Through a coordinated effort spanning SKF Northwest Africa’s sales and technical teams, SKF’s regional supply chain and its Authorized Distributor in Morocco, an order for a total of 144 bearings of varying types was secured from a prominent business in Morocco’s steel industry. This seamless collaboration is delivering an integrated and tailored solution that meets the customer’s requirements for reliable products of consistent quality, backed by skilled technical support. It was achieved through local execution capability, technical alignment and full compliance with SKF’s regional distribution framework.
The customer had been facing ongoing challenges centred on product consistency, availability and technical support from alternative suppliers, creating a pressing need for reliable bearings to support the company’s critical industrial applications. SKF’s recognized strengths in bearing quality, application expertise and lifecycle support provided the assurance they were seeking, prompting the customer to engage SKF for a dependable solution.
Maher Khouaja, Manager Industrial Sales North Africa and Industry Leader Metals and Pulp & Paper Africa, explains that after nearly a decade of no direct customer engagement, the SKF team successfully re‑established the business relationship through the securement a first key order. ” Historically, the customer’s exposure to SKF was limited and transactional, mainly involving standard bearing references, with no structured service, solution or long‑term engagement framework. This achievement marks a strong comeback and the start of strengthening market share within this strategic account, fully leveraging SKF’s Full Value Chain approach and the collective support extended across functions and regions. The current scope represents a renewed and more structured commercial relationship, signaling a decisive shift from transactional supply to long‑term partnership.”
The bearing supply scope includes SKF 4‑RCRBs (Four‑Row Cylindrical Roller Bearings), The heavy‑duty, super‑robust SKF 4‑RCRBs are engineered for severe operating environments such as long‑product rolling mills and roller presses. The double row angular contact ball bearing, with a two-piece inner ring and relubrication feature, is well suited to demanding metals segment equipment where high axial and radial loads, shaft deflection and tilting moments are common. In applications such as rolling mill auxiliary drives, pinch rolls, gearboxes, bridle rolls and other heavy-duty process equipment, this bearing arrangement provides high load carrying capacity, improved operating stability and easier relubrication through the annular groove and holes in the outer ring. These features help support reliable performance, longer service intervals and increased equipment availability in harsh steel plant operating conditions.
These bearing ranges were carefully selected by SKF for their proven performance and reliability in comparable industrial environments as well as for their alignment with the customer’s specific operating conditions and criticality. The customer will be further supported by SKF’s ability to provide technical validation and application expertise, together with the assurance of supply reliability and long‑term availability. Importantly, these recommendations were made strictly on the basis of technical and operational suitability, rather than brand substitution alone.
“The scope extended well beyond product supply, focusing on providing technical support during specification, as well as supply and recommendations aimed at enhancing equipment reliability and lifecycle performance that will deliver sustainable operational value for our customer,” highlights Khouaja.
SKF’s goal is to ensure that customer experiences tangible value through increased confidence in product quality and reliability, a positive perception of the technical support provided and greater assurance of supply continuity. By consistently delivering on these fronts, SKF seeks to strengthen trust, reinforce its reputation for dependable solutions and build long‑term customer partnerships that support sustainable operational success.
Bearing installation, routine servicing and maintenance activities will be undertaken by the customer’s internal maintenance organization, with complementary support provided by SKF’s local service team in Morocco.
“Deliveries are scheduled to commence at the end of quarter 2, under a structured supply plan that extends through to the end of 2026,” notes Khouaja. He adds that comprehensive training on proper bearing mounting, dismounting and maintenance is scheduled to coincide with the initial batch delivery. “This proactive approach ensures that EU customers receive thorough support from the outset, enabling them to maximize bearing performance and extend service life.”
This engagement represents a controlled and clearly defined re‑entry with the customer, establishing a foundation for structured technical cooperation, broader SKF portfolio discussions and potential future service and reliability initiatives such as remanufacturing, condition monitoring and lubrication. Collaboration with the distributor, who is actively engaged under the Heavy Authorized Distributor Committed Program delivered to the North Africa region, further reinforced the achievement and strengthened the foundation of this engagement with the customer.
“The success of this project demonstrates the importance of persistence and teamwork to reconnect with customers and create sustainable long-term partnerships. By leveraging SKF’s Full Value Chain and technical credibility, the team competed on value rather than price, while decisive cross‑functional and cross‑regional collaboration helped overcome entry barriers and secure the order. It is not simply about re‑entry, but about establishing stronger, more structured customer relationships, positioning SKF as a long-term supplier who supports customers’ business success through integrated product and service solutions,” concludes Khouaja.
