In the dynamic world of heavy equipment and industrial solutions, TDX stands out as a company deeply rooted in New Zealand’s landscape, yet with an eye firmly on global innovation. We recently sat down with Joe Gradwell, General Manager Sales and Marketing at TDX, who offered a comprehensive look into the company’s journey, its unwavering commitment to customers, and exciting future prospects.
From Trans Diesel to TDX – A Rebrand for a Sustainable Future
TDX’s story is one of evolution, marked by a significant rebrand from its original name, Trans Diesel. This strategic shift, undertaken five years ago, was driven by the accelerating global move towards sustainability and electrification. “When we started we were all about transmissions and diesel engines. Today we deliver so much more for our customers, so there was a need to rebrand and reposition ourselves, as technology, innovation and sustainability become a bigger part of how we deliver.”
The company, now celebrating 45 years in business, needed a name that reflected its heritage while embracing the future. The solution? TDX. “Transmission and Diesel was kind of a nod to the past in the history,” Gradwell notes, “while the ‘X’ signifies eXperience, the part we bring to the relationship by leveraging our global brands”.
This rebrand was a resounding success. “It went very well and it was well received by customers, well received by our people, it went probably better than expected,” says Gradwell.
Safety First – A Core Value
Safety isn’t just a buzzword at TDX; it’s a fundamental value. “We’ve got six overall values and safety is one that is core,” Gradwell emphasises. The company has invested heavily and is currently rolling out a critical risk management programme. In addition, they even produced a video to gather staff feedback on safety glasses usage, highlighting their collaborative approach to workplace well-being.
A Portfolio of Power – Leading Brands and Local Expertise
TDX boasts an impressive portfolio of world-class brands, with Volvo leading the charge. Other key brands include Yanmar, one of New Zealand’s most popular compact excavators, Shell for B2B lubricants, Kohler, and Perkins.
What truly sets TDX apart is its “local know-how.” Gradwell explains, “We have a lot of people that have been here 30 plus years”, bringing invaluable understanding of customer businesses and local conditions. This expertise allows them to find a way to solutions rather than just saying no.
Customer Proximity: A Network Built for Support
In an industry where some competitors are centralising operations, TDX remains committed to a decentralised, customer-first approach. With 18 branches across the country (17 company-owned) and three distribution centres, they prioritise local presence. This strategy ensures that customers can get parts “same day”, a stark contrast to competitors who have become further away from the customer with limited centralised models.
Their commitment is backed by a substantial investment of $20 million in parts across the country and a team of around 100 factory-trained technicians, with 70% working in the field. This infrastructure allows TDX to normally respond to a customer often within a minimum of two hours.
Embracing Innovation and Electrification
Looking ahead, electrification is a key focus for TDX and Volvo CE. The electrified JL120 wheel loader is already performing exceptionally well, and future models are set to deliver even greater advancements, with the new batteries offering a 25% increase in capacity, and a 50% increase in life, within a short 18-24 month period. The first of the large-format Electric EC230 Volvo Excavators has also arrived in New Zealand, with trials due to start soon.
TDX is also a global leader in connected services too. Their adoption of Volvo’s Active Care machine monitoring system has been so successful that TDX piloted features and shared best practices with Volvo globally, with an impressive 45% of machines sold having service agreements and 81% of Production Plus machines connected.
Why Choose TDX?
Customers choose TDX for a combination of factors:
- Unrivaled Support: A comprehensive support network and quick response times across New Zealand.
- Superior Product Quality: Volvo’s reputation for operator comfort, safety, and fuel economy is a major draw. As Gradwell puts it, operators can “sit in this machine all day and I get out and I feel like I could go and do another shift”.
- Total Cost of Ownership: While not always the cheapest upfront, the long-term value, fuel efficiency, and reliability make Volvo products a smart investment.
- Partnership Approach: TDX and Volvo actively engage with customers, quickly resolving issues and standing by their products.
“We always want to stand by our customers and make sure we get a good outcome,” .
Gradwell affirms
With an anticipated 88 new models either recently launched or coming to market in the next 24 months, TDX is poised for an exciting future, continually offering innovative solutions and maintaining its position as a trusted partner in New Zealand’s industrial landscape. Their blend of global vision and local dedication truly keeps New Zealand going.
