CEN DEC
16
NEWLY APPOINTED
General Manager, SDLG, Grant Sheppard, is enthusiastic and excited
about taking the reins of this increasingly popular Chinese OEM, that distributes exclusively
through the Babcock International Group in Southern Africa.
Speaking from SDLG’s new premises, in Bartlett, Johannesburg, he chatted about where
the OEM sees itself next year. “We are a stand-alone business unit within the Equipment
business of Babcock, having already established our own premises in the major centres of
Johannesburg, Durban and Cape Town with the focus now on expanding our footprint into
the SADAC region,” he says.
According to Grant, a committed effort to “get our name out there” has seen the value-
added product offering going from strength to strength. “
At bauma Africa’s inaugural expo in Johannesburg, SDLG’s stand gave
pride of place to the newly launched 17 ton SDLG 9190 grader and
the SDLG 7120 12-ton hydrostatic roller to complement the existing
product range, of wheel loaders: SDLG918; SDLG938; SDLG958;
SDLG978.
Future strategy and outlook
In the recent past, the ‘traditional South African
yellow metal ’ market has been
wary of new value brand
machine entrants owing
to the perception of poor
after market support.
However,
that
is
changing, as world
class organisations
such as Babcock
International, add to
their global brand product line ups, offering excellent service and support to
their new brands. In addition, Africa is seen as a dumping ground for used machines, so
one of the challenges is convincing customers to buy new machines with a warranty, rather
than a used machine without a warranty. “Here,” he continues, “the SDLG price difference
is beneficial, as our equipment is competitively priced, robust and reliable. In the short
time that SDLG has enjoyed a presence in South Africa, the SDLG brand and its products
have developed a solid reputation for reliability and great support, backed by the reputable
Babcock standard of ‘Trusted to Deliver’.
“SDLG is moving into a new era,” Grant says. “2014 will be a crucial year for the company
as, up to now, only limited models were available, however next year will see the introduction
of a wider range into the SDLG stable with continued expansion of Babcock’s excellent after
sales support.” As the SDLG brand expands its footprint to neighbouring countries to the
north, Babcock will continue to service the continent from its head office in Johannesburg
– sharing back office support within the group – a parts holding in Durban, Cape Town and
Johannesburg, as well as basic parts holdings in each of the SADAC countries in which it has
a presence. “The strategy for parts support is that all scheduled service parts are stocked on
the shelf before initial sales of the various models commence and as machine sales ramp up,
a more comprehensive parts holding is introduced,” Grant says.
“The SDLG product lends itself to short-term contracts as customers look increasingly for
cost-effective machines to service the contracts, with a replacement cycle of between two to
three years. For 2014/2015 we are looking at selling in the region of +200 units in total, that
is, across the board, from wheel loaders to graders and rollers.
“So roll on 2014,” he concludes enthusiastically.
Coming of age
With merely two years in
the country, SDLG is steadily
increasing its presence here
and further into Africa.
As SDLG introduces new models into its range, it
will continue to grow its footprint and strengthen
its presence on the African continent.
looking back on 2013
LOOKING BACK
ON 2013
SDLG Construction Equipment
Contact:
Grant Sheppard, General
Manager, SDLG Construction Equipment
Tel:
(010) 492 0519
Email:
Web:
