Choice Diesel

What Choice Diesel does

Choice Diesel is a privately held, family-run independent multi-franchise distributor of heavy commercial equipment, founded in 1989 in South Africa and headquartered in Maputo, Mozambique since 2006. The company sells, services and sources spare parts for on- and off-highway equipment including trucks, trailers, forklifts, earthmoving machines, port material-handling gear, fire detection and suppression systems, passenger service vehicles, power-generation sets and propulsion (including hybrid) systems, drawing on authorised partnerships with global OEMs such as FAW, Iveco, Kalmar, Hitachi, Liebherr, Mitsubishi, Manitou, Rosenbauer, Astra, CIMC and Powerstar.

Revenue is generated primarily through one-time equipment sales (new and second-hand) and recurring aftermarket streams, notably fleet maintenance contracts under which dedicated, fully trained service teams are stationed at client sites in mining, oil & gas, ports, road haulage, construction, agriculture, retail and manufacturing segments. Spare-parts supply is supported by a strategic alliance with SAC Commercial Parts, providing access to a warehouse stocking more than 15,000 new part numbers and enabling faster cross-border delivery into Mozambique.

Operations are delivered through a regional branch network of eight locations across Mozambique (Matola/Maputo, Beira, Tete, Nacala, Nampula, Pemba) and South Africa (Nelspruit), where the Nelspruit site also acts as a centralised logistics hub. Go-to-market is direct, enterprise-oriented and quote-based, with bilingual (English/Portuguese) digital presence and reliance on the branch footprint and OEM brand credibility rather than on technology differentiation.

Name

Choice Diesel

Legal name

Choice Diesel

Website

https://choicediesel.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Choice Diesel is an independent multi-franchise distributor selling, servicing and sourcing spare parts for heavy commercial equipment from global OEMs across Mozambique and South Africa, serving enterprise customers in mining, oil & gas, ports, road haulage and construction.

Ownership category

akta.pro rank

Product category

Commercial Vehicle & Heavy Equipment Distribution

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro industry

PRIMARYCRAOANAJ

Heavy-duty truck, trailer & commercial vehicle parts distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

SECONDARYCRAOANAA

Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

Keywords

• Commercial vehicle distribution
• Heavy equipment sales
• Fleet maintenance services
• Spare parts supply
• Material handling equipment

Headquarters

HQ city

Matola

HQ country

Mozambique

HQ region

Africa

Offices8 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Equipment Sales: Sales of new and second-hand on and off-highway commercial equipment including trucks, trailers, forklifts, earthmoving equipment, fire detection and suppression systems, and material handling equipment from OEM brand partners.
2. Fleet Maintenance and Servicing: After-sales maintenance services including total fleet maintenance packages with dedicated service teams stationed at client sites, covering both trucks and trailers for road hauliers.
3. Spare Parts Supply: Direct sourcing and supply of spare parts from OEM partners with efficient border clearance and supply chain delivery to branches and clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Choice Diesel is an independent multi-franchise distributor that sells new and second-hand on-highway and off-highway heavy commercial equipment from global OEM brands (trucks, trailers, forklifts, earthmoving equipment, material handling equipment, fire detection and suppression systems, passenger service vehicles, propulsion systems, and power generation equipment) to enterprise customers across Mozambique and South Africa. Equipment supply is supported by an aftermarket offering of total fleet maintenance packages with dedicated on-site service teams at client sites, plus direct OEM spare parts supply through a regional branch footprint and alliance with SAC Commercial Parts (over 15,000 part numbers).

Product overview

Choice Diesel is a specialized supplier and maintenance partner offering customized equipment solutions for commercial sectors across Mozambique and Southern Africa. The company operates as an independent multi-franchise distributor with over 35 years of experience, supplying branded products from global manufacturers including FAW, Iveco, Kalmar, Mitsubishi, Rosenbauer, Hitachi, Manitou, Liebherr, Powerstar, and CIMC. The product portfolio centers on five core offerings: Earthmoving and Material Handling Equipment (Hitachi), Fire Detection and Suppression Systems (Rosenbauer), Forklifts and Material Handling Equipment (Mitsubishi, Manitou), Trucks for Road Haulage (Iveco, FAW, Powerstar), and Passenger Service Vehicles. Additional offerings include Propulsion Solutions (automatic transmissions and hybrid systems), Truck Trailers (CIMC), and Power Generation equipment. The company also supplies second-hand equipment across both off-highway and on-highway ranges. These products are supported by two key service modules: Fleet Maintenance Services with strategically placed branches and dedicated on-site teams, and Spare Parts Supply with direct OEM sourcing and a 15,000+ part number inventory through SAC Commercial Parts.

