East coast general freight carrier, Alpha Linehaul, is readying to make a series of significant investments across the fleet.
The Sydney headquartered company has just unveiled a new B-double combination ahead of a major order that will involve new prime movers and several B-double sets from Krueger.
Currently, the fleet runs Volvos concentrating on Sydney to Brisbane and Melbourne to Sydney both with return legs.
The company presently provides subcontractor grocery loads for majors operating in that space.
A brand renewal across operations is underway starting with mobile assets but will incorporate new driver uniforms and other signage.
It is already paying dividends.
The fleet has recently affirmed new contracts with CEVA Logistics, Northline, Direct Freight Express and is currently onboarding with Team Global Logistics.
“There’s been massive benefits in regard to branding and creating an image,” said General Manager Ray Spiteri, who joined Alpha in March.
“A majority of contractors are not branded. One of the challenges working in corporate transport to then working for linehaul providers is people not knowing who you are,” he told Prime Mover.
“It’s very important for a company to have image and to have presence and at the end of the day it’s free advertising wherever that trailer goes. There’s nothing wrong with being proud of who you work for.”
Founded in 2021 by Tejwant Bajwa, Alpha was established with a clear goal in mind: to become one of the country’s top linehaul carriers.
That journey hasn’t been without its challenges – the market has been tough, with reduced rates and record-high equipment costs.
But Bajwa’s approach, according to Spiteri, has always been about having a measured approach to consolidation and expansion.
“Over the past few years, he’s made smart investments in equipment and built a solid foundation with a committed team,” said Spiteri.
Spiteri’s move to upgrade the fleet with fully branded prime movers and trailers has helped land some key partnerships with major clients, working directly with both customers and other transport companies.
“It’s next to nothing to paint the trailers if you build it into the loan. It’s not like they have to go and fork out additional funds.”
Two additional Super B-double drop decks from Krueger are due in June. Spiteri said they were receiving requests from clients for 4.6-metre-tall trailers, something of a trend in the sector at the moment.
“The ability to put in an extra mezzanine floor in the 4.6-metre tall trailers has grown in appeal,” he said.
“We’ve had three companies, who are looking to secure a particular type of freight, ask for these.”
The prime mover spec is uniformly a Volvo FH 540s.
When it comes to breakdowns, costs and repairs Volvo has an advantage at the minute according to Spiteri.
“Everyone has a different method for what they do,” he says.
“For me it’s service, parts and where you can get the parts if you’ve got a breakdown. I think Volvo is right up there at the minute.”
Alpha Linehaul opened a new depot on the 4 April in Orchard Hills, an extra convenience given its proximity to CEVA Logistics.
With 25 years in the industry, Spiteri, who has worked at Toll Group, Apex Transport and most recently D&G Transport, is buoyed by the new partnerships that have been launched in recent weeks, especially given the uncertainty of the economy.
“They’re all safe regarding financial stability,” he told Prime Mover.
Spiteri would eventually like to introduce A-doubles into the fleet, given the known quantity of the freight lanes they are operating in.
“Size doesn’t matter so much as utilisation,” he said.
“In Sydney there are some additional challenges when it comes to permits but I think that it will ultimately be driven by the customers we get and if it is a requirement.
“I don’t think we would mix and match with our current clientele.”
He added, “Let’s focus on one thing and let’s smash it out of the park. If it’s going to be Sydney to Brisbane return and Melbourne to Sydney return, let’s own it. That’s what we’re going for first.”
In other news, earlier this month, Volvo Group Australia announced an acquisition.
