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Bell appoints Wajax as its Canadian partner

Published: 15th November 2012
Source: Bell Equipment

South African heavy equipment manufacturer Bell Equipment has appointed Wajax Equipment as its distributor and dealer of Bell Articulated Dump Trucks (ADTs) in Canada with immediate effect; the first major step in the company's plans to re-launch the brand in the Americas after twelve years of providing product under another brand. 


Wajax Equipment is a leading first tier heavy equipment distributor in Canada, with over 32 locations across Canada, with Hitachi Heavy Construction and Mining Equipment being their core business. Hitachi is a common thread, also being Bell Equipment's distributor in the Asia-Pacific region.

Commenting on their appointment, Bell Equipment Group Chief Executive, Gary Bell said: "Canada is viewed as a strong ADT market, ranking in the top five largest ADT markets worldwide, so we are very  pleased to be associated with the Wajax Group and to have a strong partner to represent our brand and support our product in this territory. They are a well respected organization, offering new and used quality branded equipment, parts supply, rental equipment, after sales customer support and financing options. Wajax Equipment infrastructure, market performance and business culture are very well aligned with the Bell objectives for a distributor in Canada and we look forward to a long and mutually beneficial association."

Bell Equipment's Managing Director of Bell UK, Neville Paynter, who heads up the company's management of the Canadian territory, said that in accordance with marketing agreements already in place, Wajax will initially distribute the 35 to 50 ton range until 1 January 2014, where after the complete range of ADTs will be offered.

Said Paynter: "This is the first time our Canadian customers will have on offer our 50-ton truck. The B50, with its 50-ton rated payload, is the world's largest ADT. More importantly the solid reputation it has earned in harsh mining applications in Africa and Europe over the past eight years means the B50 brings a proven track record to this region.

"The Canadian market will be supplied Bell trucks from the company's German assembly plant. Production at this facility will increase next year to offer greater flexibility to accommodate our Canadian opportunities. Our flexibility will be critical to securing orders and delivering product on time," he said.

Importantly the trucks will be fitted with the Mercedes Benz SCR (Selective Catalytic Reduction) engine and the filter free Bell@dvantage system, to ensure compliance with emission standards and maximize fuel savings.

Bell Equipment, widely regarded as a global ADT specialist, not only has the largest ADTs and the widest range of ADTs in the world, but the company also has a tradition of pioneering industry firsts. Ground-breaking ADT innovations include standard onboard weighing, keyless ignition, HillAssist, Bin Tip Prevention, Auto Park Application (APA) and standard Turbo Spin Protection.

"Understanding that providing quality customer support is as important as providing a quality product, and to facilitate the smooth integration of our brand into Wajax Equipment, we will have technical and product management staff on the ground in January 2013. We also have a comprehensive training programme for Wajax staff, which starts in early December and includes parts and parts administration training, logistics, technical warranty and product sales training, as well as technical training by Bell Equipment factory representatives," he added.

Senior Vice President of Wajax Equipment, Brian Dyck said: "Bell ADTs are one of the world's leading truck lines for construction, quarry and medium duty resource applications and we are excited to offer our customers this new product. The Bell ADT is a perfect fit with our national Hitachi Excavator range and in line with our strategy to expand our product offering.

"Wajax estimates the annual size of the Canadian market to be at least 500 units, or $225 million. The geographic scope and capability of Wajax Equipment's Canada-wide distribution network were central factors in securing distribution rights to this world-class product line and we welcome the opportunity to represent Bell Equipment on Canadian soil."



In accordance with marketing agreements already in place Wajax Equipment will initially distribute Bell Equipment's larger trucks in the 35 to 50 ton range, including the B45D pictured here. the complete range of Bell ADTs will be offered after 1 January 2014.