The well-known Axiom Hydraulics (Axiom) was founded by the current owner and managing director, Neill Simpson, in 1963, the initial focus being the marketing of hose and fittings, with hydraulics being added in 1968.
The latter was an excellent business decision as the company was now able to offer complete systems to its clients. The business grew from strength to strength with the addition of exclusive distribution rights for Sundstrand Hydro Transmissions (now Sauer-Danfoss) in 1972, followed over the years with the addition of other world-leading manufacturers including Fairfield (torque hubs), Sun Hydraulics, Rotary Power, Sampo Hydraulics, Ausco Products and Asahydraulik. It also recently acquired distribution rights for Samhydraulik of Italy and will no doubt increase its range of product offerings in the future.
From a small beginning the company moved into expansive premises in Heidelberg Road, Village Main, in 1971 and it has remained in the same premises which it now owns, ever since. The premises are a large three floor building, the top floor housing the reception, offices and a large showroom. The second floor has been converted into a sophisticated workshop while the basement comprises the stores where more than R15 million inventory is held. As Fritz Kern (who looks after marketing) said "You can only sell it if you have it", otherwise customers will try your competition, so in the hydraulics business an extensive stockholding is imperative. The Head Office has a staff of some 22 people, and the culture of Axiom is such that nobody uses a title, allowing the company to operate in the same way as Sun Hydraulics where it is team work that allows 'Service Excellence', a way of life at Axiom.
Axiom operates countrywide and into southern Africa in general, its focus being both mobile and industrial machinery. Industries served include mining, construction and marine. In terms of the rest of Africa most of the business is indirect, the sales being made initially to local clients. To service the rest of the country Axiom has two 'distributors', these being Axiom Hydraulics (Natal) and Hydraulic Tools in Cape Town. These two companies are independently operated but Neill Simpson has a minority shareholding in each. Between them the three companies have 2000 m² of production and workshop facilities and more than 2100 m² of storage area. As an example of the growth in the business, Axiom Hydraulics (Natal) has modernised its facilities while Cape Town has moved to bigger and better premises. The Head Office will stay where it is with the premises being only two minutes from the M2 highway. All of the centres have recently improved its machining capabilities, making use of the latest computer software technology. The new range of products and these developments has also seen an increase in the number of staff.
One of the company's strengths lies in its intimate knowledge (built up from its years of experience) in producing complete packages for the mobile industry. A recent example of this was the Salt Harvester, which was recently built by ROV Durrant Engineering in Port Elizabeth. The demand was for a big machine that was better engineered. Axiom supplied the hydraulic motors from Rotary Power and Sauer-Danfoss pumps were used to feed the hydraulic motors. The 42 tonne harvester was propelled by three Fairfield torque hubs driving the tracks.
Axiom is not just a distributor but using components sourced from its principals it designs and manufactures hydraulic systems including hydrostatic transmissions, integrated circuits and manifold blocks. A specially tailored CAD program called Hydroman (from Dutch company Paro Engineering) has proved to be an outstanding asset. Axiom has also developed an exceptionally close relationship with Sun Hydraulics and has invested significantly manifold manufacturing technology. This includes CNC machines using Sun tooling, which together with the latest CAD software allows the company to design and manufacture manifold blocks in South Africa. The company has a staff of 10 countrywide who are involved in design and every company in the group has its own CAD seats.
In terms of the local designs Axiom will assist customers with specifications if necessary or will manufacture to existing designs. What is unique and sets Axiom apart is that designs created and systems produced remain the intellectual property of the specific customer. If another client approaches Axiom with a similar design it will be referred to the relevant company for whom the work has already been done. This puts Axiom in the unique position where it can effectively provide such services to its local 'competition' and these companies respect the integrity offered.
The production and workshop facilities are equipped with the latest in CNC machines with stations for grinding (both surface and cylindrical), broaching, hobbing and lapping. Besides original manufacture Axiom will also repair, recondition and service all the equipment it distributes in its workshops. Custom-made test benches are also available to allow the company to simulate field operations before delivery to the customer.
Axiom's principals
Sun Hydraulics (USA) is a recognised global leader in the design and manufacture of high performance screw-in hydraulic cartridge valves and manifolds. Its products provide control for hydraulic systems that are used in many types of industrial mobile equipment and machinery. Rotary Power (UK) has over 30 years experience in the design and development of high quality rotary pumps and motors and has had a close working relationship with Axiom for some 20 years.
Asahydraulik (Austria) manufactures oil coolers and accessories that are flexible and adaptable to any hydraulic system.
Ausco Products (USA) pioneered and patented the spring-applied hydraulically released multidisc brake in 1971. Today it is a market-leading supplier of brakes to the off-road and mobile equipment industry. Ausco Products has been associated with Axiom for almost 30 years and the local company has success fully applied its products in literally thousands of transmission applications.
Fairfield Manufacturing Company (USA) produces quality gears of all types in sizes up to 80 inches for leading manufacturers of agricultural equipment, construction machinery, mining machines, trucks and many other types of machinery. Fairfield is the largest custom gear manufacturer in North America.
Sampo Hydraulics (Finland) is one of the leading manufacturers of low-speed, high-torque hydraulic motors. Eighty percent of its production is for export and it is well known for the Black Bruin motor line. The company is also at the forefront of hydraulic motor development and it recently launched a new four speed shift-on-the-go version to complement its existing two speed motors.
The latest addition to Axiom's principals, although it has been using its products for several years, is Samhydraulik (Italy). This Italian company is a world leader in hydraulic transmissions and offers a full range of orbital motors and power steering units, axial piston pumps and motors for medium and high-pressure applications. Other companies represented include Guardex (drive couplings/spline billets), Sauer-Danfoss (hydrostatic transmission elements), and Zinga (oil filters).
Despite having 40 years under its belt Axiom intends to generate even more interest in its product line in the future. According to Simpson it is a well established fact that Axiom Hydraulics is constantly recognised by its customers for the contribution made to improving its performance and his objective is to ensure that it continues to enjoy this total customer satisfaction. Axiom will continue to make every effort to offer facilities countrywide, to provide customers with a good stockholding, to offer repair facilities and to implement engineering solutions as required. The company recognises that in this unique African environment solutions required are often different to the rest of the world and Simpson concluded by saying that Axiom will continue to endeavour to offer solutions custom-built to local needs.
The service provided by Axiom to local customers is also recognised by its many principals who intend to retain its long-term association with the local company.
"Axiom Hydraulics is a perfect representative for Sun. No one can remember receiving complaints from any customer in South Africa about delivery, pricing or technical support. They are a company of world-class people. We enjoy them and trust them implicitly. ...In short, Axiom is our favourite distributor" - Clyde Nixon, chairman, Sun Hydraulics Corporation, on the occasion of Axiom's 40th anniversary.
"Axiom is always very supportive when we have problems. It is also extremely customer aware and always does the right thing" - David Hazlehurst, managing director, Rotary Power.
For more information contact Axiom Hydraulics, +27 (0) 11 334 3068, [email protected]
Dr Maurice McDowell has many years' experience as a technical journalist, editor, business manager and research scientist. His third party analyses of world-class companies and processes, as well as his insight into industry and technology trends are well respected.
| Tel: | +27 11 334 3068 |
| Fax: | +27 11 334 4543 |
| Email: | [email protected] |
| www: | www.axiomsa.co.za |
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