BELL EQUIPMENT Bell Equipment KEEPS THE BENCHMARK HIGH
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THE METEORIC RISE OF BELL EQUIPMENT IS FAR FROM COINCIDENCE; FROM HUMBLE BEGINNINGS, THE STRONG ETHIC AND PASSION FOR INNOVATION HAS DRIVEN THE C TO THE FOREFRONT OF THE INDUSTRY
WRITTEN BY STAN JACKSON PRODUCED BY CHRIS GIBBONS
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Bell Equipment
Bell Equipment
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HEN IRVINE BELL SAW vulnerability in the machines he used to harvest sugar cane in the 1960s, his approach was to build a whole new class of machine to do the job. Utilising emerging hydrostatic technology and borrowing hydraulic motors from an old motor grader, his prototype three wheeled loader was granted a patent. The innovative streak in Irvine Bell, coupled with the pursuit of design perfection, is a talent not lost on the current crop of Bell Equipment employees, whose dedication to the industry puts the business well ahead of the competition. Marc Schürmann, now Managing Director of Bell Equipment Europe and in his 18th year with the company, believes that Bell Equipment’s continued dedication to R&D, as well as placing the customer at the heart of its operations, remains key to the success of the business. “The customer is truly at the centre of our business
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Marc SchĂźrmann, Managing Director
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Chepstow Plant International - UK brick quarry
model”, says Schürmann. “We deal with all of our clients on a personal level. We’re a family orientated company; that’s what we started as and it’s what we continue to be. What that means to us is that we are flexible, with a decentralised decision making system, culminating in excellent customer relationships.” The confidence which Schürmann holds in the ability of Bell Equipment is the result of a justified assuredness in the products it provides.
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“We have developed the most technologically advanced Articulated Dump Truck; it is the most efficient, the safest, most ergonomic and lowest costing in the world. Our customers are aware of that fact, which is why we are so keen to demonstrate our products; we are incredibly proud of what we have achieved.” STRATEGIC GROWTH
“The design philosophy is always technology led, as well as being customer informed. I think that
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Bell B40D operating at Hartsteinwerke Burgk (HWB), Germany
this approach allows us to create the optimum vehicle for our clients, � explained Schßrmann. The first Bell Articulated Dump Truck appeared in 1985 and the 25 tonne model was a resounding success. The original type was soon expanded into a full range, including lighter, faster models as well as the flagship 40 tonne capacity truck. By 1989 the company had grown to 1,650 employees, almost half of its current level of 3,500. Today, the Bell Articulated Dump Truck range
We are what we repeatadley do. Excellence, then, is not an act, but a habit. Aristotle
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MORCK ENGINEERING ENTERPRISES CNC & MC Maching & General Engineering Components, Fabrication and Steelwork 14 Livingston Rd, Unit6, Pinetown P.O. Box 679, New Germany Telephone: (031) 702 0630/29 Fax: (031) 702 5171 Cell: 082 375 4404
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www.morck.co.za
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Bell factory - Eisenach, Germany
has again expanded, breaking new ground with the mining-focused 50 ton capacity B50D. To complement its own product range, Bell Equipment has partnered with global equipment manufacturers to provide customers with a comprehensive range of machines in the construction, forestry, mining and agriculture industries. In 1999, the strategic partnership with one of the world’s largest equipment manufacturers - the John Deere Company – provided the financial strength for
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Bell Equipment to realise it’s goal; to be the world’s premium Articulated Dump Truck supplier, and the equipment brand of choice for the African continent. “By partnering with customers and suppliers we have been able to grow from humble beginnings, where Irvine Bell, from his tiny engineering works, inspired the search for a better way.” Bell Equipment’s main asset is its staff. Whether in R&D, where a large proportion of
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Bell aim to be the equipment brand of choice for Africa
re-investment is put to use, or in sales or customer relations, Bell ensures that all of its staff measure up to the high standards Bell has set. “We are always trying to define targets and have a constant system
of auditing. We are a company that is always reviewing what our aims are to ensure that we are on track and that we are putting our efforts to best use. There is a fantastic level of communication within the company due
Bell Equipment
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to regional management principles.” Training at Bell is completed at the highest level. Not only do engineering employees have to have an in depth knowledge of Bell’s products, but they also have to have the ingenuity to improve upon them and breach new levels of quality; THE INNOVAT after all, when you work IRVINE BELL, COU for a company at the top PURSUIT OF DESIG of its industry, there is an IS A TALENT N expectation to be a leader in THE CURRENT development. EQUIPMENT E “We have a formal apprenticeship system and, in fact, we deliver the highest number of qualified workers to our industry market in South Africa. At higher levels we undertake performance reviews for staff to ensure that programmes are on track and to keep motivation levels at their highest possible point.”
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FUTURE GROWTH
Bell Equipment has weathered the recent economic storm by sticking true to its principles, however, like any good organisation, it has adapted to the change. “We have downscaled in some areas and we are looking at alternative TIVE STREAK IN revenue streams. We have UPLED WITH THE maintained a positive GN PERFECTION, attitude throughout the NOT LOST ON recent downturn and have CROP OF BELL used it as an opportunity EMPLOYEES to connect to customers even more. “We have also redesigned the relevant products to ensure that new emissions standards are met; it means improved benefits and lower running costs for our customers.” For Schürmann, the task now is to expand in Bell’s
Bell Equipment
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current markets, and to breach new territories at the same very well at the moment, but there are always ways we ca From humble beginnings in Zululand, Bell Equipment h world’s foremost manufacturer of Articulated Dump Truc quality throughout the vehicular industry. afbr
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STATISTICS
Name: Bell Equipment Industry: Articulated Dump Truck Products: Articulated Dump Trucks
Bell’s flagship B50D
e time. “We are doing an improve.” has risen to become the cks, and a benchmark of
Founded: Early 1954 Headquarters: South Africa Key People: Marc Schürmann Revenue: N/A Employees: 3500 Website: www.bellir.co.za
Bell Equipment 13 – 19 Carbonode Cell Alton Richards Bay 3900 South Africa T: +27 (0) 35 907 9111 E: riaanv@bell.co.za www.bellir.co.za
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