Bell Equipment Sales South Africa (BESSA) has been appointed as the South African distributor for the full range of JCB construction equipment from 1 May 2021. IMIESA speaks to Duncan Mashika, managing director, BESSA, about how this development ties in with the overall group strategy.

A local company with a global footprint, Bell Equipment’s class leadership as an original equipment manufacturer (OEM) since 1954 underscores its ability to engineer and support niche solutions.

Central to its OEM strategy is the ongoing refinement of its articulated dump truck (ADT) series and custom products like the Bell tri-wheeler for agriculture and forestry. Research and development (R&D) programmes run parallel with an evolving suite of complementary materials handling and earthmoving solutions from within Bell Equipment’s Alliance Product Series. These are supplied and supported locally by BESSA via distributor agreements with other leading OEMs that include Kobelco and Finlay. The agreement with British OEM JCB is the most recent.

“JCB is no stranger to our local market, having been established in South Africa for more than 40 years. This is an exciting opportunity for BESSA, and we look forward to putting a JCB into every corner of the country,” says Mashika.

The partnership gives customers access to JCB’s premium range of construction products backed by Bell Equipment South Africa’s extensive local support network. In addition, JCB customers will now have the benefit of buying from BESSA, which is a Level 1 BBBEE company.

JCB range and aftersales

“Effective from 1 May, BESSA will be taking over the support of all existing JCB machines in the market. This includes existing warranty agreements,” Mashika continues.

JCB machine classes comprise backhoe loaders; wheel loaders; skid steers; telescopic handlers; tracked, wheeled and mini excavators; compaction equipment; as well as rough-terrain forklifts.

Bell Equipment’s sales and service teams have already completed their training on the JCB range and are equipped to provide expert advice on the optimum machine/application match.

In terms of after-sales, Bell Equipment has 22 strategically placed customer service centres around South Africa, each of which houses comprehensive workshop facilities and parts inventories, including those for JCB machines.

“We understand that after-sales is the key to long-term customer relationships, which is why Bell Equipment invests extensively in technical training nationally, as well as in our spares and logistics capacity,” Mashika explains. 

Currently, Bell Equipment has 140 mechanics and more than 35 customer support representatives. They are all dedicated to helping clients maximise their machine availability through the utilisation of special tools, software and diagnostic equipment.

“This technical backup is supported by a huge investment in spare parts. Our remanufacturing, or ReMan, centre has also been fully stocked with key components,” Mashika continues.

Alongside new machine sales, Bell Equipment recently launched its www.pre-owned.bellequipment.com website. “There’s a growing demand locally and internationally for used machines, including JCB products. It’s driven by the increase in the prices of new equipment and the persisting uncertainty in the markets.
By buying from Bell, customers take comfort in knowing that they will receive quality support for preowned equipment,” says Mashika.

One point of contact

Alongside its ADT and allied custom-build offerings, Bell Equipment is equipped – via its alliance partnerships – to provide holistic solutions that include mass excavation, loading, crushing, screening, grading, as well as asphalt paving and compaction.

“In our experience, customers prefer one point of contact for their equipment needs and our alliance partners play an important role in enabling us to provide full line solutions to key markets like construction and quarrying,” says Mashika. 

Bell Equipment is also able to derive additional revenue streams across different industries and sectors, manage through challenging and cyclical market trends, and reinvest in essential technical services that drive higher efficiencies critical to superior customer support. That also positively influences Bell Equipment’s R&D programmes.

“As with all our alliance products, Bell Equipment is fully committed to ensuring a seamless integration of the JCB line into our dealership footprint. Thanks to our logistics network, technical capacity and capabilities, customers old and new can look forward to world-class products and service. With Bell, you’re in safe hands,” Mashika concludes.

About JCB

In 1945, Joseph Cyril Bamford began using his engineering flair and innovative thinking to invent new construction equipment. In 1953, the JCB backhoe loader revolutionised the construction industry. Today, JCB has a range of over 300 machines operating across six continents and is the global market leader for backhoes and telescopic handlers. (Source: JCB)