A leading Belgian company has developed a niche in trading, including the official distribution rights in northern, central and western Africa for Hitachi construction machinery. Founded in 1991, Demimpex initially started importing and exporting car parts for owner Phillippe de Moerloose’s brother in the Democratic Republic of Congo. As part of the SDA Group, the dynamic company has since expanded into other distribution channels and territories through its subsidiaries for selling cars, construction and agricultural machinery. For example, after striking its first Hitachi deal (for ten Euclid dump trucks) in 2003, Demimpex quickly signed contractual rights to become the “master distributor” for Hitachi in 20 African nations. “Our strategy is to operate through a network comprised of independent national distributors and Demimpex-owned branches,” explains Demimpex’s Head of Equipment Distribution Division Bernard Wackers. “We learn about each market and implement professional training and other standards using our knowledge and expertise.” When entering Morocco in 2005, Demimpex formed an agreement with Hitachi sub-dealer Berenger. The family-run company was founded in 1927, but was taken over by Groupe Premium in 2008. As a result of the takeover and its direct relationship with Demimpex, Berenger is upgrading its national technical support network to meet the required standards. The sub-dealer’s head office in Casablanca covers Hitachi sales and technical support for central Morocco. The three other branches in Agadir, Tangiers and Meknès are sales offices, which benefit from mobile technical support teams equipped with service vehicles. “Our joint ambition is to ensure that Hitachi customers in Morocco receive all aspects of the Hitachi Support Chain programme,” adds Bernard. “Berenger offers a full line of equipment to the road construction contractors and quarry operations [see pages 32-37] which make up the majority of the Moroccan market, so there’s no doubt that we are in a very strong position.”
Source : Ground Control, Hitachi Construction Machinery (Europe) NV
