Twenty years and still going strong

Elliot Tractor Works, a repair and maintenance centre for all makes of tractors, was launched in 2004 on the outskirts of Elliot in the Eastern Cape by Craig Davidson and his father, Francis. Two decades later it has diversified to include a sales and manufacturing division despite numerous challenges. 

- Mike Burgess

According to Craig Davidson, his greatest achievement since launching the Elliot Tractor Works (ETW) with his father, Francis, is having attracted enough satisfied customers to remain in business for 20 years. “It’s a real achievement when your customers become friends and you are able to keep the doors open for two decades,’’ he says.

What is more, these achievements were attained against the odds. For example, ETW was launched with very little access to capital and in near-derelict buildings. Furthermore, poor municipal services including no running water, increases in steel and spare part prices, load-shedding, COVID-19, a stuttering South African economy and even civil unrest has made for a very challenging business environment.

PART OF THE COMMUNITY

But not only has ETW grown, it has diversified into a remarkable business due to word of mouth. Today it’s part and parcel of the fabric of the broader Elliot community. “Every agricultural business in a small town evolves with the support of its customers. You need the right suppliers and to be trustworthy.’’

The buildings include a tractor repair and maintenance centre; a manufacturing centre and a spare parts division, and has an array of agricultural equipment for sale. This is the world of long-term employees Vian Strydom and Patrick Jusaya, who are highly skilled and crucial to the success of ETW, but even they are undoubtedly still subject to Craig’s ruthless attention to detail. ‘’One needs to walk the workshop just like a farmer needs to walk his farm,’’ Craig insists. “I spend a lot of time watching and giving input to what is being done in the workshops.’’

THE ROAD LESS TRAVELLED