AA Bakery, based in Walkerville south of Johannesburg, is in the process of standardizing its delivery fleet exclusively to Hino trucks. This marks a strategic shift away from a mixed fleet that previously included Hino alongside two other competing brands. The decision follows an extended evaluation period in which a group of Hino trucks was tested under real operating conditions over several years, delivering strong results in reliability and operating cost efficiency.
According to Ashen Ajoodha, Chief Executive Officer of Super Soft Group, the parent company of AA Bakery, fleet operating costs represent a major portion of the organizations total expenses. The company operates under highly intensive logistics demands, with individual trucks often completing close to 200 delivery stops per day. Across the entire fleet, this amounts to more than 20,000 delivery stops daily.
“These operating conditions require vehicles that are dependable, durable, and fuel-efficient,” said Ajoodha. “The Hino range has consistently proven to be well suited to the demands of our distribution network, which spans multiple provinces across South Africa.”
At present, Hino trucks already account for approximately 45% of AA Bakery’s fleet. The company deploys a range of models, including units from the 200, 300, 400, 700, and 1000 series, assigned to different operational requirements. All vehicles are configured with manual transmissions, and drivers receive specialised training from Hino instructors to ensure optimal gearbox usage and to extend clutch life.
The bakery’s association with Hino dates back to 1995, when founder Shan Ajoodha introduced the first delivery vehicle into the business. At the time, the operation was known as AA Distributors, focusing primarily on bread distribution before evolving into a full-scale baking and logistics enterprise.
In 1999, the first AA Bakery production facility was established, introducing the Super Soft bread brand. Since then, the family-owned business has expanded significantly under successive generations of the Ajoodha family. Following the passing of Shan Ajoodha, leadership transitioned to his son Ashen, while the next generation has also joined the business, continuing the family tradition of names beginning with the letter “A”.
A major fleet investment decision was made in 2025 after sustained engagement with Hino Isando and positive performance feedback from existing vehicles in the fleet. This culminated in an order of 25 additional trucks across the 200 and 300 series ranges. The results from this expansion phase further reinforced the company’s decision to fully transition its fleet to Hino vehicles.
Ajoodha also noted that the trucks have contributed positively to brand perception, adding that drivers report higher levels of comfort and safety when operating them. He further highlighted the importance of after-sales support, praising the service received from Hino Isando. This relationship has since developed to the point where a dedicated service facility has been established on AA Bakery premises to improve maintenance efficiency and uptime.
Looking ahead, the company remains focused on cost containment and operational efficiency as it continues to expand its distribution footprint across Gauteng and into provinces such as Limpopo. Ajoodha expressed confidence that fleet standardization will play a key role in managing expenses while supporting growth.
He also pointed to the strong reputation of Hino vehicles in the South African market, particularly their long service life, with many units achieving mileage figures exceeding one million kilometres. This durability, he noted, is an important factor in the company’s long-term fleet strategy.
