Truck-mounted crane manufacturer HMF has launched an ambitious drive to grab a significantly bigger share of the UK market by unveiling two new, state-of-the-art loaders and appointing its first dealers.
The Danish-owned company is renowned for the high quality and durability of its products, as well as for its leadership in the all-important field of safety.
The latest additions to its comprehensive product range are the 38-tonne/metre HMF 3820-K and 47-tonne/metre HMF 4720-K. Simple, efficient and cost-effective to operate, these new models can each be employed with up to eight hydraulic extensions and offer maximum reaches of 8.2-21.4 metres.
Both feature HMF’s user-friendly RCL 5300 Safety System, which prevents overloading and thus protects both the crane and operator. They can also be optionally specified with the latest dynamic version of the company’s pioneering EVS (Electronic Vehicle Stability) system – this calculates the extent to which the load on the back of a truck can also serve as a counterweight, thus allowing the operator to maximise the loader’s capacity while eliminating any risk of the vehicle toppling.
The two new cranes are finished with HMF’s remarkable EQC (Environmentally-friendly Quality Coating). Applied in a purpose-built, £12-million plant opened last year at the company’s headquarters in Højberg, this advanced treatment provides a good-looking, hard-wearing surface able to withstand years of arduous use without flaking or rusting. EQC will now be introduced in phases throughout the HMF model range.
Despite the high quality of its cranes, which are designed and exhaustively tested for operation in a northern European climate, and the fact that its product line-up extends from simple 0.5-tonne/metre units to mighty 85-tonne/metre loaders, HMF has previously maintained a relatively low profile in Britain, where it has been regarded as something of a ‘niche player’.
Now, though, Peterborough-based HMF (UK) is bidding to raise its profile and win an increased slice of the domestic market for truck-mounted cranes. It is an approach that has quickly begun paying dividends, as Andy and his team have already sold more than twice as many cranes in 2010, than HMF achieved during the whole of 2009.
Key to the company’s aggressive new strategy has been a realignment of its prices, which are now highly competitive, coupled with a reorganisation of its own sales force and the appointment of its first authorised sales and service dealers.
First to sign-up were leading dry freight bodybuilder Bevan Group, of Halesowen, West Midlands, and South East Cranes, of Walton on Thames, Surrey.
Bevan is now actively promoting HMF’s cranes to its own, extensive customer base, which includes some of the biggest names on Britain’s roads. South East Cranes, meanwhile, operates its own fleet of 30 crane trucks through sister company BR Saunders Transport, and is now covering southern England for HMF. The name of a dealer to cover the Midlands will be announced shortly, and HMF is also in negotiations with potential partners in Scotland.
"These are exciting times for our business," declares HMF (UK)’s Sales & Service Manager Andy Rigby. "Not only do our loaders offer unrivalled build quality, they also represent the ‘cutting edge’ in terms of technology.
"For example, whereas some competitors have only begun fitting their own systems to prevent vehicles from overturning in response to safety legislation introduced on 1st January 2010, HMF launched EVS (Electronic Vehicle Stability) no less than 12 years ago! This means our system is now thoroughly proven in operation, while the fact that it also incorporates our unique, load-dependent functionality allows operators to maximise productivity."