P assion and excellence are an unbeatable mix in the character of an organisation,” says Goscor CEO Neil Wilson. “These are the ingredients that have made us successful for the past 30 years and, I have no doubt, will do so for the next 30 years and more.” The Goscor Group philosophy is to distribute quality equipment, with brands that are leaders in their respective markets. This philosophy extends into the aftermarket, where Goscor provides backup service that matches the excellence of their product. “Great products are the basic pre-requisite for a great business. The secret is to build a service culture around those products that adds real value to customers. And the mortar of that culture is passionate people,” says Wilson. He adds that one of the important reasons for the group’s success has been the entrepreneurial spirit that has been sustained in the business since inception. “Thirty years back when George Siddle started Goscor, times were tough. There was very stiff competition and every deal had to be fought for. George knew that each person had to act as though the business was his or her own and we have managed to preserve that vital spirit,” Wilson says. In line with this philosophy Goscor’s decision to ‘split’ the business, giving the various specialist divisions their own identity and focus, has paid off. “In these virtually separate business entities we have been able to build the expertise that has made them market leaders. This specialisation has been a feature of our success,” Wilson says. Today Goscor is divided into Goscor Cleaning Equipment, Goscor Access Rental, Goscor KLG, Goscor Lift Truck Company, Goscor Hi-Reach, Goscor Power Products, Goscor Rental Company, and, most recently, Bobcat, all of which you can read about in this feature. Looking back over the 30 years there have been many highlights in the life of Goscor. “One of these is undoubtedly the acquisition by Imperial of a controlling interest in Goscor. This has helped us in so many ways, not the least of which being access to capital, which is so important to a company like ours that trades, inter alia, in high-ticket capital equipment,” Wilson says. He adds that the internal Imperial business has also been a real boost. “Our business units are getting more and more opportunities to prove themselves with other Imperial Group companies and successes in this ‘market’ have been significant.” Another important highlight for Goscor has been the massive growth of Goscor Lift Truck Company and especially the growth of its Crown brand, which has become the Group’s flagship brand. “Crown has been a huge success - it is now the number one in its field - and is one of our great achievements.” Wilson says that the future of the group is bright. “With long-term ‘partnership’ as the underlying driving force of our relationships internally and with our suppliers and customers, I have no doubt that, if we stick to the fundamentals as we have in the last 30 years, Goscor has a great future and will become a major industrial equipment division in the Imperial Group. Corporate Profile – Goscor Group: 30 years of trusted equipment solutions Passion and Excellence – the 30-year success mix 90 ENGINEERING NEWS | August 15–21, 2014 MM Break-through technology This is possible with the new Hawker ® XFC TM battery range from Enersys ® . With increased energy density combined with fast and opportunity charge capabilities, these maintenance free batteries can be used at any time and recharged whenever it is possible. Advanced communication with Hawker HF chargers, Life IQ TM and LifeSpeed IQ TM ensures peak performance, optimised service life and significant energy & maintenance cost savings. Head Office: Battery Technologies (Pty) Ltd. . 140 North Reef Road . Elandsfontein, Germiston, Gauteng Tel: +27 11 776 4300 . Fax: + 27 86 621 8586 . www.battech.co.za EnerSys ® STOP changing batteries Neil Wilson Goscor CEO
Transcript
Passion and excellence are an unbeatable mix in the character of an organisation,” says Goscor CEO Neil Wilson. “These are
the ingredients that have made us successful for the past 30 years and, I have no doubt, will do so for the next 30 years and more.”
The Goscor Group philosophy is to distribute quality equipment, with brands that are leaders in their respective markets. This philosophy extends into the aftermarket, where Goscor provides backup service that matches the excellence of their product. “Great products are the basic pre-requisite for a great business. The secret is to build a service culture around those products that adds real value to customers. And the mortar of that culture is passionate people,” says Wilson.
He adds that one of the important reasons for the group’s success has been the entrepreneurial spirit that has been sustained in the business since inception. “Thirty years back when George Siddle started Goscor, times were tough. There was very stiff competition and every deal had to be fought for. George knew that each person had to act as though the business was his or her own and we have managed to preserve that vital spirit,” Wilson says.
In line with this philosophy Goscor’s decision to ‘split’ the business, giving the various specialist divisions their own identity and focus, has paid off. “In these virtually separate business entities we have been able to build the expertise that has made
them market leaders. This specialisation has been a feature of our success,” Wilson says.
Today Goscor is divided into Goscor Cleaning Equipment, Goscor Access Rental, Goscor KLG, Goscor Lif t Truck Company, Goscor Hi-Reach, Goscor Power Products, Goscor Rental Company, and, most recently, Bobcat, all of which you can read about in this feature.
Looking back over the 30 years there have been many highlights in the life of Goscor. “One of these is undoubtedly the acquisition by Imperial of a controlling interest in Goscor. This has helped us in so many ways, not the least of which being access to capital, which is so important to a company like ours that trades, inter alia, in high-ticket capital equipment,” Wilson says.
He adds that the internal Imperial business has also been a real boost. “Our business units are getting more and more opportunities to prove themselves with other Imperial Group companies and successes in this ‘market’ have been significant.”
Another important highlight for Goscor has been the massive growth of Goscor Lift Truck Company and especially the growth of its Crown brand, which has become the Group’s flagship brand. “Crown has been a huge success - it is now the number one in its field - and is one of our great achievements.”
Wilson says that the future of the group is bright. “With long-term ‘partnership’ as the underlying driving force of our relationships internally and
with our suppliers and customers, I have no doubt that, if we stick to the fundamentals as we have in the last 30 years, Goscor has a great future and will become a major industrial equipment division in the Imperial Group.
