A bi-annual global competition that 
develops and demonstrates the service excellence of our frontline heros
across UD dealerships and workshops all around the world. 


UD Gemba Challenge

Launched in 2014, the UD Gemba Challenge was established to create a competitive environment that allowed our service market teams to upskill and demonstrate their expertise alongside the best contenders in the UD World. The competition is aptly named after the Gemba Spirit, a core value of UD Trucks, that fills our service market teams with passion and drives them to go the Extra mile for our customers each and every day.

The UD Gemba Challenge serves as an ideal platform for showcasing one's competence and talent amongst the UD community. Emphasising the significance of teamwork in the workshop, the UD Gemba Challenge is a team competition that requires the knowledge of Parts Operatives & Technicians and Customer Service Representatives.

The first two rounds of the competition encompass a mix of technical, commercial and brand related questions. The top-performing teams are then invited to compete on the world stage in November 2024 at the home of UD Trucks - Ageo, Japan. 

The goal of the UD Gemba Challenge

  • To serve as a motivational tool that drives the global UD culture of loyalty, brand awareness and competence development
  • To acknowledge and celebrate the outstanding skills levels across the UD Trucks market teams
  • To ultimately deliver on UD's "Better Life" purpose by enhancing the knowledge and skills of UD colleagues, resulting in enhanced service experiences for customers.

UD Gemba Challenge 2024 – All Stars

Each day thousands of UD colleagues embody the Gemba Spirit as they serve customers all over the world. We recognise the importance of uptime to our customers, which is why our UD Trucks service colleagues dedicate themselves to deliver the best possible service to customers day in and day out. Through their shining determination, commitment and dependability, our service teams consistently maximise uptime to ensure the success of our customer’s trucks and business.

“All Stars” is the theme for this year's Gemba Challenge. And, in 2024, our 10th Anniversary, of the Challenge we call upon our service heros to come together and unite as a team, train to advance one’s skills and shine brighter than ever before!

The UD Gemba Challenge is all about recognising and celebrating the commendable work that our service market teams do each and every day. 

It’s because of them that we can make things better for people and the planet.  

It’s because of them that our brand continues to shine, they are truly All Stars! 

Let the Gemba Challenge begin!

You can keep up with the UD Gemba Challenge by following the UD Trucks Gemba Facebook Page. You can also follow along on the newly created TikTok and Instagram. Here, you will receive competition updates and can follow our UD All Stars teams in action. Join in on the action and together let's celebrate our UD Gemba All Stars! 

Videos from previous Gemba Challenge are available on the UD Trucks YouTube channel: