Sathosa Motors celebrates 60 years of excellence and partnership with Isuzu

Managing Director Christopher Joshua

Executive Director Manoaj Jayahsuriya

Executive Director Priyantha Perera

Positioned at the forefront of the commercial vehicle industry segment, Sathosa Motors (SML) celebrates its glorious 60th anniversary this year, coinciding with its 60th year of partnership with Isuzu Japan since 1962, the most trusted Japanese truck brand and the market leader in the Japanese commercial truck segment in Sri Lanka. 

SML is credited with the rise in popularity of Japanese vehicles in Sri Lanka, making Isuzu the most sought-after vehicle by fleet owners, the government sector, etc. SML is now star-rated by Isuzu Motors Japan, a distinguished quality standard provided for the facility, customer experience, technical expertise, and standard equipment usage, and among the top 16 Isuzu dealers worldwide. SML is also the franchise holder for Isuzu vehicles, Isuzu Marine Engines, and Isuzu Genuine spare parts manufactured by Messrs Isuzu Motors Ltd.

Proud history

Isuzu vehicles and spare parts imports and sales were handled by the new vehicles and machinery department of C.W.E. up to 1985. The Ministry of Trade and Commerce under whose purview C.W.E. operated, decided to convert the new vehicles and machinery department as a fully owned subsidiary company of the co-operative wholesale establishment titled “Sathosa Motors Ltd.” on 1 January 1985 to give more freedom to carry on business operations efficiently, facing competition from other vehicle dealerships. 

Access Engineering (AEL), a leading business enterprise in Sri Lanka, acquired the shareholding held in Sathosa Motors by ITOCHU Corporation of Japan in February 2012. Subsequently, through the mandatory share purchase offer Access Engineering increased their shareholding up to 84.42%. In its most recent pioneering achievement, SML introduced the EURO IV emission standard commercial trucks in 2018, the first brand new EURO IV vehicles to enter the market. 

SML has commenced sales of Isuzu Marine Engines in 2021, continuing its legacy of the highly reliable diesel engine in the marine sector. 

SML Managing Director Christopher Joshua said: “We are delighted to celebrate SML’s 60th anniversary this year and to be reputed as the market leader in the Japanese commercial truck category of the automotive industry.

“During this landmark year, we are also celebrating 60 years of our partnership with Isuzu, a renowned vehicle brand in the world. We are grateful to Isuzu for retaining their faith and confidence and support to SML for over six decades and for bestowing a coveted star rating to SML as one of its best 16 dealers worldwide, which is a real honour for SML and reflects its professional and trustworthy service.”

State-of-the-art aftersales facilities

Six decades later, SML has created a value proposition for its loyal customer base by providing unmatched after-sales care service. The company’s key business lines are sales of new vehicles, spare parts, marine engines and workshop services. SML caters to the country’s need for reliable, low-maintenance transportation solutions, especially to the business community. 

SML which operates state-of-the-art aftersales facilities at Vauxhall Street Colombo, Peliyagoda, and Kurunegala, has made substantial investments in developing workshop facilities, upgrading them with world-class equipment such as Hydraulic Lifts up to 30T, imported precision tools, and other major facility upgrades. SML’s investments in workshop facilities reaped benefits through the pandemic, enabling the company to post a reasonable performance. 

Although the sector had a slow start due to the COVID-19 lockdown, steady growth in the volumes at workshops was seen and the year recorded the historic highest in revenue.

Marine Engines

The company has been making rapid inroads into the marine engines segment, having sold as many as 20 engines within a year of commencing this product line. The brand of marine engines is being well accepted by the fishery industry and boat owners. The Made in Japan brand new marine engines supplied by SML are popular around the world and deliver higher fuel efficiency and reliable performance over a long duration. 

Strategic expansion plan

Strengthening its position further, SML is expanding its position as a trusted leader in the automotive industry, investing extensively in workshop facilities, and setting up new branches in strategic locations in selected cities. In 2021, a new branch was opened in Negombo focusing on inboard marine engines and spare parts sales. SML aims to expand the workshop and spare parts facilities in the coming year and now has 10 locations providing after-sales service, of which three spare parts branches were opened in Dambulla, Kandy and Badulla in 2021.

SML Executive Director Priyantha Perera said: “Despite 60 years in the industry, SML remains agile and has transformed from a sales-oriented company to an aftersales service-oriented company by driving network and service expansion to provide superior aftersales service. Our workshops have state-of-the-art facilities which are the gold standard in the industry and the only such dedicated facility for commercial vehicles which distinguishes our offering. SML has single-handedly developed the Japanese truck segment, carving out 60% of the market share. 

“More importantly, our workshops offer services to all brands of vehicles although the core business remains Isuzu vehicles.”

The Company also plans to grow the after-sales and spare parts segment of the business and introduce new business ventures beyond its traditional and comfort product lines. As a trusted partner for a wide customer base island wide, SML extends sound advice including the need to maintain vehicles in good running conditions by having them checked regularly, as the ban on vehicle s imports may not be lifted in the foreseeable future. 

SML is also offering free health check-up for Isuzu vehicles using specialised tools to diagnose any imperfections in order to maintain the vehicles in pristine condition. Also, being a reliable after-sales care partner, SML is ready to provide exceptional and uninterrupted service during this period of hardship to keep 100% uptime of Isuzu vehicles to serve the entire nation.