The agreement enabled Bell Equipment to sell Bell-branded, Liebherr-manufactured equipment in southern Africa.
The change will see Liebherr focus on providing and promoting excavators to a more diverse range of industries and customers.
“Though our relationship with Bell Equipment has been very positive, we are excited about the opportunity this change brings about and look forward to increasing our presence in the bulk excavator market,” comments Tendayi Kudumba, general manager: earthmoving equipment at Liebherr Africa.
“Some new models, with increased customer value added, will be well received by the market,” he adds.
Explaining the rationale behind the changes, Stephen Jones, group marketing director of Bell Equipment, says:
“We have had a strong working relationship with Liebherr. Their products have been well suited to our markets and have performed admirably, but there is a need for both companies to ensure that they are best positioned for long term sustainability, especially in the turbulent southern African equipment market.
“For Liebherr Africa to sell and support its own manufactured products makes sense and also allows them to further invest in structures aimed at customer support. Bell Equipment fully understands and supports this rational and is currently finalising an exciting alternative solution for this market segment,” he continues.
“Bell Equipment will continue to support Liebherr machines that we have placed with our customers for as long as they are operational. We understand that one of the reasons our customers support us with equipment purchases is due to our ability to deliver on our ‘strong reliable support’ maxim, and we have a clear obligation to continue to offer this to our customers for as long as required, irrespective of changes in associations between different OEMs,” comments Jones.
“Bell Equipment and Liebherr-Africa appreciates the importance of strong and seamless customer support and, through our respective and comprehensive support structures on the ground in the regions, we aim to ensure that our mutual customers have both the confidence and options for the support of their machines going forward,” concludes Jones.