Bell rings the changes with new product range

Following the ending of talks that could have resulted in a change of ownership, South African ADT manufacturer Bell Equipment is set to start marketing wheel loaders, dozers, backhoe loaders and potentially even mini-excavators.
Ownership of the company remains with the Bell family and a new business model has now been developed which sees Bell strengthening its alliances and broadening its offering.
However, the episode affected customer confidence in its home market and, coupled to a 17% strengthening of the South African rand squeezing US export margins, Bell posted a pre-tax loss of almost £370,000 in the first half of 2004. With the cautionary notice withdrawn and the rand falling back, George Wilson, director of the UK operation, said the trading situation is now much more positive.
"We are now growing our alliances with John Deere and will be bringing Deere wheel loaders and dozers to the UK," he said.
According to Wilson, Bell is exploring manufacturing Deere's wheel loaders and side-shift backhoes in South Africa and will explore expanding its branded excavator range to include minis.
John Deere will also start assembling ADTs in the US. These actions, coupled with Bell's new assembly plant in Germany, will lessen its dependence on the rand, Wilson said.
In the past year Bell has seen profit drop 71% and in the six months to the end of June it recorded a pre-tax loss of £368,000.
"We are increasing imports of third-party products into South Africa and we are looking at increasing the sourcing of European manufactured components for our German assembly plant," said Howard Buttery, Bell Equipment chairman.