In 1994, South African entrepreneur Richard Leiter made a bold move by investing in the Chinese truck manufacturer FAW, which at the time was largely unknown outside its home country. He introduced the Jiefang CA141 truck to the South African market, taking a significant risk that has paid off immensely over the decades. This decision not only marked the beginning of FAW's presence in the region but also catalyzed Leiter's evolution from a mere importer to an influential industrialist with a large assembly plant located in Coega, Eastern Cape.

Now, FAW has gained a commanding presence in the heavy truck sector of South Africa, surpassing notable competitors such as Toyota, Daimler, and Isuzu. The brand's success can be attributed to its strategic positioning, focusing on the affordability and durability of its vehicles, specifically designed to withstand the challenging operating conditions often encountered in Africa. The company’s tailored offerings have resonated well with local businesses, leading to increased market share and brand loyalty.

This case not only highlights the successful penetration of a Chinese manufacturer into the South African automotive market but also underscores a growing trend of Chinese companies establishing a foothold in Africa, leveraging local partnerships and adapting their products to meet specific market needs. The story exemplifies the potential for international businesses to thrive and reshape industries when they can effectively navigate and respond to local dynamics.