Growth markets in Africa
Based in South Africa, Wacker Neuson serves the entire sub-Saharan region.
Wacker Neuson has already been represented in South Africa for more than 30 years. The company has had its national headquarters in Johannesburg since 1980. A subsidiary was opened in Durban in 1985 and the third subsidiary was opened in Cape Town in 1987. Today, all sub-Saharan countries are served from South Africa. With the growth, the brand awareness also increased and Wacker Neuson became synonymous with rammers and equipment for soil compaction. The equipment for concrete compaction has also become firmly established in South Africa.
The experiences from the extreme application conditions for construction equipment and compact machines in South Africa helped to align the group's products to the toughest conditions. These product improvements led to Wacker Neuson becoming synonymous with vibratory rammers. It is an important factor, because the vibratory rammers. is the most commonly used working equipment for compaction on African construction sites. In the traditional product division of soil compaction, Wacker Neuson is still one of the market leaders.
Eugene Brown, Managing Director of Wacker Neuson South Africa and Regional President Africa: “We have been the market leader for excavators and we will not allow ourselves to be ousted from this position. We have no direct competition for all-wheel steer wheel loaders, but were nevertheless able to secure a significant share of the market for wheel loaders.”
Markets with Potential
Wacker Neuson is already represented by distribution partners in Namibia, Botswana, Zimbabwe, Mozambique, Ghana, Uganda, Nigeria, Kenya and Tanzania. The current hot spots in the region are Nigeria, the Democratic Republic of the Congo, Zambia and South Africa. South Africa plays an important role as a hub for procurement and logistics for most African countries. Nevertheless, the country is currently in a difficult phase, because the competition from other African countries is growing. Nigeria would like to become the hub for trade, industry, petrochemistry and logistics in West Africa and is tapping into new business fields.
In the Congo, the focus is on the mining industry. Zambia has vast mineral resources and is also one of the few African countries where large scale agriculture is promoted. In the region of Solwezi in the interior, the expansion of the copper belt is being promoted. These are projects that offer opportunities to use compact machines and construction equipment by Wacker Neuson, for example in processing, maintenance and environmental management. In Zambia, there is also a market for wheel, skid steer and telehandlers from the group. The wide product range and the diverse application areas offer the best conditions for future growth.
Republic of South Africa
|Official languages:||Afrikaans, English, Southern Ndebele, isiXhosa, isiZulu, Northern Sotho, Sesotho, Setswana, Siswati, Tshivenda, Xitsonga|
|Currency:||South African rand|
Interview with Eugene Brown, Regional President for Wacker Neuson Africa
Eugene Brown has been responsible for Wacker Neuson businesses from South Africa to the sub-Saharan zone since January 2013. He has been with the company since July 2012, but has been working in the construction industry since 1998. His motto: Nothing comes from nothing and hard work DOES pay off.
Since January 2013, you have been the Regional President for Wacker Neuson Africa. What are your plans?
In principle, we are very well positioned, especially in the areas of compaction and concrete technology, and were also able to more strongly assert ourselves against the competition with wheel loaders and other compact machines.
One goal, however, is that we bring our products even closer to the customer. That is easier said than done, because South Africa alone is a very big country. For the customer, it is not feasible to visit a branch 650 kilometers away. In addition to South Africa, I am responsible for all countries in the sub-Sahara, where a huge potential is slumbering. Here, it will be our task to find and establish the right dealers and distribution partners for Wacker Neuson. Our future success will primarily depend on how well we are able to better position ourselves here. Another success factor is my staff, who is available to the customer as a reliable problem solver.
What are the most important products for your market?
The traditionally strong segments of soil and concrete compaction are our best-selling areas. But they are under fierce competition, especially compared to the competition from Asia. Incidentally, this applies to all African countries south of the Sahara, especially South Africa, Mozambique, the Democratic Republic of the Congo, Nigeria and Ghana. The offer of compact construction machines is very important, whereby the focus here is on wheel loaders, excavators, telehandlers and skid steer loaders. In the past three years, we were able to achieve a great deal in the region, but there is still a great deal of potential.