In September, Bauma Africa will provide Bell Equipment with an ideal platform to showcase how the company has strategically expanded its product range through well-aligned partnerships.

The Finlay range of mobile crushing, screening and recycling equipment is the latest addition to the Bell product range, providing Bell with material processing plants that complement its range of Bomag road building equipment as well as Bell Equipment’s own range of heavy equipment including articulated dump trucks, excavators, wheeled loaders, tractor-loader-backhoes, graders and dozers.

The company has wasted no time in building a partnership with Finlay to ensure that Bell is best positioned to sell and support the Finlay product. According to Bell Equipment’s general manager: Bomag and Finlay, Izak van Niekerk, the company has appointed Rasheel Sukdhoe as the Finlay sales manager for Bell Equipment International Operations and Wikus Kleynhans and Ebrahim Astree as territory sales managers for Bell Equipment Sales South Africa (BESSA), focused on the Finlay product. They will support the existing BESSA sales network, which has also been bolstered with the appointment of Anton Snyman as a sales representative at Bell Rustenberg.

Regarding technical and after-sales support, the company has hired Sakkie du Plessis as the Finlay International Product Support manager and is in the process of hiring qualified field technicians with screening and crushing experience. In addition, existing sales and technical staffacross all territories are undergoing training to ensure thorough representation.

“Finlay is well respected in the mining, aggregate and recycling sectors as a crushing and screening specialist, with over 20 years of experience in the industry. The distribution agreement is a fantastic opportunity for us tocomplement our existing range with a world-class material processing product line. However, we need to ensure that we can provide the same strong and reliable product support to the Finlay machines as we do to the rest of our range,” states Van Niekerk.

“We have been impressed with the professionalism and assistance by Finlay. To promote a smooth transition period and enable us to get up to speed as quickly as possible, Finlay has seconded Adrian Millar, a service engineer, and Neil McIlwaine, an applications engineer, based in Johannesburg to work with us for a year and provide training. Guidance by the company regarding parts handling, enquiry responses and packaging project solutions has further confirmed that Bell and Finlay are a really good strategic fit.”

He continues: “We already have relationships with several customers who run Finlay equipment by virtue that they have Bell machines as their chosen loading and hauling tools. However, initial enquiries from the marketplace have exceeded our expectations and bode well for future business.”

The Finlay tracked mobile crusher product line includes jaw, impact and cone crushers. This range of crushers is internationally renowned for their versatility and flexibility in the reduction and sizing of aggregates for construction materials, mining and also recycling construction waste.