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BEDFORD
Page 76
Page 77
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TOP FOR POP AMBIM by David by David Lowe, minstTA, WHY should a German soft drinks manufacturer choose to operate British vehicles in the face of competition from a variety of German-built vehicles? And why should a large and successful German heavy-vehicle distributor be interested in taking on a dealership for British vehicles — with all its inherent problems —when he could have more easily developed his existing franchise for German-built vehicles?
I found the answers to these questions on a recent visit to Germany when I had the opportunity to talk to Herr Hovelmann, proprietor of the soft drinks manufacturing and distribution company, and to Georg Schmitz, a MAN and Bedford dealer.
Hovelmann of Duisburg is one of Europe's largest manufacturers and bottlers of non-alcoholic drinks under its Rheinperle label and also distributes products for other manufacturers. Some 80 vehicles are operated by the company distributing 80 different bottled drink products to the tune of more than 50 million bottles per year in 1971 with a 20 per cent increase expected in 1972.
The vehicle purchasing policy of the company in recent years has been dictated by a number of factors other than that of specific selection based on first choice. For one thing the company had, during this period, expanded considerably as the result of a number of acquisitions of smaller firms and naturally had to take, and continue to operate, the vehicles owned by those firms. Another reason was the general trend in the business away from retail sales direct from vehicle to consumer and towards deliveries of larger orders direct to retail shops, cash and carry outlets and wholesalers. This trend had necessitated the use of a different type of vehicle than had been used previously.
Standard makes The Hovelmann fleet currently consists of a mixture of Bedford, MAN, Magirus-Deutz and Hanomag Henschel vehicles but with a predominance of Mercedes-Benz. Payload capacities range from 2 to 25 tons. Mr Hovelmann's future policy is, however, to
try to standardize both in terms of vehicle make and payload capacity. His operating experience has shown the Bedford to be the best vehicle in its particular class so this will be one of the standard makes and Mercedes will be the other in weight classes both below and above the Bedford.
Fifteen Bedfords are currently included in the fleet, all plated for operation at 7.4 tons gvw. At this weight a payload of 4 tons can be carried — which is particularly suitable for the deliveries on which these vehicles are employed — and yet the vehicle remains outside the scope of the German equivalent of our hgv driving licence scheme which applies to vehicles of 7.5 tons gross and over.
I asked Mr Hovelmann: Why do you use Bedfords? What competition is there in this class? It appears there are two Mercedes models, the four-cylinder 808 at gvw of 6.5 to 7.5 tons, and the six-cylinder 811 at 7.49 tons gvw, plus two Hanomag Henschels also with a choice of fouror six-cylinder engines and MAN and Magirus-Deutz models. The principle objection to Mercedes-Benz, which is otherwise rated as a first-class vehicle, is the price and the high unladen weight which considerably reduces payload within any given gvw but particularly at these lighter weights. The Bedford, on the other hand, is reasonably priced, offers a better payload capacity and has proved to have a good record for reliable operation.
The first Bedford joined the fleet in 1966 on a trial basis after Mr Hovelmann had discussed the subject with a fellow soft drinks manufacturer in the Netherlands who was using Bedfords with some success. Since then the Bedford fleet has progressively increased in size and no small amount of credit for this is due to Herr Schmitz, the dealer who supplies the vehicles and provides a first-class service and spares back-up.
This progress, however, has not been completely free of problems despite the benefits of a 10 per cent initial cost saving and reduced operating costs. Drivers found the steering generally heavier than they were used to with German vehicles and the cab was found to be somewhat lacking in comfort and a bit old-fashioned. Five years ago, the vehicle was considered first class in these respects but there had been too little change by Vauxhall Motors during this period compared with big strides forward made by German manufacturers in general and Mercedes in particular.
Herr Hovelmann felt that it was time for Vauxhall to make a change but he acknowledged that it was not necessary to try to emulate Mercedes or MAN which, by offering almost luxury cabs, were pricing themselves out of world markets. Even these manufacturers, he thought, would have to offer standard cabs at reduced prices to meet competition.
Another aspect which it was suggested reduced Bedford potential was shortage of engine power. While the existing power unit in the 7.4 tons gross vehicle adequately met the German legal requirement for a power-to-weight ratio of eight bhp per ton when the vehicle was used solo, it inhibited its use with a drawbar trailer.
If it were able to draw a trailer this would increase the attraction of the vehicle among a nation of operators renowned for their inclination towards lorry and trailer combinations. This is, of course, the reason why Mercedes-Benz and Hanomag Herschel both offer six-cylinder power unit options on vehicles of gross weights well below the weight range at which a British operator would look for that size of engine.
Despite these criticisms Herr Hovelmann still feels that for his operations the Bedford fills a particular niche better than any other vehicle — and after all nobody expects perfection in a commercial vehicle — and he is determined to stick with it.
