Iveco secures conquest order with Maiden’s of Telford.

Shropshire-based haulage and storage company, A J Maiden & Son – which trades as Maiden’s of Telford – has taken delivery of three Stralis Hi-Way (AS440S46/TXP) tractor units, marking the first Ivecos to join its fleet for more than 15 years.

The family run company operates a fleet of 66 vehicles and 130 trailers, with the new Stralis’ replacing older units. Maiden’s of Telford had been seeking a vehicle that could provide it with increased reliability and performance as it grows its business.

Hefin Rees, Commercial Manager for Maiden’s of Telford, says: “We were keen to see what a Euro VI vehicle could do for us and we wanted to explore what was available, so we jumped at the chance to take an Iveco demonstrator on competitive trial.”

The company was so impressed with the performance of the demonstrator, supplied by Guest Truck & Van, that it soon placed an order for a trio of matching Iveco trucks.

Rees continues: “Our drivers were really positive about getting their hands on a Stralis and the feedback has been excellent since our new vehicles arrived. We’ve already seen the demonstrator show fuel savings compared with our fleet average and we’re confident that the new Stralis’ will continue to give great service. Support from Guest Truck & Van has also been second-to-none.”

The customer was particularly impressed with Iveco’s solution to Euro VI, and the ability of Iveco’s HI-SCR system to meet the latest emissions standard without exhaust gas recirculation (EGR). This helps to deliver weight reduction and optimised fuel performance, leading to a lower total cost of ownership.

Rees concludes: “Iveco secured the order for its unique approach to Euro VI. They’ve devised a technical solution which is not only innovative, but durable and focused on helping fleets like ours to keep running costs as low as possible.”

Each of the Stralis’ is powered by a Euro VI Iveco Cursor 11 engine which can produce up 460 hp between 1,500 and 1,900 rev/min and 2,150 Nm of torque between 925 and 1,500 rev/min. The engine also features a new Super Engine Brake which uses an exhaust throttle valve to improve the performance of the engine further compared to the previous generation.

The tractor units will remain in the fleet for a minimum of five years and they are expected to clock-up an average of 100,000 miles a year.

The A J Maiden & Son fleet is notable for the custom registration plates fitted to the entire fleet, each carrying the suffix ‘AJM’.

The business has been a member of the Palletforce network since November 2010, serving the SY postcode area.



Iveco is a brand of CNH Industrial N.V., a World leader in Capital Goods listed on the New York Stock Exchange (NYSE: CNHI) and on the Mercato Telematico Azionario of the Borsa Italiana (MI: CNHI). Iveco designs, manufactures and markets a wide range of light, medium and heavy commercial vehicles, off-road trucks, and vehicles for applications such as off-road missions.

The brand’s wide range of products include the Daily, a vehicle that covers the 3 – 7 tonne vehicle weight segment, the Eurocargo from 6 – 16 tonnes, the Trakker (dedicated to off-road missions) and the Stralis, both over 16 tonnes. In addition, with the brand Iveco Astra, builds mining and construction vehicles, rigid and articulated dump trucks and speciality vehicles.

Iveco employs close to 21,000 individuals globally. It manages production sites in 7 countries throughout Europe, Asia, Africa, Oceania and Latin America where it produces vehicles featuring the latest advanced technologies. 4,200 sales and service outlets in over 160 countries guarantee technical support wherever an Iveco vehicle is at work.

For further information about Iveco:
For further information about CNH Industrial:

For more information contact:

Nigel Emms, Press and Public Relations Director
Iveco Ltd
Tel. +44 (0)1923 259513
[email protected]

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