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Embracing the needs of the broader outdoor lifestyle sector to reach new target audiences www.campworld.co.za
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Enhancing Sales through Strategic Investment
Offering the most diverse range of caravan and camping products in South Africa, Jurgens Ci plans to expand its product range in line with a continuous improvement strategy driven by the changing needs of its customers Writer: Emily Jarvis • Project Manager: Arron Rampling ince entering the trailer market and finding its feet in Australia, South Africa’s largest caravan manufacturer and wholesaler, Jurgens Ci, has been able to significantly expand its customer base and achieve sustainable growth levels. This is all while remaining focused on delivering a quality end product in line with the changing needs of its customers. Formed more than 60 years ago by the Jurgens family, who immigrated to South Africa from the Netherlands, the wholly-owned subsidiary of Imperial Holdings has benefitted from diversifying its revenue streams, resulting in enhanced sales of camping accessories and equipment along with rapid sales growth in the trailer segment; in addition to its existing caravan business comprised of high quality, well-known brands including Jurgens, Sprite, Gypsey, Wilk and WJ Motorhomes.
“In 2008, after the Imperial Holdings acquisition the previous year, we began to make inroads into the trailer segment, identifying the luggage, offroad and camping trailer sectors as key new revenue stream areas. Jurgens Ci has rapidly gained market share and commands a 15 percent share in the former. It is now the leading brand in the latter two, commanding more than 35 percent market share,” recalls Bradley Salters, Managing Director of Jurgens Ci.
Local dealer network
Offering the most diverse range of caravan and camping products in South Africa today, through a franchised dealer network comprised of close-to 40 Campworld stores, Jurgens Ci’s position in the market is made all the more impressive by the Company’s adherence to European manufacturing standards, along with the relevant health and safety regulations.
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AL-KO TRAILCO PTY LTD
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s part of the global AL-KO Kober Group, AL-KO Trailco Pty Ltd is a leading manufacturer and distributor of a comprehensive range of products for the trailer, caravan and motorhome markets in South Africa. AL-KO is best known for its high quality axle range, brakes and suspension products. We also supply a wide range of couplers, accessories, chassis and agricultural components. AL-KO delivers high quality of service to its customers and the South African head office and main manufacturing facility is located in Vereeniging, with further factory outlets in Cape Town and Durban.
www.alko.co.za www.al-ko.com Aerial view of the Jurgens Ci factory in Ga-Rankuwa
Salters highlights: “By mirroring highly efficient manufacturing processes and technologies from overseas, we are proud to be the only volume producer of caravans in Africa offering a current product range of 14 caravans and eight trailer models ranging in price from a R12,000 trailer, all the way to a R800,000 motorhome. “Essentially, through our dealer network, we have a full service offering from luxurious caravans, right down to small camping torches in addition to South Africa’s premier tent and camping equipment brand, Howling Moon.” In order to maintain this dominant market position, the Jurgens Group operates a continuous improvement strategy that involves monitoring the changing needs of customers and requirements of the target market. With a product range very much focused on the broader outdoor lifestyle sector, the Company is able to demonstrate its deep industry understanding and apply this to its brands in the most relevant
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...through our dealer network, we have a full service offering from luxurious caravans, right down to small camping torches in addition to South Africa’s premier tent and camping equipment brand, Howling Moon
way possible. Salters further details: “Product is key to maintaining our competitive advantage. In South Africa, we have a dedicated product design and development department at our two manufacturing facilities that work closely with both planning and production to ensure that the final products we create are as productionfriendly as possible. The Company also employs a number of engineers who look at ways of optimising our efficiencies and, to this end, we have installed a second laser cutter and a steel punch. This has enabled us to produce components for trailers and chassis quicker and more efficiently.”
