There’s a moment during my one-on-one with Martin Imhoff, Head of Vans at MAN Truck & Bus, when the emotion behind the launch of MAN’s TGE Next Level van becomes clear. “This is not just another product for me,” he says, leaning forward with unmistakable pride. “This is my baby.”
We’re speaking on the eve of a major moment for MAN. After a successful rise in Europe’s competitive light commercial vehicle segment, the company is now launching its first van into the Middle East. But this story is about more than just product. It’s also a testament to strategic persistence and the merging of truck-grade engineering with van versatility.
The Long Road to Launch
The journey began in earnest in 2012, when internal discussions at MAN started to entertain the idea of entering the van segment. At the time, Imhoff had recently joined from Iveco, where he was responsible for the Daily. “My boss at MAN asked, ‘Would you be interested in a van?’” Imhoff recalls. “And I said, ‘Of course, this is my core competence—let’s go for it.’”
With the Volkswagen Group already producing vans, the MAN team saw a unique opportunity. But from the outset, Imhoff knew they had to do something different. “There were already 12 or so players in the van market,” he says. “If we were going to be number 13, we had to offer something special.”
The result was a van built with MAN’s truck DNA at its core—an LCV engineered not from the perspective of a car manufacturer but with the understanding of commercial vehicle users. “Our customers are truck customers,” says Imhoff. “They don’t go to glass showrooms. They need reliability, service, and support at their premises. And that’s where we excel.”
From the Ground Up
The TGE van project officially began in 2013, with Imhoff as project lead. The result, after four years of intensive development, was a completely new platform with MAN-specific enhancements. “The chassis is built for real work,” he says. “It’s based on Volkswagen’s platform, but the cylinder heads, pistons, sealing and design are adapted for commercial use. That’s the difference.”
Since its launch in 2017, the TGE has grown from a Germany-only release to a pan-European success story, with over 100,000 units sold. MAN now holds more than 4% of Europe’s van market—and has no plans to stop there.
Thinking Like a Truck Builder
Imhoff is emphatic that MAN’s heritage is not just a marketing slogan. “We have more than 150 years of experience in building trucks,” he explains. “When we entered the van segment, we brought with us that deep understanding of bodybuilders, aftersales, and fleet reliability.”
This foundation gives MAN some clear advantages. For instance, the company offers the widest range of chassis cab options in the segment, ideal for specialist applications such as ambulances, refrigerated transport, or mobile workshops.
Additionally, MAN’s “one invoice” system allows customers to order complete configured vehicles—including bodywork—directly from the sales platform. “No second contract, no separate delivery, no hassle,” says Imhoff. “Just one point of contact from order to aftersales.”
It’s a proposition that’s especially attractive in the Middle East, where many operators need vehicles delivered quickly and built to exacting local specifications. “We also have Vans To Go,” Imhoff adds. “Pre-built solutions that can be dispatched within days. If your vehicle is down and you’ve got a delivery contract to meet, we’ve got your back.”
A van that is Middle East ready
So why launch in the Middle East now?
“It’s the right time,” Imhoff says simply. “We’ve had enquiries from multiple importers in the region, and we know the demand is here. The segment is evolving quickly—urban delivery, e-commerce, and fleet services are all expanding fast.”
The TGE Next Level, making its Middle East debut, comes with a lineup tailored to these needs: multiple wheelbases and roof heights, a choice of manual or automatic gearboxes, and drivetrain options including front-wheel drive, rear-wheel drive, and an intelligent 4×4 system that automatically engages when terrain demands.
“Especially in countries like the UAE, where you may drive off a perfect highway and into a sand pit within minutes, that smart 4×4 function makes a real difference,” says Imhoff. “Once you’ve driven it, I promise you’ll have a smile on your face.”
Inside the Cockpit
The “Next Level” in the TGE is more than a facelift. It’s a reimagining of what the modern driver needs, says Imhoff.
“We completely redesigned the interior—new dashboard, ergonomic steering wheel, gear shift on the column, and class-leading digital displays,” he says. The infotainment system offers seamless smartphone integration, navigation, and even in-vehicle voice control.
From keyless start to smart USB-C ports and configurable 12.9-inch displays, it’s clear the TGE is designed to offer more than utility—it aims to elevate the everyday working experience.
And when it comes to safety, MAN’s truck heritage again shines through. “In Europe, we offer up to 27 assistance systems—and many of them are available here,” says Imhoff. Features like fatigue detection, blind spot warnings, drive-off alerts, and emergency braking are standard or available, even in the UAE release.
Looking to the Future
The launch in Dubai represents a significant moment — not just for the brand, but personally for Imhoff. “It’s very emotional for me,” he says. “To see a project that began more than a decade ago arrive in new markets—it’s a proud moment.”
Looking ahead, MAN has even bigger plans. An all-electric TGE is on the horizon, developed for last-mile delivery and urban operations. “It’s coming soon,” Imhoff confirms. “With electric, you’ll drive out, deliver, return, and charge overnight. It makes sense—and we’re ready.”
But even with a high-tech future ahead, Imhoff remains grounded in MAN’s commercial roots. “Some customers just want something simple that works,” he says. “Others want the best of the best. Either way, our job is to be there with the right solution, backed by expert service and trusted relationships.”
In other words: it’s a truck maker’s mindset — applied to a van. And that might just be the difference the Middle East market has been waiting for.
