Mid-level wheel loaders make impact
Barloworld SEM celebrates first anniversary
Wheel loader dealer Barloworld SEM has taken the tough economic environment and stiff competition head on to and its first operational year on target.
Barloworld SEM was launched on October 1, 2008 to sell mid-level wheel loaders manufactured by SEM, a Caterpillar subsidiary in China, into Southern Africa. The new company has shown that even in bad times there are opportunities, says Godfried Heydenrych, CE of Barloworld Handling South Africa.
Barloworld SEM forms part of the Barloworld Handling group of companies.
“SEM wheel loaders have been delivering on performance, reliability and cost of ownership, giving us a strong marketing platform in the construction, mining and quarrying industries,” says Heydenrych. “We have also expanded our focus to include agriculture, a move that paid dividends when the industrial market took a dip.”
A key driver of the company’s success has been the ability to leverage synergies within Barloworld Handling to secure a strong countrywide footprint, thus limiting the risks often associated with capital equipment in the lower-price category.
As a subsidiary of Barloworld Handling, Barloworld SEM uses the Barloworld Handling customer support network, which includes a countrywide service centre network established for Hyster lift trucks. Structures were also in place from the beginning to ensure high parts availability and manage warranty issues.
“In addition, twenty Barloworld Agriculture dealers were appointed as SEM sub-dealers, opening up new opportunities in the agricultural market.
Barloworld Agriculture distributes Massey Ferguson, Challenger and CLAAS, and SEM has proven a good fit for these top brands, particularly among cattle farmers and feedlots,” says Heydenrych.
“The company will also open branches in Angola and Mozambique next year in order to better service its cross-border customer base.”
Product rollout
The current SEM wheel loader line-up ranges from the 47 kW SEM 616 to the 162 kW SEM 658, with bucket sizes ranging from 0,9 to 3 m3. In response to market request, Barloworld SEM is introducing three important new add-ons. Customers will now be able to fit a quick-coupler attachment, which comes standard with fork and bucket, to the SEM 639, while a 4,5 m3 coal bucket is available for SEM 658 models. A joystick can also be installed for extra operator comfort and efficiency.
Continuing its product expansion in 2010, Barloworld SEM will introduce a roller early in the year, and also launch a new B series.
“Caterpillar has said that it sees the SEM brand as a primary platform for middle-market expansion in China and that it is considering other purchases or joint ventures to increase Caterpillar’s penetration into this market segment. This will be of direct benefit to Southern Africa, since it will enable us to offer an expanded product range meeting the SEM promise of supplying a cost-effective quality alternative that delivers a great return on investment,” says Barloworld SEM operations manager, Brandon Arnold.
In the latest product support development, operational and service manuals have been made available to end-users via the Barloworld SEM website.
Barloworld SEM
Tel: (011) 898-0000
Contact: Brandon Arnold
Email: barnold@barloworld-sem.com