Enhanced product range
Following the launch of the quickto-set-up canvas Wizz Tent last year, Jurgens Ci has big plans to both enhance its existing product range and launch new products in 2016. “Many of our existing caravan
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LIVING FOR QUALITY AL-KO’s functional and reliable automotive and trailer components provide optimal driving safety and excellent driving comfort. High-quality product solutions like axle systems, brakes, couplers, and innovative caravan accessories are designed in Germany and guarantee controlled and safe transport and enjoyable driving. AL-KO is your reliable partner in SA and worldwide. Please find more about us on
www.alko.co.za | www.al-ko.com info@alko.co.za or phone 016 421 4791
SPRITE TOURER SW R235,200.00
SUGGESTED RETAIL PRICE
SP EC I F I C AT I O N S 2 double beds (large side main bed and double bed that turns into a dinette) Waeco 110L (12/220V) Fridge Freezer Outside stove and hatch with crockery 25L cold water pump Inside wash-up basin
20L microwave Outside gas stove (12V) Tyres: 215/75/15 Gross Vehicle Mass: 1450 kg (requires a vehicle with Towing capacity above 1450 kg)
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berth caravan that offers a side, the Company plans toilet and basin on the to build on the initial inside, and a shower success garnered from head on the outside the recently launched with a geyser. As Wizz Tent by designing a result of listening different sizes, as well to our customers, as further accessories, Bradley Salters, Managing Director, Jurgens Ci we now offer a small to enhance the usability TENTS brands are to receive a facelift,” caravan with all required of the product. Alongside says Salters. “For example, the services that can also be this will be the launch of the three caravans in our Sprite range used in free-camping.” Howling Moon Luna tent, a hard will receive new interior colours as To cater for families and bigger shelled pop-up rooftop or trailer tent. well as an easy to use awning that is groups of campers, Jurgens Ci’s plans “Our ability to introduce affordable permanently mounted to the outside. to launch the Safari XTC steel-based products of a high quality that meet our Additionally, the Sprite Tourer four berth caravan. This is a customer needs will solidify our position models will receive new relatively niche luxury in the market,” confirms Salter. interior colours, canvas product that combines furniture, doors, bigger clever engineering Australia expansion fridges and some minor and canvas tenting Since entering the Australian exterior changes.” for a quick and easy caravan market in 2009, Jurgens has “The biggest change setup for the more leveraged the efficiencies of its main is in the Tourer SP, which adventurous campers. manufacturing facility in Ga-Rankuwa, has been reconfigured On the tent and near Pretoria, for the supply of all CARAVANS into a comfortable, two camping equipment major components necessary for
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assembly. This is complemented by locally sourced appliances to prepare the caravans for delivery to a national network of dealerships. This supply and distribution model has proved extremely efficient to date, with a total of 18 dealers across Australia, four of which sell Jurgens’ Caravans exclusively and the remaining 14 forming part of the Company’s franchised dealer network. “Australia in particular is a key growth market for Jurgens Group. As we supply a large amount of the base product from South Africa, growth in Australia enhances both businesses. Combined with the high demand for our Howling TRAILERS Moon products in the UK, Europe
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and Australia, Jurgens He concludes: “As we already is well-positioned have extensive market to continue coverage, our focus therefore entrenching itself will be on improving our in these markets, existing product range as while exploring well as the replacement of further export current ranges with entirely opportunities when new models designed MOTORHOMES the time is right. We from the ground-up. Our also have specific plans commanding position in the in Australia to strengthen RV market has already resulted in our growth here over the next 12 some very successful supply chain months,” Salters explains. partnerships - including NCS Resigns, Dometic, Al-Ko, Hulamin, Tiger Wheel Future growth & Tyre and Alko Trailko - which we will With a strong leadership team continue to nurture going forward. that takes into account the local “Lastly, export opportunities South African B-BBEEE staffing will play a key role in growing our initiative, Salters believes that business further, which is why we have Jurgens Ci’s current activities made sure to invest in all the right will determine the Group’s international manufacturing processes long-term stability in the and quality standards to make our caravan, trailer, camping and brands stand out wherever we may accessories markets. expand to.”
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JURGENS CI (PTY) LTD Ga-Rankuwa Industrial Park Cnr 2nd & Main Street Ga-Rankuwa 0208 South Africa T: +27 12 797 7300 | F: +27 12 797 7314
www.campworld.co.za | www.howlingmoon.co.za | www.jurgens.com.au