In 2018, Yanmar Compact Equipment Europe (CEE) made the strategic decision to expand its presence in the UK. In just twelve short months, the company has established a strong dealer network and sales continue to increase throughout the region.
The company’s motivation for the expansion was simple: to further increase access to its class-leading portfolio of loaders, excavators and carriers. Using its new dealership network and a dynamic distribution strategy, Yanmar CEE has also been able to increase its market share. The new approach has helped to drive increased sales and highlighted the opportunity for further UK expansion.
“Expanding our presence in the UK has had a hugely positive effect,” explained Andreas Hactergal, sales and marketing director at Yanmar CEE. “The UK construction market remains key for Yanmar and we are already planning additional investment and expansion over the coming years. With improved access to our portfolio, the industry is in a better position to understand what makes our equipment unique.”
Alongside the new route to market, growth has been supported by a number of well-received new product launches, including the SV60 midi-excavator, V65 compact wheeled loader, ViO82 zero tail swing midi-excavator and ViO23-6 urban excavator. This has been complemented by an increased marketing push, with attendance at key trade shows including the Executive Hire Show and Plantworx also raising awareness of the brand.
“Operators across the UK and Ireland have been impressed with the performance and capabilities of Yanmar equipment,” continues Hactergal. “Our efforts to improve fuel efficiency, reduce total-life costs and minimise emissions are being noticed by a growing number of rental houses and owner-operators. This support is set to grow over the coming years as the industry becomes more aware of our competitively-priced products and rigorous engineering that goes into designing them.”
“We have a real ambition to grow our market share – not just in the UK, but worldwide,” concludes Hactergal. “With our dedicated engine development division and world-leading R&D capability, we aim to set the standard for innovation and progress in the construction equipment industry. Our latest product introductions are a testament to our momentum, and we look forward to strengthening our relationships with existing customers and building many new ones in the years to come.”