19
IRN JANUARY 2014
R
ental companies are always looking for
products developed specifically for the rental
market, but that general rule seems even
more important for power generation, where it is now
almost essential to supply dedicated rental products.
That is clear not just from the success of companies
who have developed rental-friendly models – such
as SDMO with its Rental Compact range – but also in
the actions of a major player like Cummins Power
Generation, which has seen the need to develop an
entirely new range of products for the European
market if it is to match its success in the North
American rental sector.
The case of SDMO, the Brest, France-based
manufacture owned by Kohler, is instructive, with
its Rental Compact range up to 550 kVA giving it a
big push in Europe’s rental market and particularly
the UK, where A-Plant and Speedy have added 425
and 550 SDMO sets, respectively, to their fleets in the
2011-13 period. Last year Cramo also adding the
French-built generators to its range.
Although the rental line is now complete – there is
insufficient volume in larger sizes to merit the ‘Rental
Compact’ treatment – the company continues to
develop the products. Next on the agenda is a range
of Rental Compact machines for developing markets
where Stage IIIA (or in the US, Tier 4 Final) engines are
not required. Look out for these products this year.
SDMO’s approach to the rental market – sales to
which now represents between 6 and 7% of its total
€500 million revenues – has also influenced its parent
company Kohler, which in 2012 took the decision to
close its internal power rental company in the US and
focus instead on selling generators to rental.
In fact, Kohler is now using SDMO’s distinctive rental
canopy for its new range of Tier 4 Final sets, and also
for some of the sets that Kohler sells to the rental
sector in Asia. (SDMO has responsibility for Europe,
Middle East, Africa, Mexico and South America, while
Kohler’s market territory is the US, Canada, South
Asia, Asia Pacific and Australia/New Zealand.)
Sales confidence
“We are quite confident of increasing the 6%...for
sure we will find success with the new range for Africa
and the Middle East”, says Philippe Forest, SDMO’s
communication manager. France accounts for 20% of
all SDMO sales, with 58% going outside Europe.
In Europe, meanwhile, the company continues to
refine its rental range. Late last year it announced
several modifications, including an extension of
maintenance intervals in four of the range – the
R66C3 to R135C3 – from 500 to 750 hours. This, says
SDMO, will reduce the cost of ownership over a five
year period by between 19 and 23%, depending on the
model. This has been developed in cooperation with
engine supplier John Deere.
In addition, SDMO says it has analysed warranty
claims since the introduction of the rental range in
Power generation is a
truly dynamic market,
with growing rental
markets, new technologies,
expanding rental companies
and fierce competition.
Murray Pollok reports.
Compact enough?
Kohler is now using SDMO’s Rental Compact
canopy design for some of its Kohler branded
genset sales in Asia and the US.
Cramo was among the European rental companies to invest in
SDMO’s Rental Compact units in 2013.
Scott Strudwick, business director, global rental at Cummins
Power Generation.
POWER
SDMO has invested over
€
14 million in its production facilities in Brest, France, since it was acquired by Kohler in 2005.
Pictured is the massive Kergaradec II plant in the town, where a major extension was opened in 2012.
