INTERVIEW
11
JULY-AUGUST 2013
access
INTERNATIONAL
“Once they have seen the capabilities and
possibilities of these machines, then they will
want to use it.The difficult thing is to get them
to see it, to demonstrate the machine; so we
tell our dealers: demonstrate, demonstrate,
demonstrate, because it’s so obvious once you
have seen it, and they won’t want to go back.
And as labour costs and health and safety
develop they will want those sort of machines.”
“Our strategy in Russia is to have a very
dynamic dealer base – we already have good
dealers but we probably want more dealers and
we want to help our current dealers to grow. I
would say we need to increase our dealers by
about 20%. But we have to help them because
they need a good financial base – so many
millions of Euros of working capital. So it’s a
financial issue at the end of the day because it
would be difficult for such a company in Russia
to find the right financing programme.”
An opportunity for the company lays in
producing products that are attractive to rental
companies. “We already have sales to rental
companies, but what we mean by developing
rental is mainly to have a line of products that
are adapted to specific requirement of rental
companies.
“The rental company probably needs
products with less technology, but are more
robust. In the past we were more involved in
high technology, and a rental fleet needs more
of a basic product.”
Mr Bamas is quick to add that Manitou will
not hold back on new innovation. “The DNA
of the company is technology, innovation,
design; so we will not change that, but we have
to change our mindset a little to be able to
address different markets.”
The manufacturer has already started down
the that road (see the Telehandlers feature on
starting on page 15).
Challenging laws
One of the main hurdles today is the new
emission laws, which have reared their heads
at the same time as major global recession.
“On the one hand we are reducing our price,
and on the other hand we have the engine
regulation problem. We have to change all
our engines and it’s much more expensive and
not always cost effective for the client. It’s
very good in terms of environment but when
you are involved in business and you have to
survive, most of our customers ask, ‘what are
my benefits by using your new engines?’ - the
reality is it’s not cost effective.”
The varying regulations around the world
also cause headaches, says Mr Bamas. “We have
three factories in the Sates, but the regulation
for emissions are different in Canada, US and
in California.Then you have Europe and the
rest of the world. Industrially and financially it
doesn’t make senses. Maybe in five or 10 years
every country will have the same regulation all
around the world, I hope so, but we all have to
survive those five to 10 years.”
Historically, the access equipment segment
of Manitou has had a much smaller profile
than the telehandler side of the business which
represents a lion’s share of turnover. But that is
set to change, according to Mr Bamas.
“I really believe in the access equipment
market, which probably has more potential
than the telescopic handler market. Everyone
knows Manitou is a telescopic handler
manufacturer and it’s probably one of the most
famous brands in that area, but there are less
customers who also know we are a player in the
access platform market.
“If access is 10% of our business, then I
would hope that we could at least double that
in the next five years, and I think we can.”
However, Manitou will not look to expand
into the popular scissor arena, rather choosing
to concentrate on articulated and telescopic
booms. Concerning scissors, Manitou has a
cross selling agreement with Terex AWP under
which Manitou sells Terex-produced rough
terrain diesel scissors and electric slab scissors
under the Manitou brand, while Terex sells
Manitou-produced self-propelled vertical masts
under the Genie brand.
“Scissors are the largest part of the market,”
concedes Mr Bamas, “but you see more and
more articulated platforms. So we are looking
at new products and geographical expansion.
We want to develop our access equipment all
around the world.
“In the past we have a network of dealers
that sell telescopic handlers and then say, ‘by
the way, we also sell access platforms.’ Now
we want them to say, ‘we are a telescopic
handler manufacturer and an access platform
manufacturer.’We now have the right products
to do that.”
Manitou already has a dedicated facility
in France for access equipment, which it has
invested in heavily. In two to three years
Mr Bamas hopes that this facility will be
working to capacity. “I hope do have so much
development that by then we will have an
industrial dilemma,” he adds.
Talking of new boom products, Mr
Bamas said there were some in research and
development. “Obviously we have a number of
projects in research and design, and I hope in
next two years we will be able to go to market.
“The main focus is to have a full range of
products for our dealers to work on. It’s not
about trying to go higher and higher it’s about
having a comprehensive range within the core
market.”
The company’s tallest boom is the 28 m
self-propelled telescopic 280 TJ. “But I am not
spending money looking to a 33 m then a 35
m,” Explains Mr Bamas, “That’s not the main
issue, the main issue is to develop a full range
of products to sell around the world – because
France is now saturated.”
With his considerable knowledge and
experience, hopefully Mr Bamas will be around
for some time to lend support to the new
CEO, unless, perhaps, Mr Bamas has thoughts
of taking on the role permanently. “Of course
it would be a great challenge - I have known
Manitou for 25 years, and I have been involved
with many different aspects of this company.
“It’s a great family business, with many, many
attractive aspects.”
AI
Manitou telehandler
testing area
Manitou’s access
equipment factory
in France
