Superior Industries has revealed the key reasons behind its latest acquisition, which will benefit the Australian market.
Superior Industries knew it wanted three key elements when it scoured the market for a vertical shaft impact (VSI) crusher.
It needed a brand with a strong reputation, good people and a quality product.
It found all three aspects in the heart of America’s southwest at CEMCO’s New Mexico headquarters.
The storied manufacturer is seen as one of the VSI crusher originators in North America, started by the Hise family more than six decades ago.
Superior Industries has finalised the acquisition of CEMCO in recent months. The deal will see CEMCO, its VSI crushers and a 147,500-square-foot (13703 square metres) manufacturing facility come under Superior Industries ownership.
“VSI crushers seem to generate a lot of brand loyalty in people; they know what they like, and they like to stick with those,” Poppe said.
“The CEMCO brand is extremely popular, it has a large following, and people trust it and know it will work.
“When you add all of those together, we’re excited to bring the CEMCO VSI crushers to our customers in Australia.”
FULL PORTFOLIO
Superior Industries has its roots in bulk handling with its Telestacker conveyor that became popular for its design and durability.
However the Minnesota-based original equipment manufacturer has been equally as prominent in the aggregate industry after building up its crushing, screening, and washing equipment portfolio.
The CEMCO acquisition brings another VSI crusher to complement the company’s existing crushing and screening products.
Poppe said the VSI crusher is the perfect machine for cubicle-shaped crushing, especially road base.
“CEMCO is a pioneer and originator in the VSI crushing industry. It has a great name and a well-accepted VSI product, which was vital for us.
“It will allow our customers to access all their processing and handling equipment from one place.”
Superior’s Cemco VSI can process various materials from diverse industries. According to the company, its clients use the crusher for everything from fractured gravel to cubicle products to manufactured sand and precious metals recovery.
Its interchangeable chambers allow for several rotor and anvil configurations for application flexibility. The hydraulic lid lifter provides quick access for routine inspections and quick maintenance while the rotor assembly is replaceable or can be rebuilt in the shop.
OVERSEAS IMPACT
Many quarries saw lead times and delays become a regular occurrence during the COVID-19 pandemic as supply chain issues permeated across the globe.
Superior Industries, which has been in the Australian market for about a decade, has tried to be proactive to ensure its products meet reasonable lead times.
A crucial part of Superior Industries’ proactive approach moving forward is the transition of CEMCO’s sprawling New Mexico manufacturing facility.
The site will become the home for all of Superior’s VSI crushers and increase the stock of critical components and portable plant manufacturing by about 40 per cent, according to the company.
The facility will increase Superior Industries’ manufacturing capacity, which Poppe said will help decrease lead times for customers in America and overseas markets like Australia.
Superior Industries has established its presence through dealership agreements with 888 Crushing and Screening Equipment in Northern Territory, Southern Australia, Western Australia, and Tricon Mining Equipment in Australian Capital Territory, New South Wales, Queensland, Tasmania and Victoria.
“The industry is red hot with demand at the moment, and we want to help our customers take advantage of this opportunity,” Poppe said.
“With this acquisition now, we can offer international customers all the processing and handling products from one company, so they’re integrated products and a direct line if you need us.
“We’ve doubled down on our customer service over the last couple of years and have strong dealers in Australia.
“They’re focused on ensuring your product works right, runs as expected and lasts for a long time.”
LEGACY
CEMCO has established a worldwide clientele since it ventured into crusher manufacturing in the 1960s.
At the time, workers were left frustrated by the shortcomings of crusher technology and set about building a durable crusher.
The design has withstood the full toll of the aggregates industry. One of its T-70 crushers only recently had its tub body replaced after 26 years of full-scale production, while the first-ever CEMCO crusher remains operational at a New Mexico site.
Poppe said it was essential for Superior Industries to maintain the CEMCO legacy. The company has set about maintaining the Hise family legacy under the new acquisition. Superior will use CEMCO’s name as a trademark for its VSI crusher range, while members of the Hise family have agreed to stay on board as workers with Superior.
Superior Industries president Jason Adams has already announced plans to double the workforce at the New Mexico facility with local people.
“It’s crucial to maintain that family feel to our operation, and that’s what we found with CEMCO; you walk in, and their employees are so welcoming and hard-working with great customer service,” Poppe said.
“Those are the type of people who work well in our company, and that was something we were looking for in the acquisition.
“Our purpose is creating opportunity through innovation for our customers or communities. This move will help our customers deliver on the industry’s demand.”•
For more information, visit superior-ind.com
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