August 20, 2018

Traxx Managing Director, Lloyd WIlliams, is presented with CSDAA’s Life Membership Award

On the 10th of August 2018, TRAXX Managing Director, Lloyd Williams was presented with the CSDAA’s Life Membership Award by Jason Franken, the President of the Concrete Sawing and Drilling Association of Australia.

Jason presented the speech below, which outlines many, but not all of Lloyd’s life achievements over the many years within the construction industry.

Lloyd Williams commenced his working career in Adelaide, South Australia with A.E Williams and Sons in 1965. A.E Williams & Sons was one of the first companies in Australia to purchase a road saw and Lloyd was the operator. Identifying opportunities in the marketplace Concut SA. followed by DrillCrete were also established by Lloyd.

During this time, he worked on many special projects such as airport runway grooving at many airports throughout Australia.
In 1976, Lloyd and his wife Gail, commenced importing diamond tools from Belgian manufacturer, Ateliers Jacques Dembitzer and Co and began selling diamond tools to the concrete, sawing and drilling contractors and established the Australian brand Dembicon. His passion in diamond tool technology motivated Lloyd to design and subsequently manufacture diamond tools for specific needs within the construction industry.

Dembicon expanded to have sales outlets in all major capital cities in Australia and New Zealand.

In 1982 Lloyd launched the first Australian laser welding facility for diamond tools. This facility operated 24 hours a day, 7 days a week to cater for the demand of laser welded diamond tools. This facility also expanded to introduce a subdivision of laser cutting of materials such as steel, plastics, metals for precision parts, custom design parts, signage, logos etc. under the operating name of Laserworks. This business still operates in Adelaide today.

Lloyd introduced to the Australian market place under the Dembicon operation, major international brands including Target, GDM, Milwaukee, Shibuya, Meco, Partner, Magnum, Dembitzer, Sankyo and Disco amongst other international brands.

Highlights as Managing Director of Dembicon Australia included: designing specialised diamond tools for use by contractors on many major projects, designing and manufacturing a full range of sawing and drilling machinery along with expanding the sales operations into all major capital cities in Australia as well as into the west coast of USA.
In 1999, Electrolux, now known as Husqvarna, bought Dembicon Australia.

Lloyd was integral in introducing and developing the major brands of Partner, Dimas and Diamant Boart to Australia and headed the Australasian region for Husqvarna Construction Products in his capacity as Vice President, Sales & Marketing Asia Pacific for more than 10 years.

After a brief retirement period, and a move from Adelaide to Melbourne, to be with his adult children, Darren and Tania and their burgeoning families, Lloyd became restless and wanted to get back into the industry.

He launched Traxx Construction Products in 2009 with a vision of providing innovation and excellence in diamond tool technology and equipment and backed up by a passionate team of people.

Lloyd was the inaugural President of the Industrial Diamond Association of Australia (now known as the Concrete Sawing & Drilling Association of Australia) and proudly contributed to the Association’s growth and success for over 9 years in this role. Since handing over the presidency, Lloyd has continued to support the Association by being an active committee member for many years.

Lloyd would describe himself as committed and passionate about the industry, committed to the success of the CSDAA and what the Association can effectively contribute to its members and future members.

Jason Franken.


President CSDAA.

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