-known to the benefit of the Nigerian transport sector.
What are your views about the recently signed African Continental Free Trade Area AfCFTA
Personally, I believe that Africa needs much more internal trade relations. Many countries have focused their trade on Europe, Asia or the Americas, sometime neglecting the potential next door. If you look at the strong economic development in the US or Europe, the main drivers have been stability and trade. They often go hand in hand. If Africa creates stronger trade relations among its countries and take away barriers, it will be to the benefit of the continent and its people. Today it is far too complicated to trade between the countries and there are often national policies which are too protective. I hope this will change thanks to the new AfCTA agreement even if it will take some time.The future is for Africa!
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