Heavy vehicle components Bobruisk

HEAVY VEHICLE COMPONENTS

This year the Belarus-based company Bobruisk, one of the most recognised regional manufacturers of tractor parts and units, marks seven decades of activities. Vanja Švačko spoke to Mr Vasil Tsaryk, deputy director of marketing and sales, about the big steps forward the company is taking to conquer foreign markets.

The Bobruisk Plant of Tractor Parts and Units (BZTDA) is a large agricultural enterprise which started as a small workshop for tractor repairs at the end of World War II. Taking advantage of modern technologies opened the opportunity for the company to reorient towards new lines and to expand its portfolio. Today the company is part of the Group Minsk Tractor Works (MTZ) and manufactures spare parts for different tractors under the brand MTZ. Additionally, since 2007 Bobruisk has been offering its own compact tractors Belarus-320 and utility vehicles based on that model.

The company’s portfolio consists of tractors, equipment and spare parts for tractors. The main model Belarus-320, together with its eleven modifications (in basic cabin design, engine power, usage of attached equipment etc.), has a wide range of applications and is used mostly in agricultural and construction industries. It has high fuel efficiency and performs to the highest standards under diverse conditions. The company produced 2700 units in the last year alone.

The number of spare parts manufactured, such as wheels for agricultural machinery, is increasing steadily over the years (around 1500 original parts for Belarus tractors) and has mainly been produced on its own premises. Mr Tsaryk explained, “Half of our products end up within the MTZ Group. From the remaining half of our portfolio, 60 per cent covers spare parts and 40 per cent tractors.”

The company has over 3000 employees and is present in around 50 countries. It has a large international network of dealers considering the fact that its products are in a high demand all over the world.

Growing output

In order to respond to ever increasing market changes, Bobruisk identifies and prioritises strategic objectives that cover the expansion of production capacities and modernisation of its export-oriented portfolio. In the last two years the company made huge steps forward, especially in production and sales of wheels, entering more intensively Russian and Ukrainian markets, as well as strengthening its domestic presence.

“When it comes to wheel production,” stressed Mr Tsaryk, “we are currently introducing new equipment for colouring wheels that is going to be implemented at the end of 2015. Although very expensive, this

change is in line with our strategy of increasing manufacture to up to 50,000 wheels per year, which will further reinforce our exports.”

The year 2016 is expected to begin with the implementation of two generator transistors, as well as a new robotic line for welding steel wheels, which will mark the end of a lucrative five-year investment plan to modernise the plant.

Market expansion prospects

Although Bobruisk is continuing its steady export to neighbouring markets (CIS, Poland, the Czech Republic, Germany, Romania, Bulgaria, France, Serbia etc.), the last couple of years has seen the company actively researching and cooperating with new markets in east Asia and Latin America. Countries to which the company sold its products in 2013 doubled in number from 23 to almost 50. As a result of developing new models of tractors and sending pilot batches to potential clients, the company has initiated successful partnerships with Vietnam, Cambodia, Cuba, Nicaragua, Peru and Mexico.

Mr Tsaryk stated, “We are also strongly present in Sri Lanka, Taiwan, Laos and some other countries with our new products. In fact, new model modifications are part of the projects that comply with our clients’ demands. We are customising them according to their preferences. For example, Belarus-321 was developed particularly for Vietnam, while offering Belarus-421 to Cambodian agrarians resulted in a contract for the supply of 250 new units. The next big step for us is working with Maghreb and other African markets for which we intend to modernise some of our models.”

Just recently Bobruisk took part in ‘Sahara-2015’, the international agricultural exhibition for Africa and Middle East, in Egypt. On that occasion the company exhibited a new model of universal compact tractor, Belarus-350, especially made for the African, Asian and Latin American markets.

This year the company sent its first tractors to Australia, marking the beginning of an important collaboration with its first Australian partner Diverse Engineering (WA) Pvt. Ltd.

Staying afloat

The best way to stay current and to make its products more recognisable among potential clients is to take part in international exhibitions. In October this year alone Bobruisk has four major exhibitions on its agenda (in Belarus, Russia, Romania and Kazakhstan). The company is planning to introduce the tractor models Belarus-422, -622 and -320.

“Exhibitions give us a great platform for finding new partners and exploring different market segments in which we could get involved. Each and every exhibition contributed to an increase in our exports. For example, as a result of our presence in ‘Sahara-2015’ the interest of our partners in Africa, especially its southern part, has rapidly grown. We are interested to supply not only to countries where our products can find the most applications, but also to those in which our products can be fully utilised for the development of agriculture,” concluded Mr Tsaryk. n

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