Trucks with Impact
December 1st 2010

Impact Handling has taken over the distributorship of Cat Lift Trucks in the UK and will embark upon an expansion plan over the next 12-18 months

Impact Handling starts its exclusive distributorship with Cat Lift Trucks from November 1. The move will effectively extend Impact's coverage from around 50% to 100% of the UK.

"We've been preparing for this for the last two to three months," says Terry Kendrew, managing director at Impact Handling. "The plan is to expand our operations over a period of time including incorporating a sub-dealer network with those who are currently Cat dealers and who would like to continue with the brand." The deal with Cat Lift Trucks refreshes Impact's product portfolio, which now comprises Cat for counterbalance and warehouse trucks, Kalmar for heavy duty trucks, Lancer and Combilift for sideloaders and multidirectional trucks,VNA trucks from Magaziner, access equipment from JLG, and the Mobicon container handler.

"The Cat range gives us additional benefits like oil immersed brakes which some customers will see as very attractive. In addition, we have a broad range so if there is a requirement we can find a piece of equipment that will fit," adds Kendrew.

Impact will concentrate its growth plans on the main industrial conurbations such as the North West and West Midlands. The firm also has arrangements in place for a branch in Leeds, to give it a more central base for its northern operation.

"Our business model is to be close to our customer base," adds Kendrew. "We find being able to respond quickly on a local basis works well for us.We'll add locations but it also won't be a stretch to extend coverage from our bases in Corby, Nottingham etc." Kendrew calculates this is an excellent time for growth as the market is beginning to turn upwards after a tough couple of years.

"BITA statistics have indicated the market has picked up. After a couple of years of extending contracts, companies are reaching the point of diminishing returns by throwing money at old machines," he says.

"In this environment, it can only help to take on a brand as strong as Cat Lift Trucks.We have been surprised by the depth of the brand recognition and loyalty that Cat has inspired. It is seen by customers as representing robust industrial kit that will serve you well." Additionally increasing focus on safe manual handling is an area that could drive growth in the industry, albeit in a different direction to past market growth. Kendrew sees tightening manual handling regulations potentially leading to greater volumes in lines such as electric powered pallet trucks and walker stackers.

"We see industrial injuries getting a high level of focus within companies.What happened, the risk assessment, and how incidents can be avoided are examined closely. Businesses must have the right equipment and training in place. This trend will offer opportunities for material handling providers." Kendrew also sounded a note of caution and stressed the importance of listening to customers given a situation of continued economic uncertainty.

"Predominately, we're a contract hire business and can see there has been quite a dramatic reduction in activity.We're seeing a lot of new and used trucks in packages giving customers the flexibility to drop trucks in and out.We fund the trucks ourselves. They are sat on our balance sheet, so we are able to offer our customers some flexibility within those contracts. This is becoming expected now because people have been caught in the last two to three years in difficult circumstances." He adds that a mistake many suppliers make is to try to sell the products they have rather than genuinely listening to and responding to customer need.

"The market has changed a lot, there is a huge combination of requirements and as a dealer and distributor we can be genuinely customer driven." Kendrew is keen to preserve a good relationship with Nissan Forklifts.

"The firm is on amicable terms with Nissan.We still have a large Nissan fleet through the acquisition of Apollo, and quite a lot of Nissan orders outstanding, so of course we want to continue that relationship.We'll continue to buy Nissan parts to support our fleet and customers alike," says Kendrew.

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