Bell Equipment and John Deere end partnership after 20 years

SOUTH AFRICA – Bell Equipment is set to end its 21-year-old relationship with John Deere with effect from January 2023.

The South African Equipment company that has a global footprint with over 60 years of experience in the manufacture, distribution and support of material handling equipment to a broad spectrum of industries is set to end its relationship with the 180 year old Illinois, USA based agricultural and other machinery manufacturing giant.

Bell Equipment currently distributes a number of Bell-branded and John Deere products in certain markets in Southern Africa either through its own network or via sub dealers.

 Its main market is South Africa and has more than 150 offshore distribution outlets and dealerships.

Their machines are marketed, distributed and supported, both locally and internationally, through a wide network of branches and independent dealers.

In a statement released during Bell Equipment’s interim results, the company announced that “Based on changes in the operating environment of both companies, Bell and Deere agreed on the future of these distribution arrangements which has been in place for 20 years”.

 Bell will distribute Deere products until January 2023 and will continue to provide aftermarket, technical and product support to our customers for a further 10 years thereafter” the statement further added.

Bell Equipment will also transition from an exclusive to non-exclusive Deere dealer arrangement from March next year.

Bell Equipment reported revenues of R7.8B for the 2019 financial period, a 3.8 % increase from 2018 financial results though operational expenses increased by 15.7 % during the same period.

It is not clear whether John Deere will appoint another distributor for its equipment for the Southern African country or opt for setting up own distributorship.

Outside of South Africa, John Deere has presence in Kenya which serves East Africa region.

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