Differentiator

Problem solved

Functional benefit

Products and services

• Earthmoving and Material Handling Equipment Sales, maintenance and aftermarket support for world-class construction, mining and lifting equipment from brands including Hitachi, supplied to enterprise customers across Mozambique and South Africa.
• Fire Detection and Suppression Systems Sales and servicing of fire detection and suppression solutions from Rosenbauer, including vehicles for professional, industrial, facility and volunteer fire services.
• Forklifts and Material Handling Equipment Sales, repairs and maintenance of world-class forklift and material handling solutions from Mitsubishi and Manitou for warehouse, retail, manufacturing and port customers.
• Trucks: Road Haulage Sales, maintenance, aftermarket support and quality parts supply for road haulage trucks from Iveco, FAW and Powerstar, targeted at road haulier fleets in Maputo and Beira.
• Passenger Service Vehicle Sales, maintenance and aftermarket support for passenger service vehicles, including quality parts supply.
• Propulsion Solutions Sales and aftermarket support of commercial-duty automatic transmissions and hybrid propulsion systems (e.g., Allison) tailored to different vehicle applications.
• Truck Trailers Sales and supply of new and used truck trailers from CIMC, for road haulage operators in Mozambique and South Africa.
• Power Generation Sales and aftermarket support of quality power generation products for commercial and industrial customers.
• Second-Hand Equipment Sourcing, supply and maintenance of quality second-hand equipment across the off-highway range (earthmoving, materials handling, fire detection/suppression, forklifts) and on-highway range (trucks, passenger service vehicles, trailers, generators).
• Fleet Maintenance Services Comprehensive fleet maintenance packages including fully trained service teams, dedicated spares, strategically placed branches with service bays and overnight parking, and dedicated on-site teams for off-road fleet maintenance at mining, ports and retail locations.
• Spare Parts Supply Spare parts sourced directly from OEM partners with optimised border clearance and supply chain delivery to branches and clients, supported by an alliance with SAC Commercial Parts stocking over 15,000 new part numbers.

