The South African motors market is vulnerable to inferior-quality products, as end-users have become extremely price-orientated in their buying strategies, says electrical, automation and mechanical products and equipment supplier Elquip Solutions MD Mike Cronin.

He notes that when end-users start to buy equipment based on price, rather than quality, it leaves the door open for substandard products to enter the market.

Such inferior-quality products are often branded with unknown names and quickly become unreliable, Cronin adds.

He advises consultants and original- equipment manufacturers (OEMs) to make end-users aware of the benefits of using high-quality, reliable and familiar-brand low- voltage motors.

To help combat this problem and grow its business, Elquip has examined all aspects of the market, including the consultants that specify products, end-users which require replacement low-voltage motors and OEMs that manufacture superior products which incorporate low-voltage motors for industry, to ensure that the company supplies high-quality products to the market from only reputable sources.

The company will also continue to focus on expanding its national distribution network.

“There are still many opportunities for suitably qualified and experienced distributors in the country. We will continue to grow our distribution network by seeking out those distributors, throughout South Africa, and by seeking those that can ensure adequate stockholding and the ability to support the local market,” Cronin says.

He says Elquip will ensure it has sufficient stockholding to meet customer demand and that customers are assured of competitive pricing.
Given the challenge of having to compete with several well-established brands on the market, Cronin says the challenge for Elquip will be to gain acceptance from the market with regard to the company being serious about ensuring the ongoing availability of best-quality, low-voltage motors on the market.