19.05.2015

New start for Dinolift in the UK

Finnish aerial lift manufacturer Dinolift unveiled its new distribution plans to the UK at Vertikal Days last week.

The company has formed a partnership with Central Platform Services (CPS) to handle after sales service, technical support and training for all Dino customers is the UK, including those who already own Dinolift equipment. Dinolift was previously handled by Promax Access, the Platform Basket and Reedyck crane distributor.

New equipment sales will now be handled on a direct basis with major fleet owners with end users sales handled by its UK partners. As part of the change the company has appointed Teemu Ristelä, as area sales manager.
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John Burton of CPS Lift (L) and Teemu Ristelä of Dinolift make the partnership official

Ristelä said: “Our partnership with CPS means a fresh start for Dino in the UK. On all markets where we are successful today we are proud to offer a very high level of after sales support in cooperation with our distributors and partners. Therefore it is very important to us that we can offer that in the UK as well, right at the beginning.”

CPS director John Burton added: “We are very much looking forward to work with Dinolift as their UK after sales partner. We can offer support on all aspects of aerial work platforms industry, from product training to major overhauls and this fits in perfectly with our existing Bronto service partnership.”

Central Platform Services was established in January 2008 by John & Neil Burton and is based in West Yorkshire. The company employs a team of service engineers and has operated a major repair workshop in Pontefract since 2011. It was appointed as an official Bronto service partner in November 2012.
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(L-R) Karin Nars of Dinolift, John Burton of CPS Lift, with Petri Paavolainen and Teemu Ristelä of Dinolift at a cold, but dry second day at Vertikal Days

Vertikal Comment

This is a sensible move for Dinolift, in the UK over 85 percent of all platforms are purchased by rental companies. Reaching them through a distributor can be a challenge. It can be done, but the few dealers there are that add sufficient value to win significant business from mid to large rental companies are already pretty well already committed to other manufacturers.

The Dinolift brand is already well established in the UK, and its owners well known, liked and respected. With a good product support system in place, many buyers will be happy to do a deal directly with the factory. The company has several products that will appeal to UK customers, including its semi self-propelled boom lifts, spider lifts and perhaps one or two of its trailer lift models, although it will almost certainly wish to avoid going head to head with market leader Niftylift. A focus therefore on its small telescopics, and just maybe its 26 metre trailer lift?