Named customers4 records

Segments9 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• FAW TruckscoreChannel Partner/ Reseller/ DistributorFAW (First Automobile Works) is a global truck manufacturer. Choice Diesel is an appointed distribution partner for FAW trucks in Mozambique and South Africa.
• IvecocoreChannel Partner/ Reseller/ DistributorIveco is a global commercial vehicle manufacturer. Choice Diesel distributes Iveco trucks and Daily vehicles with sales, maintenance and aftermarket support.
• KalmarcoreChannel Partner/ Reseller/ DistributorKalmar is a global leader in heavy material handling equipment. Choice Diesel is an authorised Kalmar dealer providing sales and maintenance for port handling equipment.
• LiebherrcoreChannel Partner/ Reseller/ DistributorLiebherr is a global equipment manufacturer. Choice Diesel partnered with Liebherr for construction, mining and lifting equipment.
• MitsubishicoreChannel Partner/ Reseller/ DistributorMitsubishi forklift distribution partner. Choice Diesel sells, repairs and maintains Mitsubishi forklifts and material handling solutions.
• RosenbauerminorChannel Partner/ Reseller/ DistributorRosenbauer is a leading fire suppression systems manufacturer. Choice Diesel sells and services fire detection and suppression solutions.
• ManitoucoreChannel Partner/ Reseller/ DistributorManitou is a material handling equipment manufacturer. Choice Diesel is a distribution partner providing material handling solutions.
• HitachicoreChannel Partner/ Reseller/ DistributorHitachi is a global construction and mining equipment manufacturer. Choice Diesel provides sales, maintenance and aftermarket support for Hitachi earthmoving and lifting equipment.
• PowerstarminorChannel Partner/ Reseller/ DistributorPowerstar truck brand distributed by Choice Diesel in their product portfolio.
• AstraminorChannel Partner/ Reseller/ DistributorAstra heavy truck brand. Choice Diesel is an appointed distribution partner for Astra trucks.
• CIMCminorChannel Partner/ Reseller/ DistributorCIMC manufactures trailers and containers. Choice Diesel distributes CIMC trailers.
• SAC Commercial PartscoreStrategic or Co-development PartnerSAC Commercial Parts in South Africa stocks over 15,000 new part numbers at its main warehouse. Choice Diesel formed a close alliance with SAC to ensure spare parts supply efficiency due to market demand and delivery efficiencies.
• Achilles Oil and Gas AfricaminorOthersChoice Diesel is a proud member of Achilles Oil and Gas Africa, positioning the company to support the Mozambican Oil and Gas Industry.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Barloworld Equipment: Barloworld Equipment is the Caterpillar dealer for Southern Africa, distributing and servicing heavy earthmoving, mining and construction equipment across multiple countries — a near-identical go-to-market to Choice Diesel's multi-OEM distribution and on-site maintenance model, and the closest large-scale comparable in the region.
• Mascor: Mascor is a John Deere agricultural and construction equipment distributor operating across South Africa and into neighbouring states, providing equipment sales, parts and after-sales service through a multi-branch dealer network — directly comparable to Choice Diesel's multi-OEM dealer and aftermarket support model.
• Babcock Africa: Babcock is the Volvo Construction Equipment and SDLG dealer across Southern and East Africa, with established branch networks, dedicated maintenance teams and parts supply — closely mirroring Choice Diesel's distributor-plus-fleet-maintenance-and-parts offering in the heavy commercial equipment space.
• ELB Equipment: ELB Equipment is a South African distributor of Komatsu, John Deere and other global heavy equipment brands, providing sales, rentals, parts and service across the region — directly comparable as a multi-OEM independent heavy equipment dealer in Southern Africa.
• Goscor Group: Goscor distributes forklifts, industrial cleaning equipment and materials handling solutions in Southern Africa, including brands such as Crown and Doosan. The forklift and material handling focus directly overlaps with Choice Diesie's Mitsubishi and Manitou forklift franchise.
• Eqstra Holdings: Eqstra (formerly Imperial Holdings industrial division) was a JSE-listed provider of industrial equipment, forklifts and fleet management services in Southern Africa. Its business model of equipment distribution combined with short-term rental and aftermarket service is directly comparable to Choice Diesel's equipment-plus-maintenance offering.

Broad incumbents

• CFAO Group: CFAO (Toyota Tsusho subsidiary) operates as the largest pan-African distributor of vehicles, equipment and pharmaceuticals across 30+ countries. It is a much larger incumbent whose mobility and equipment division competes with Choice Diesel on multi-brand automotive and industrial equipment distribution across the continent.
• Imperial Group: Imperial is a JSE-listed diversified group with automotive, logistics and industrial services divisions, including vehicle and equipment distribution and aftermarket services across Africa. It is a broader incumbent whose automotive and industrial services overlap with Choice Diesel's equipment and fleet services business.
• Hitachi Construction Machinery Africa: Hitachi Construction Machinery Africa is the OEM-owned distribution and service entity for Hitachi earthmoving and mining equipment in Southern Africa. As Choice Diesel's franchise partner, it represents an adjacent incumbent that could both support and ultimately disintermediate Choice Diesel in the Hitachi line.
• Astra Trucks (IVECO Group): Astra is an IVECO-owned heavy-duty truck manufacturer focused on severe-duty and construction site vehicles, with distribution and service partners in Africa including Choice Diesel itself. As a heavy-duty truck OEM with its own African channel strategy, it is an adjacent incumbent and key partner/competitor in the on-highway truck space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ChoiceDieselMozambique
• LinkedInlinkedin.com/company/choice-diesel-mozambique

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Choice Diesel