Capital Equipment News March 2018

BAUMA CONEXPO AFRICA REVIEW – EARTHMOVING EQUIPMENT

On an upward trajectory Key investments into aftermarket support capabilities have seen Ever Star Industries turn around the fortunes of the Shantui brand since taking over the local dealership some three years ago. Testimony to the success of the customer-centric approach is the recent global excellence award from Shantui, while eight machine sales during bauma CONEXPO AFRICA reflect the brand’s upward trajectory in southern Africa. By Munesu Shoko

H aving a good product is one thing, and being able to offer crucial backup and parts support once the particular product is operational in the field, is quite another. Based on a clear understanding of this notion, in 2014, Shantui abandoned its subsidiary approach in southern Africa and appointed Ever Star Industries (ESI), the local distributor of Powerstar trucks in the region, as its authorised dealer. The move allowed the brand to leverage ESI's strong 15-dealer network across the region, complemented

by the distributor’s financial strength to keep a sizeable inventory of parts to better service Shantui customers operating across the region. Three-and-a-half years later, the move has already paid strong dividends, according to Dirk Poley, national sales manager – Yellow Equipment at ESI. Speaking to Capital Equipment News at the recently-ended bauma CONEXPO AFRICA, Poley pointed out that a strong share of the local bulldozer market, growing customer satisfaction, a recent bronze award from Shantui in China

and increasing machine sales, are key indicators that Shantui is on an upward trajectory in the local market. Poley also reiterates that the recent success at bauma CONEXPO AFRICA 2018 reflects the hard work ESI has put in reviving the fortunes of the Chinese brand in the local market. “We concluded a total of eight deals during the show, and this reflects the level of confidence local southern African customers have in the brand,” says Poley. “A total of eight machines were sold at the show. These included three SD16 dozers and three

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