Founded to meet the growing needs of the construction, energy, industry and logistics sectors in West Africa, Premium Africa offers a complete range of technical equipment: trucks, construction equipment, after-sales services, spare parts and more.
Joséphine Dione, after-sales technical manager in Senegal since 2020, talks to us about her experience as a pioneering woman in this strategic position.
Premium Africa, the Swiss army knife for the Senegalese market
« When a machine from one of our brands breaks down on a construction site in Dakar, it’s often Joséphine Dione’s number that’s dialed in urgency. »
The company stands out for its 360° approach: « When a customer wants to start a business, he can find everything at Premium Africa, » explains Joséphine Dione.
Her role is central: she steers the development of the after-sales service and supervises a multi-skilled technical team.
« I could describe my role as that of orchestra conductor: I manage the team, the customers, the emergency interventions, while ensuring that quality is always at the forefront, » she adds.
She particularly stresses the importance of preventive maintenance to avoid costly breakdowns: « Many customers buy equipment but don’t maintain it. We make them aware of this so that they can anticipate. It saves time and money. »
The relationship between Premium Africa and Haulotte is built on shared values: safety, reliability and listening.
« Haulotte is a trusted brand. Their equipment makes our day-to-day work easier, and they meet the requirements of the local market, »
She particularly praises the brand’s capacity for innovation: « They listen to feedback from the field and develop their products. This is invaluable in such a technical sector. »
Being a woman in a male-dominated industry: challenges and inspiration
Trained at the Ecole Supérieure Polytechnique de Dakar in electromechanics and computer systems, Joséphine had to make her mark in a largely male environment.
« In my class, there were four girls out of twenty-four. Getting my family to understand and accept my choice of career path wasn’t easy, » she recounts. Even today, stereotypes persist: « You often have to work twice as hard to prove you have the same skills. But for me, management has no gender. It’s a question of vision and skill. »
She shares a striking anecdote: « On a building site, a security guard refused to let me in because I’m a woman. He’d never seen a female mechanic before. I waited for the supervisor to arrive and told him: just because you’ve never seen something doesn’t mean it doesn’t exist. Since that day, he’s changed his view of this profession and treats me with respect. »
Joséphine is convinced that diversity fosters creativity and decision-making.
She is keen to inspire the younger generations: « I was the first woman in my village to study electromechanics. Today, whether it’s the girls or the boys I see growing up in the village, they all want to do ‘Auntie Fina’s’ job. »
A demanding but rewarding job
Her daily routine is punctuated by the unexpected, urgent breakdowns to be resolved, and calls outside working hours. « It’s a business of emergencies and the unexpected. When everything’s running smoothly, no one thinks about us. But when we avoid a critical situation, that’s when we know we’ve served our purpose. »
Despite these constraints, she has managed to maintain a personal balance by surrounding herself with people who understand her profession.
« I got married a few weeks ago to someone who does the same job. He totally understands what I go through on a daily basis, which makes dialogue smooth and facilitates balance, » confides Joséphine.
A look at the Senegalese market
For Joséphine, the Senegalese market remains « very dependent on the political climate ».
Faced with these uncertainties, she is banking on the solidity of her services: « After-sales service and parts sales remain more stable. Being present and offering solutions is what keeps customers loyal », she asserts.
She also praises Haulotte’s used machine program: « It’s an excellent initiative. Not all customers can buy new, but they can now buy with confidence thanks to Haulotte’s program. »
The future of Premium Africa and advice for young women
Joséphine looks to the future with confidence: « We’re in all the key sectors and in several countries. Our objective is clear: to continue strengthening ourselves, develop our offering in Senegal, and move forward with a competent and committed team. »
Finally, she urges young women to take the plunge:
« Go for it. There is no profession reserved for men. It’s a question of skill and perseverance. Don’t be afraid to make mistakes, it’s a constant learning process. »