Sydney, November 2015 – Australian Takeuchi importer Semco is taking advantage of the buoyant market for compact excavators and loaders to situation with a major campaign to boost brand visibility of its Takeuchi equipment range.
The branding campaign of ‘Those in the know, know Takeuchi’ is spearheaded by an attention-grabbing 30 second television commercial which will roll out across key markets in the first quarter of 2016.
“The television advertisement is aimed at brand positioning and reaches out to equipment owners and operators who have yet to experience the legendary reliability and performance of Takeuchi compact excavators.
“Import figures reflect a 15 percent volume growth in the market for compact excavators, with 5,500 machines imported year to date. Of this number, 5,000 mini excavators are in the under 8 tonne category. It’s a similar situation for the market for compact loaders”.
“Strong signs of this emerging growth were apparent from about 18 months ago, which influenced our strategy to invest heavily in the market by opening new sales and distribution centres in Melbourne, Brisbane and additional regional centres in New South Wales.
“The high level of market acceptance of the Takeuchi Brand has also been a key driver of robust sales growth, which has encouraged us to substantially expand our product offerings and boost engineering and technical support for the brand throughout the Australian market. Our in-house engineering facilities also enable us to work closely with Takeuchi Japan and our customers to develop custom solutions unique to the Australian market.
“Another factor in market growth has been the high volume of new residential construction as a result of affordable mortgages which has encouraged people to purchase properties rather than rent, reflecting a trend across Australia’s major population centres of Sydney, Melbourne and Brisbane.
“Low interest rates on financing equipment purchases have also contributed to increased demand as contractors, plumbing companies and other suppliers of residential infrastructure services are moving quickly to take advantage of favourable conditions to replace or upgrade equipment”.
“We know that Takeuchi owners keep their equipment for as long as possible and either replace it with the latest Takeuchi model, or move up-market to larger Takeuchi machines that offer higher productivity”, Santilli said.