Just over a year after assuming the exclusive dealership of BULL skid steers and backhoe loaders, Babcock reports that the range has gained significant traction in a competitive South African market. The quick growth is a culmination of concerted efforts by both the dealer and the principal to offer a rugged product that is backed by a solid aftermarket regime.

Despite the competitive nature of the market, with over 24 suppliers contending for market share, backhoe and skid steer loaders remain the ‘picks and shovels’ of the yellow metal equipment market in southern Africa. To provide context, available industry figures show that the backhoe loader market ranges between 1 600 and 1 700 units per annum, with skid steer loaders in the region of 300-350 units per year, based on CONMESA figures for the past 12 months.

Having taken over the exclusive distributorship of the BULL backhoe loaders and skid steers in July 2023, Babcock has already sold more than 100 backhoe loaders, propelling the company to the top five bracket in a such a cutthroat marketplace. Mark Senyard, Product Manager – BULL at Babcock, credits the quick growth to a combination of a good product that has proven its mettle and the commitment by both Babcock and BULL to create a conducive environment for market share growth.

Babcock support

Under Babcock, BULL customers have experienced new levels of aftermarket support. Working closely with its customers, Babcock has a proud history of sales and servicing of construction equipment that spans more than six decades. Over the years, the company has built its business on the back of its aftermarket offering, including parts as well as service and maintenance contracts.

“The BULL brand has proven its capabilities over many years in the local market since its debut in 2017. Under the stewardship of Babcock, it has gained even more traction, leveraging Babcock’s widespread support infrastructure across the region, as well as an existing strong customer base in new markets such as quarrying and mining. We are also probing new markets such as agriculture to further grow our market share,” says Senyard.

OEM support

BULL regards South Africa as an important growth market and has committed to working closely with Babcock. To put the matter into context, the Indian-headquartered original equipment manufacturer (OEM) has appointed an executive with a dedicated focus on the South African market.

In his capacity as Senior Manager – Sales and Marketing International Business at BULL, Nitin Bojappa is responsible for South African and Brazilian markets. This appointment, says Senyard, speaks volumes about BULL’s commitment to the welfare of its South African dealer and customers. In October this year, Bojappa spent two weeks in the country, conducting training sessions with Babcock sales personnel and visiting customers in Johannesburg, Cape Town, Bloemfontein and Durban.

Growth appetite

From the very first meeting between BULL and Babcock executives, Senyard says it was clear that the principles and ethos of the two businesses were very much aligned. Both Babcock and BULL also share the same growth appetite. As a norm, Babcock has always distributed products at the top end of their market segment, which is one of the reasons BULL was a good fit for the company.

With a long background in the manufacture of tractor attachments, BULL first ventured into the backhoe loader market back in November 2011 with the launch of what is said to be the world’s first 60-horsepower hydrodynamic backhoe loader.

Owned by the longstanding AV Group, BULL currently has the capacity to manufacture 6 000 backhoe loaders per annum, catering for more than 62 countries in the world. To date, BULL is the youngest and fastest growing backhoe loader manufacturer in the global market.

To give an idea of its success, for example, the company has over the past decade gained significant market share in India, the biggest backhoe loader market in the world, where some 45 000 units are sold every year. In just over ten years, BULL has become the second biggest backhoe loader supplier in India, by volume, and the OEM seeks to replicate its home market success in southern Africa.

The range

Currently, Babcock offers a single BULL skid steer model, the AV490, in two variants – a typical canopy version and one with a fully enclosed cab and air conditioner. In 2025, the company will start offering a high-flow pump version, which gives the machine an extra edge when working with high-flow attachments such as sweepers and augers.

In addition, Babcock offers three backhoe loader models – the HD76, the HD 96 and the larger HD100 – in five different variants. The HD76 comes in a General Purpose (GP) configuration only. The HD96 and HD100, confirms Senyard, are offered in two different versions – GP and Multi-Purpose (MP). In an MP configuration, the machine comes with a clamshell bucket, fold-over forks and an extended dipper.

“One of the competitive edges of the BULL range is the world-class componentry. For example, the HD76 and HD96 are powered by a Kiloskar engine, while the HD100 is driven by a Perkins engine. These are proven motors that most of our local customers are familiar with in South Africa. Other well-known components include the Italian-made Carraro transmission and Casappa pumps. These are complemented by the reputable Danfoss braking system and AKG radiators,” says Senyard.

Another major growth factor in the local market is the ruggedness of the machine. Due to a strong frame, the BULL backhoe loader is probably the heaviest in its size class. For example, the HD 96 GP is about 350 kg heavier than most of the competitive products in its size category. Apart from the inherent durability and reliability, this results in more downforce and reduced wheel spin during operation.

“Due to the heavy nature of the machine, it is able to carry slightly larger buckets. The majority of backhoe loaders in the market come with a front bucket size of 1,1 m³, while the BULL machine comes with a 1,26 m³ bucket. The machine also benefits from a slightly higher dump height, which helps when loading bigger trucks. Due to a powerful engine and better hydraulic performance, the HD76 offers 15% more bucket breakout force than some of the closest competitors in its class size. With these features, we have a product that will continue to challenge for a sizeable share of the market,” concludes Senyard.