Prime Link fleet looks set to double during 2014

UAE logistics firm achieves twofold fleet increase since start of year

Surendra and his colleagues have had to expand rapidly in order to keep pace with demand.
Surendra and his colleagues have had to expand rapidly in order to keep pace with demand.


Prime Link looks set to double the size of its fleet within the coming months.

At the beginning of 2014, the UAE-headquartered logistics firm’s fleet stood at 44 vehicles in total. Once the company’s latest 10 Tata Prima 4x4 tractor heads arrive next month, the Prime Link fleet will stand at 87.

“In the near future, our fleet will have doubled in size since the beginning of the year,” commented Jaideep Surendra, managing director of Prime Link.

“We’ve signed up a lot of new clients recently. Moreover, a number of our existing clients have grown quite quickly during the last couple of months. In order to cope with this extra business, we’ve implemented some changes around the office that will help to improve things. This strategy seems to be working; clients are happy with both our service and productivity,” he explained.

The latest Tata trucks were purchased new from the Indian manufacturer’s Dubai dealer, United Diesel. Once the last 10 Prima units are delivered, Prime Link will have added 26 of the models to its fleet since the beginning of the year.

“Tata had been telling us about the new Prima trucks for about a year,” he told PMV.

“We evaluated the situation and decided to pull the trigger towards the end of 2013. So far, these units have worked well for us. The level of support offered by Tata has also been quite good,” Surendra added.

However, the increase in fleet size has not been solely down to the purchase of new vehicles. Surendra and his colleagues have also been sourcing vehicles from the second-hand market.

“Traditionally in this marketplace, people buy used trucks,” he explained.

“Prime Link is no exception. Since the end of 2013, we have purchased 26 new Prima units, but we have probably procured an additional nine second-hand trucks as well,” revealed Surendra.

A combination of Tata, Volvo, and Mercedes-Benz trucks comprise the Prime Link fleet. With its 15 Toyota and Nissan pickup trucks, the company’s current cohort stands at 77 vehicles. When the Prima trucks arrive, the firm will have achieved a 98% increase in fleet size since the beginning of the year.

To read the full face-to-face interview with Surendra, check out the August 2014 issue of PMV Middle East.

Most Popular

Digital Editions

PMV Middle East - August 2018

Subscribe Now