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Tahar Bennadji, directeur général de Brandt Algérie “Le taux d'intégration de nos produits dépasse 80%” - Algerie360
Brandt Algérie ambitionne de devenir un acteur référent dans le domaine de l’équipement domestique en Algérie. La marque, en un laps de temps très réduit, s’est fait une place sur le marché algérien. Dans cet entretien, le directeur général de l’entreprise, Tahar Bennadji, revient sur le développement de la marque en Algérie, depuis le rachat de Brandt France par Cevital. Il évoque également le mégaprojet lancé à Sétif qui, à moyen terme, pourrait générer 7 500 emplois.
Liberté : Quels sont les développements de la marque Brandt en Algérie depuis son rachat par Cevital ?
Tahar Bennadji : C’est une bonne question. Permettez-moi, d’abord, de revenir sur l’opération de rachat de Brandt France par Cevital dans le cadre de sa stratégie de “co-localisation”. Brandt France était en dépôt de bilan. Cette stratégie a permis de maintenir les activités cuisson et la partie encastrable ainsi que la préservation de 1 200 emplois en France. Elle a permis, également, à l’Algérie de détenir un capital marque très important. En reprenant Brandt, Cevital a bénéficié de quatre marques de renommée mondiale, que sont Brandt, Vedette, Sauter et De Dietrich. Avec cette acquisition, nous avons pu accéder au savoir-faire de Brandt, fruit de décennies de recherche et développement, et de détenir, aujourd’hui,
1 200 brevets d’invention sur différents produits, sur les parties cuisson et lavage. En plus, nous avons bénéficié d’un réseau de distribution international à travers lequel on peut nous déployer rapidement sur les marchés extérieurs. Pour revenir à votre question, depuis le rachat de Brandt par Cevital et le lancement de l’activité en 2015 en Algérie, la marque ne fait que progresser. Nous sommes fiers d’avoir notre outil de production à Sétif, la première usine de 10 hectares, où nous produisons les machines à laver TOP, sacré Janus de l’industrie 2016 par le prestigieux Institut du Design Français. Le taux d’intégration sur ces machines à laver dépasse 80%. C’est un produit que nous exportons en Europe avec des volumes importants. Dans cette usine nous produisons aussi toute la gamme de produits que nous commercialisons actuellement : les cuisinières, les climatiseurs et les téléviseurs. Nous avons, par ailleurs, lancé un ambitieux projet que nous avons appelé projet 5M, qui s’étale sur 110 hectares, à Guidjel, à Sétif. L’usine est en construction. Sur le volet business. La marque, en un laps de temps très réduit, s’est faite une place sur le marché algérien. Elle est devenue une des marques les plus aimées par les consommateurs algériens. Nous sommes leaders sur plusieurs segments de marché. La marque s’est installée en tant qu’entreprise citoyenne qui tient compte des besoins des consommateurs et des familles algériennes, en pensant à l’éducation des générations futures. En 2017, alors que le marché de l’électroménager a connu un recul, Brandt Algérie a enregistré une croissance à deux chiffres. Ce qui n’est pas facile. Nos parts de marché progressent, également, entre 15% et 45%, selon les produits.
Vous avez évoqué le mégaprojet que Brandt Algérie a lancé à Sétif, voulez-vous nous donner plus de détails ?
La réussite de la première usine nous a ouvert l’appétit et nous a donné plus de courage, pour aller plus vite sur le mégaprojet. Le projet 5M fait 11 fois la taille de l’usine actuelle. C’est un investissement de près de
300 millions d’euros. Le projet devrait générer, à terme, 7 500 emplois directs et atteindre une capacité de production de 8 millions d’appareils électroménagers. L’année 2018 verra le lancement de la ligne de production de réfrigérateurs, d’une capacité de production d’un million d’unités, d’une ligne de production de machine à laver, dont la capacité de production est aussi d’un million d’unités. En 2019, d’autres lignes, de cuisinières, lave-vaisselles, de climatiseurs et de téléviseurs entreront en production. Notre objectif est d’atteindre, à moyen terme, une capacité de production de plus de 8 millions d’appareils électroménagers. Cette usine sera résolument tournée vers l’export.
Vous parlez d’exportation, Brandt Algérie a obtenu le premier prix d’encouragement du “Trophée Export 2016”, décerné par le World Trade Center Algérie. Avez-vous maintenu la même tendance en 2017 ? Quelles sont vos prévisions pour l’année 2018 ?
Brandt Algérie a obtenu le premier prix d’encouragement du “Trophée Export 2016”, décerné par le World Trade Center Algérie. Nous remercions World Trade Center Algérie pour cette distinction. Nous avons maintenu la cadence. En 2016, nous avons exporté pour moins de 10 millions d’euros. Mais en 2017, nous avons exporté pour plus de 28 millions d’euros. Ce qui est très important. Les exportations de Brandt Algérie viennent juste derrière les exportations de dattes algériennes. Pour cette année, nous devrions monter d’un cran. Notre entreprise s’inscrit dans la stratégie des pouvoirs publics en matière de diversification de l’économie nationale. Nous allons développer davantage nous exportations pour contribuer aux exportations hors hydrocarbures. Le gouvernement s’est fixé comme objectif de développer les exportations hors hydrocarbures. Brandt Algérie travaille pour y contribuer activement. Viser le leadership sur le marché algérien, le développement de nos activités export et contribuer ainsi à la diversification des exportations hors hydrocarbures de notre pays, c’est l’ambition de Brandt Algérie.
Le gouvernement insiste également sur le taux d’intégration…
C’est un point très important. C’est sur ce chapitre qu’on peut juger de l’importance de la stratégie d’une entreprise. Il ne faut pas se voiler la face, quand les marques viennent investir en Algérie, elles préfèrent toujours garder la valeur dans leurs pays d’origine. Le fait d’avoir racheté Brandt, avec son savoir-faire, et en être propriétaire, nous a permis d’investir en Algérie avec des taux d’intégration très élevé. C’est ce que nous avons fait avec la machine à laver TOP et ce que nous ferons sur les réfrigérateurs et les machines à laver. C’est un impératif, une obligation. Parce que pour exporter, il faut être compétitif. Pour être compétitif, il faut avoir des taux d’intégration locaux très élevés. C’est un point clé dans notre stratégie. Et Brandt Algérie est complètement en phase avec les objectifs fixés par les autorités.
Le marché de l’électroménager est très concurrentiel. Comment Brandt arrive à s’imposer ?
Dès qu’on parle de Brandt, les gens reconnaissent la marque et la qualité des produits. Ce sont des produits de très haute qualité, qui répondent aux besoins des consommateurs. Nous venons avec des produits innovants, qui apportent des réponses à des problématiques quotidiennes des ménages, aussi bien sur les produits de lavage que sur la télévision. Je cite l’exemple des téléviseurs Brandt dotés du programme de soutien scolaire “likoul”. Par ailleurs, Brandt arrive sur le marché avec une stratégie très offensive. Notre entreprise est présente aux quatre coins de l’Algérie, à la fois à travers son réseau de Brandt store qui dépasse 115 Brandt stores et un réseau très large de revendeurs partenaires.
Ce qui rend le produit disponible et accessible au consommateur. Notre force réside également dans notre service après-vente, efficace et réactif. C’est le meilleur en Algérie. Nous assurons un service à domicile pour les produits volumineux.
Pendant la période de garantie, en cas de panne, on propose un produit de remplacement en attendant la réparation de l’appareil tombé en panne.
Propos recueillis par : Meziane rabhi