Directed Technologies has announced a strategic partnership with South Africa-based 3Gen Products to expand its connected vehicle platform into the African market, marking the latest step in the company’s global growth strategy.
The move is designed to provide automotive manufacturers and fleet operators with a consistent, integrated connected vehicle ecosystem across multiple regions, combining in-vehicle systems, connectivity, and cloud-based data platforms into a single operating environment.
Addressing fragmented systems across growing markets
The partnership responds to a common challenge faced by fleet operators and OEMs across Africa—fragmented technology systems, inconsistent infrastructure, and limited visibility across operations. These factors can make it difficult to standardise deployments and fully utilise connected vehicle data.
Directed Technologies’ platform approach aims to bring together telematics hardware, regional connectivity management, and data analytics through its e.things platform. This structure is intended to help fleets integrate vehicle, driver, and operational data into their existing business systems while reducing complexity across hardware and software layers.
For global fleet operators, the ability to deploy a consistent platform across multiple countries is increasingly important as operations expand into emerging markets where infrastructure and regulatory environments can vary significantly.
Regional execution through local expertise
Under the agreement, 3Gen Products will act as Directed Technologies’ regional execution partner, responsible for deployment, integration, and lifecycle support across the African continent. The partnership combines global technology capability with local market knowledge, which is often critical in regions with diverse operating conditions and regulatory frameworks.
Mark Whitmore, Senior Vice President Sales and Customer Growth at Directed Technologies, said the initiative is about establishing a consistent technology standard rather than simply entering a new geographic market.
“This is not just about entering a new market, it’s about extending a global standard for connected vehicle technology,” Whitmore said.
Whitmore added that the partnership would enable OEMs and enterprise fleets to deploy a single platform across multiple countries while improving access to real-time operational intelligence.
Lesego Modingoane, Director at 3Gen Products, highlighted the role of local expertise in adapting global systems to regional requirements.
“We see enormous opportunity to transform how fleets and OEMs operate across Africa,” Modingoane said.
Expanding a global connected vehicle strategy
Directed Technologies, headquartered in Melbourne, currently supports more than 5,000 fleets worldwide and operates across Asia-Pacific, Europe, the Americas, and now Africa. The company’s expansion model relies on partnering with regional specialists while maintaining a consistent technology architecture across markets.
This approach reflects a broader trend in the fleet and mobility sector, where connected vehicle platforms are increasingly expected to operate seamlessly across borders. For multinational fleet operators, standardisation of data and systems can simplify compliance, improve operational visibility, and support more consistent safety and maintenance practices.
While the African market presents clear growth opportunities, it also introduces operational complexity due to varying infrastructure maturity and regulatory environments. Partnerships that combine global technology platforms with local implementation capability are becoming a common strategy to manage these challenges.
The collaboration between Directed Technologies and 3Gen Products illustrates how connected vehicle technology providers are positioning themselves to support fleet operations in emerging markets, while maintaining the scalability and interoperability required by global customers.
