CEN SEP
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MINING
MANUFACTURING
B50 takes approximately 150 hours to complete one unit, with the B40’s timing falling exactly
in the middle,” he says with a grin. On average fifteen trucks per week roll off the assembly
line.
Playing with the ‘big boys’
According to André Krings, Managing Director, Bell Equipment Germany, “As one of the ‘big
boys’ in Europe, we enjoy a 22% market share in Europe with our ADTs and last year, we had
about 56% market share in France.” That said, Bell Equipment operates in the same field as
other well established brands and André is quick to point out that he considers Bell equal
to, and comparable with, Volvo, “but with better fuel consumption; between 12 and 15%
lower”, while he feels that Bell Equipment’s exhaust emissions system competes favourably
with that of Caterpillar, as well as in fuel consumption.
For the past three years, he explains, Bell Equipment has not sold into Liebherr’s rental
fleet in Europe, or to the OEM directly, since the agreement with the German OEM expired.
The impact on sales has been off-set by an increase of Bell equipment sales into Russia,
which, according to André, constitutes a significant amount: “Between 18 to 20% of our total
output, goes to Russia,” he confirms. “Nevertheless, we maintain a good working relationship
with Liebherr, using its distribution network in Germany a good deal,” he adds.
André believes that being specific to assembly – having all parts available, all the time – poses
a logistical challenge for Bell Equipment Germany. “With parts coming from as far afield as
South Africa, as well as other suppliers, the logistics involved is immense.”
The lion’s share of spares and parts is held in Alsfeld, Bell Equipment’s European logistics
centre – servicing as far afield as the Scandinavian countries in the north; Russia in the east,
“even into Siberia”; to the south of Spain and north Africa – with Eisenach holding about
€7-million worth in parts, specifically for use on the assembly line.
Bell differentiators
The Bell ADT is designed to be as light as possible, without compromising strength and
reliability. “For example, we don’t use the much heavier, cast-iron or die-cast parts, instead,
we use structured components, literally manufactured from sheet metal,” André explains. He
continues, “Unlike other OEMs that have a vast basket of products to focus on, we are able
to focus intensely on improving our ADT range, which is carried out at the Richards Bay plant
in South Africa.”
He points out that the innovations throughout the new ADT E-series have ensured that the
product differentiates itself from the opposition, adding, “The front axle, for example, is now
on an A-frame, compared to the current D-series. With the E-series, we introduced Allison
transmissions and fuel consumption is now markedly improved.” The E-series has also seen
an increase in bin capacity, which André believes sets the product on a par with competitors’
machines. “Coupled with the lower fuel consumption, this gives a better power to weight
ratio,” he comments.
He says that the European market favours the 30 and 40-ton models, with a 50/50 split.
“Since January this year, we have taken on business coming out of Canada – where we have
a dealer,Wajax, with an existing footprint through the country – and from the USA, where we
have Bell Trucks America (BTA),” he says and adds that Bell has already delivered 40 of a 55
truck order, into the US.
“Bearing in mind that this only relates to the large trucks as, from January 2014, we will be
able to sell the entire product range into the US.”
Bay 7:
At this stage, the ADT is self-driven
and coupled up to the trucks behind it,
which it then pulls forward into the next
bay as it rolls off the line.
A variety of tyres are optional, depending
on customer requirements and supply,
including: Michelin; Bridgestone
and Goodyear.
After passing through the decal bay
where the distinctive Bell logos are put in
place; undergone PDIs; had paint work
touched up and finally washed; a row of
Bell ADTs stand ready to be taken on a
drive around the 1.1km test track, before
despatch to client.
