From Integrated Annual Report for the year ended 31
December 2024
Overview
While 2024 was a milestone year as we celebrated our
70th anniversary, it was a challenging one from a
business perspective. Despite the excitement surrounding
this achievement, we faced a global slowdown across our
key markets following the unprecedented post COVID
highs. What first seemed like a normalisation of market
demand turned out to be a more pronounced downturn in
some regions.
Northern hemisphere markets for our ADT are primarily
focused on construction and infrastructure development. We
saw a weakening in these industries, particularly in Europe,
towards the end of 2023 and planned accordingly for 2024. A
key contributor to this downturn was the failure of anticipated
infrastructure projects to materialise to the extent that
was originally planned, which may be attributed to global
conflicts and redirected government spending.
Our southern hemisphere markets, largely driven by mining,
cooled off more rapidly than expected during the second
half of 2024 due to an improvement in supply and lagging
demand for commodities driven by lacklustre growth from
some of the world's largest economies. The resultant decline
in mining equipment demand is expected to
continue in 2025.
During 2024, uncertainty surrounding
elections worldwide contributed to market
hesitation and delayed spending decisions.
In South Africa, we witnessed a significant
moment in our nation's history with the
national elections and the formation of
the Government of National Unity ('GNU').
We remain cautiously optimistic that these
developments will benefit our country, our
economy, and our people.
It is pleasing to note the significant
reduction in load shedding in South
Africa during 2024, though most
companies are now well equipped
to manage this when it does occur.
At our Richards Bay factory and
Jet Park sales operation, we
successfully commissioned our
grid tied solar power projects,
reducing our dependence on
the state power producer and
reinforcing our commitment to
lowering our carbon footprint
as an organisation.
In March 2024, we also
commissioned an 820kW
solar system at our Kindel
factory in Germany. This
investment supports our long
term sustainability goals
and makes financial sense
in terms of our own power
generation and as surplus
power is sold back to the grid.
While global demand for
yellow metal equipment slowed
considerably during 2024, global
supply chains normalised, resulting
in the highest inventory levels
seen across the industry since the
2009 global financial crisis driving
increased competition.
While there has been some improvement in South African
port and logistics efficiencies, we have had to maintain a
level of buffering on certain incoming componentry and the
Red Sea conflict is impacting transit times for our European
operations. On a positive note, the declining global demand
has resulted in a considerably more stable and responsive
supply chain in 2024, allowing us to work on reducing overall
inventory buffers to more manageable levels.
Throughout this period, our focus has been on consolidation,
expense control and cash preservation, and inventory
management through aligning production rates with
declining sales levels. At the same time, we have prioritised
cost containment directed at organisational efficiencies
and reinforced our production quality processes across our
factories and operations.
Operations and product development
Our South African dealership business, BESSA, remains an
industry leader in the distribution and support of equipment
solutions for mining, construction, and agriculture in the
country.
We have continued to strengthen our partner product
relationships within our owned dealership network, which
remain key components of our full line equipment offering.
Our Bell Zambia dealership, celebrating 30 years in 2024,
performed strongly, driven by commodities, most notably
copper. Meanwhile, our dealer support operation in
France will mark its 30th anniversary in 2025, adding to
Bell Equipment's 70 year legacy and 40 years of ADT
manufacturing in 2024.
Due to extremely challenging and unsustainable trading
conditions, we closed our Zimbabwe dealership in 2024 and
appointed an independent partner to represent us in this
country. In our experience, working through an independent
dealer allows us to provide better coverage and support to
customers in markets where areas are vast, and machine
populations are comparatively low. This is due to the synergies
found with dealers that have complementary product lines in
their stable, which enables them to manage through cyclical
market trends and drive high efficiencies and utilisation from
resources critical to superior customer support.
Since the outbreak of the Ukraine Russian conflict, our
business in Russia has been on pause and in 2024 we took
further steps to scale this operation down, disposing of parts
inventory and closing the warehouse, to contain costs.
Remaining personnel have been redeployed to support our
business in surrounding markets.
Demand for aftermarket products and services was lower,
which we attribute to reduced machine utilisation globally
due to sluggish economic activity - if machines are not
working, they are not using parts. Growing our aftermarket
business and lifetime revenue stream remains a strategic
priority. Leveraging telematics, we are working with our
customers and constantly looking for ways to enhance
our customer service experience by better supporting our
machines and customers in the field.
On the machinery sales front, there is an ongoing drive
to regain market share that was lost during supply chain
disruptions, while growth of our new divisions such as BHI, our
contract manufacturing division operating out of our Richards
Bay factory, and AMD, our new agricultural machinery
distribution division, is key to our group diversification plans.