Bell AF Mining and Construction

2nd Edition 2024

Published: 21 November 2024

Inside Track

Dear Customers

These first eight months at the helm of Bell Equipment have been exceptionally busy as I’ve travelled extensively to connect with as many of our various operations as possible, including several Bell South Africa branches and, most importantly, our customers.

These visits have reinforced what I’ve always believed: our strength lies in the relationships we build and the trust we earn from those we serve. With this in mind, there is a focus on building our Bell relationships stronger by re-instilling our core values of honesty, integrity, respect, and unity. I have challenged our Bell Team to step up, contribute to a positive customer experience, and operate with a sense of urgency because you, our customers, are the reason we exist, and we have a collective responsibility to ensure we exceed your expectations.

While the unprecedented demand of the past two years has started to normalise, we are excited by the growth opportunities ahead. The easing of global supply chains has improved product availability, which means we are better positioned to meet customer demands with efficiency and reliability.

Some of the highlights this year have been the launch of new and innovative products. The introduction of the new JCB 3CX Backhoe Loader has been met with enthusiasm, and we’re equally thrilled about the Motor Grader, currently in the pre-production phase at our factory in Richards Bay, which is set to launch in 2025. These developments, alongside our Bell Equipment Trusted Alternative (BETA) Parts offering, underscore our commitment to providing comprehensive solutions that cater to every customer need.

In South Africa, we’ve witnessed a significant moment in our nation’s history with the elections and the formation of the Government of National Unity. While cautious to express political views, we are optimistic that these developments will lead to meaningful changes that benefit our country, our economy and our people.

Looking ahead, I am filled with optimism. We are building on a solid foundation laid down over seven decades, and with the continued support of our dedicated team and you, our loyal customers, I am confident that we will continue to grow and thrive.

Here’s to building an even stronger future together.

Yours sincerely

Ashley Bell

Group Chief Executive Officer