Customer-centric approach delivers results

The Bowman family has been synonymous with the knuckle boom crane industry since the early 70s, when John Bowman Snr, the company owner and Managing Director started his career as a crane salesperson. An entrepreneur at heart - and an opportunist willing to take risks – he set the course for Bowman Africa securing multiple agencies through the years to cater for various crane applications and solutions. According to his daughter and company Director, Karen Bowman, it was this multi-franchise innovation and customer-centric approach that made Bowman Africa indispensable to the crane industry. “Bowman Africa today still represents multiple franchises, offering a solution to every crane requirement,” she says pointing out that it is not just about delivering a crane to a customer, but rather a solution that increases efficiency and productivity while also reducing material handling costs. Having joined the company in her early 20s, Karen has been mentored and trained in all things crane and customer service conducting business much like her father – with dedication and a focus on customer care. “As a full hydraulic equipment supply and consulting company, we hold expertise in all aspects of truck mounted materials handling equipment and scrap processing and recycling equipment which stems from consulting to final delivery of products throughout the African continent,” explains Karen emphasising that Bowman Africa is a recognised brand with service and sales facilities spread across Africa. “Over 45 years we have developed strategic partnerships with global brands and hold exclusive agencies throughout the continent.” With an extensive portfolio including Bonfiglioli Truck Mounted Cranes, Bonfiglioli Scrap Processing Machines, Hidrokon Mobile Knuckle Boom Cranes, Atlas Brick Handling Cranes and Copma Truck Mounted Cranes, the business offers a wide range of cranes from 0,5 t/m to 345 t/m. “We endeavour to give our clients our best service at all times,” says Karen. “We do all business with an honest approach, as we value the integrity of this historic company and believe that in dealing with our clients in this way, we will uphold our excellent reputation in the marketplace.”

Following the outbreak of the global pandemic and then the subsequent war in Ukraine, the past two years have not been easy on businesses. “Before Covid and the war equipment was readily available and delivery times short. We were able to hold stock of a variety of makes and models,” says Karen. “The Covid pandemic and now the Ukrainian war has, however, created havoc with suppliers of vehicles and equipment from Europe. Material shortages resulted in delivery times having doubled and even tripled in some instances.” This was not only a localized problem but worldwide with shortages affecting all manufacturers of equipment and vehicles across the globe. At Bowman Africa, much effort has gone into meeting clients’ needs during these turbulent times. “Through exceptional relationships with our customers, we were able to establish their requirements and purchase date timelines, enabling us to order the correct stock at the right time thereby eliminating delays as much as possible.”

According to Floris De Jager, Bowman Africa’s General Manager, a developing trend is that customers are increasingly opening up to new brands. “The market is very price sensitive and brand loyalty has suffered. We are also seeing that refurbishment of older equipment is very popular. This is due to shortages and, of course, price. There is a real opportunity at present in the second-hand market and refurbishment of equipment.” But, he says, despite these trends firm favourites do remain. One of the international equipment suppliers that Bowman Africa represents in South Africa is Hidrokon, manufacturers of large knuckle boom cranes with capacities from 90 to 345 ton meters. “These cranes offer versatility in that they can serve as a mobile crane as well as a conventional knuckle boom crane and offer exceptional horizontal lifting capacities which is what machine moving and rigging companies need, especially in low roof height environments like factories,” says Floris. “We supplied the first 165 ton meter crane more than 10 years ago and multiple units since then. We have found over the years that South Africans are slow to adopt new technology and methods, however, through perseverance and active focused marketing, the tide has turned for this

conventional knuckle boom crane sales, it has seen an increase in sales of specialised crane offerings. This is attributed to the focused approach taken within specific segments in the crane industry. “We have spent time making clients aware of, and educating them on alternative and more effective technologies,” explains Karen. “The outlook is very positive at this time. We are looking forward to the current upward trajectory continuing at the same trend.”

equipment and we are seeing more and more serious enquiries for this type of crane. We have just secured an order for the first Hidrokon HK 240 L 7 a 240-ton meter crane with a reach of 28 meters lifting 5 tons at that distance. At 8 meters this crane lifts 27 tons. This will be the largest knuckle boom crane on the African Continent.”

Whilst the business has remained consistent in its She says the benefits of using Bowman Africa are clear. “We have extensive experience in the industry having represented multiple brands, knowing each crane’s strengths and weaknesses. We also have vast technical knowledge and we are solutions driven.”

+27 (0) 11 822 1211, sales@bowmanafrica.co.za, www.bowmanafrica.net