China-based elevator manufacturer IFE Elevators launched a South African branch in March, partnering with local industry players to bring its technology to the South African market.

Speaking at the launch, Lift Inspectors Association of South Africa executive chairperson Sanjeev Singh said, historically, there had not been much competition in the local industry, however, this was starting to change, which was a positive development.

He noted that while the South African market was small, it was a free market and companies had to take advantage of that.

Also speaking at the launch of IFE South Africa, CEO Clive Nortman said IFE’s products were ideally suited to meet the local elevator industry’s needs.

“The biggest conundrum in the South African market at the moment is price versus quality, there are a few lift companies out there but they charge such a prodigious price that it is unaffordable for a lot of people. We are going to come in and beat the price and aim to satisfy those demands,” Nortman told Engineering News.

He stated that IFE South Africa expected to be able to undercut the current local mar- ket price by about 20% with products imported from China, which met international standards.

He said it was important to note that although the products would be manufactured in China they would be installed in South Africa using local labour.

“We are aiming to empower South Africans and grow our labour force,” Nortman stated.

He explained that for IFE South Africa’s first few projects employees from IFE China would travel to South Africa to train the local labour force, thus, transferring the skills.

As the company became more established in the local market, Nortman said, it would look to moving some of the minor part manufacturing to South Africa.

“Components such as doors, buttons, and some of the steelwork, could potentially be manufactured in South Africa,” he said, adding that elevator motors, however, required in-depth knowledge and specialised factories and, therefore, it would not be feasible to produce them locally.

“[Therefore,] we will never produce the complete solutions locally, but we will be looking to move some of the supply over to South Africa [at a later stage],” Nortman said.

IFE had a range of elevator products avail- able, however, IFE South Africa would initially only supply the group’s Metis elevator, which was a standard building product with a gearless machine, Nortman said.

IFE South Africa already had two projects lined up in the Johannesburg central business district, he pointed out, adding that the products for these were currently being manufactured and installation would start as soon as possible.