His company is one of Europe's largest manufacturers and distributors of products for which his and neighbouring countries have the reputation of being the world's biggest consumers -the average German consumes 70 litres of non-alcoholic soft drink and 144 litres of beer annually. Bearing this in mind, and with his membership of a European consortia in this industry which is pledged to mutual consultation, sharing of experience and bulk buying he is well situated to influence an ever increasing use of Bedford vehicles in Europe as a whole and Germany in particular, for no reason other than his satisfaction with their operational performance.
During my visit to Duisburg, I met Herr Heinz Jacob, General Motors Deutschland Gmbh district manager, who deals solely with Bedford vehicles in Germany. Mr Jacob told me that General Motors (the Vauxhall /Bedford American parent company) started selling Bedfords to the German market in 1964 and currently about 1000 vehicles had been sold to German operators.
10 dealers
Initially, sales were made from a West ierman Bedford sales department but in 966 a franchise was given to about 30 stablished dealers. These were mainly Opel ar specialists but some were heavy vehicle pecialists holding franchises for other' navy vehicle manufacturers. Georg chmitz was one of these, holding a MAN istributorship and operating a large ommercial vehicle repair business.
ledford spares
Herr Schmitz has proved to be the most uccessful Bedford dealer in Germany with n annual sales figure of about 40 vehicles nd having sold about 140 vehicles since aking the franchise. He has devoted a ection of his workshop exclusively for iedford service and repairs and has a eparate, well laid out spare parts store arrying about £20,000 worth of stock for se Bedford EGM 7.4-ton-gvw model — the nly one currently sold in Germany — and bout £12,000 worth for the CF van which being sold in increasing numbers to ierman operators.
Herr Schmitz is not only a Bedford ealer but acts as a Bedford parts /holesaler. Most German Bedford dealers rder parts through him resulting in a 1971 arnover of £112,500 on parts alone.
Most of the Bedfords sold by Herr chrnitz were chassis assembled at the lenersd Motors Antwerp plant but recently c has received a number of UK-built chides — to the same specification — fhich have come across via the ferry to iremerhaven. The Antwerp-built vehicles amply fully with the stringent TUV ierman vehicle technical control resiftons while imported vehicles have to be onverted by Herr Schmitz to meet these egulations.
Among those items which have to have articular attention in, this respect are the river's seat which must have not only iteml movement but also vertical and rake djustrnents; headlamps and rear lamps lust be separately fused and the fuses oused in the cab; the exhaust system must rovide an outlet on the left side at in angle
45 degrees; nothing — and particularly wing eyes — must project beyond the rout bumper; an air brake, pressure
indicator as well as a failure warning buzzer must be fitted; and all glass in the cab must be laminated and appropriately marked. .
Herr Schmitz makes the necessary changes to the imported Bedfords when he receives the chassis. A far superior driving seat is fitted replacing the standard Bedford seat, much larger driving mirrors — similar to those fitted on the big MAN vehicles — are also fitted. The wiring system is converted to meet the requirements and generally improved. Towing eyes are removed and re-sited under and behind the front bumper and the exhaust system is also re-sited.
Why, if he has to carry out all this conversion work, does Herr Schmitz bother with the dealership of a foreign vehicle? His answer was that he was confident that there was a bright future for Bedfords in Germany and he wanted to be in at the start of it. He had set his stall out to become the best Bedford dealer and had achieved this. So far as the actual product was concerned he was convinced of its quality and appeal to operators within a certain weight class; but he felt that it was on the assembly and accessories that a let-down occurred. However, he was overcoming this by the conversion work and the first-elass service facility which he was offering to Bedford users.
Hovelmann, for example, does none of its own servicing. Herr Schmitz sees to that through his company, including preparation for the annual test which all goods vehicles over 2.8 tons gvw are required to undergo. In addition to this annual test by government officials it is also a legal requirement for vehicles to have half-yearly inspection at the dealerships to ensure brakes, steering and such like are in order. This half-yearly inspection has to be recorded in the vehicle control book which is shown when the vehicle goes for its annual test. Besides these checks the police are very keen on vehicle checking particularly for overloading, tyre condition and driver's control books.
Quick deliveries
Herr Schmitz is very keen to promote the sates of Bedfords and has even gone to the lengths of appointing a salesman exclusively for this purpose and, at the time of my visit he had eight chassis in stock, paid for and at his own risk in order to provide quick deliveries. He is looking forward to the time when General Motors will offer the complete Bedford range in Germany.
Apparently, Vauxhall technical staff have been to Germany to make an appraisal of the European market and Herr Schmitz is looking forward for positive results from this venture in a few years' time. He believes the product can be sold in Germany provided the manufacturer approaches the task with the right attitude of mind, namely to be successful, and really sets out to provide the vehicle that the operator wants and can operate within the regulations.
Bedford, he feels, should have little trouble because the very name is looked upon in Germany as being one associated with quality and reliability. Many people can recall British troops being driven in Bedfords as the allies advanced during The Second World War, and after the war many operators were glad to get their hands on surplus military Bedfords.
With the enthusiasm of Georg Schmitz and the support of Heinz Jacob of General Motors success seems assured: and once Britain enters the EEC they will both be looking to Vauxhall Motors for some positive response to demands for a wider model range directed specifically at the German market.