Corporate Profile – Goscor Group: 30 years of trusted equipment solutions
Passion and Excellence – the 30-year success mix
90 ENGINEERING NEWS | August 15–21, 2014 MM
Break-through technologyThis is possible with the new Hawker® XFCTM battery range from Enersys®. With increased energy density combined with fast and opportunity charge capabilities, these maintenance free batteries can be used at any time and recharged whenever it is possible. Advanced communication with Hawker HF chargers, Life IQTM and LifeSpeed IQTM ensures peak performance, optimised service life and significant energy & maintenance cost savings.
The current brightest star in the Goscor Group is Goscor Lif t Truck Company (GLTC).
Distributors of Crown, Doosan, Bendi and Hubtex equipment, GLTC are one of the fastest-growing warehouse materials handling companies in Southern Africa.
GLTC MD Darryl Shafto says that the most impor tant factor in the success of his operation has been the integration of the entire company to become focused on the customer. “If you’re in administration, sales, marketing, the service department or on the switchboard, you are part of the sales and customer support effort,” says Shafto. “I believe that we have managed to create this type of environment more successfully than our competitors and that is why we have grown so rapidly.”
He adds that it is a bonus that GLTC has world-leading brands in its stable. “But I emphasise that the best products are worth nothing unless the entire organisation is working as a unified team to provide the best possible customer service,” he says.
The Crown range of hand pallet trucks, power pallet trucks, stackers, reach t rucks , e lec t r ic counter-
balance trucks and turret trucks has symbol ised GLTC’s grow th and success. “Crown has grown dramatically over the past few years and has become Goscor’s flagship brand,” says group CEO Neil Wilson.
“Crown’s popularity both here and globally is due to a combination of f irst-class design with superior operator comfort and exceptionally practical features,” says Shafto.
The Doosan range of diesel and gas forklifts has become internationally famous for its “brakes for life” system - an oil-cooled disc brake system, which , be ing to ta l l y enc losed , eliminates all outside contamination of any humid, abrasive or corrosive dust particles. The system significantly reduces operating costs and GLTC offers on it a 60-month, unlimited hours guarantee.
“This has proven to be a major selling point as it not only shows the reliability of Doosan machines but also the company’s willingness to back itself. This has inspired confidence in the marketplace and we believe that Doosan represents a major opportunity for us in terms of market share growth in Southern Africa,” Shafto says.
‘Specialist applications’ is an area where GLTC has per formed well and where Shafto sees important future potential. The two products spearheading this drive are Bendi and Hubtex.
Bendi is an articulated forklift range specialising in very narrow aisle (VNA) operation. Shafto says that there is an increasing demand for narrower aisles as the cost of space spirals. “Bendi, with its unique ability to operate both in narrow spaces indoors and also to work like an ordinary forklift outdoors, is making a significant difference to the bottom line of our customers,” says Shafto.
Hubtex reach and l i f t t rucks , including their signature four-way sideloaders, operate in the long-load and ‘difficult-to-handle’-load markets.
“These outs tanding German-
made machines are opening markets for GLTC in which we have never before operated including the steel and t imber industries, the glass industry, builders’ merchant outlets, and others,” he says.
GLTC’s successes are too numerous to l i s t in th is feature. However Shafto makes mention of one of the most recent deals , where GLTC supplied Imperial Group logistics company, InSync Solutions, with more than 40 units for the new C-class production facility at Mercedes Benz South Africa.
“We have opened a branch in East London to support this deal,” says Shafto.
“This is how we operate. We leave no stone unturned to provide our customers with the service they deserve,” he concludes.
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Corporate Profile – Goscor Group: 30 years of trusted equipment solutions
Lift Truck’s star continues to shine
Darryl ShaftoGLTC MD
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Corporate Profile – Goscor Group: 30 years of trusted equipment solutions
Goscor Cleaning Equipment ( G C E ) p r o v i d e s q u a l i t y industrial cleaning equipment
and solutions to suit a wide range of customers across a multitude of applications and boasts the leading brands in the industry including Tennant, Elgin, Ghibli, Guzzler, Vactor, Green Machines, Maer, and Delfin.
Tennant, renowned worldwide for its quality and durability, and which has been in the Goscor group since the company was founded by George Siddle 30 years ago, is an example
of the extraordinary relationships GCE has had with its suppliers over the years. “The longevity of our partnership is based on extraordinary levels of trust and mutual cooperation and epitomises the way in which we try to do business with all our stakeholders including our customers, suppliers and staff,” says GCE MD Tony Siddle.
H e say s t ha t GCE i s exc i ted to launch its latest product from Tennant, the innovative T17 high-performing heavy-duty battery ride-
on scrubber-dryer. With the largest available battery capacity in its class it can work a seven hour to eight hour shift on a single charge and with its maintenance-free brushless scrub and propel motors operating costs are significantly reduced.
“Like all Tennant machines the T17 is not only efficient and cost effective but it also provides an easy operator and maintenance experience. We are expecting big things from it ,” says Siddle.
On the question of vacuum trucks, another important product line for GCE, Siddle says they have capitalised on the growing demand for these machines and are able to of fer imported and locally produced trucks to meet every need in this growing market. “We are especially pleased with our partnership with High Point Vacuum and anticipate signif icant growth in liquid ring and dry vacuum tanker trucks,” says Siddle.
He added that GCE endeavours to back its leading products with high
quality after-sales service in order to build long-term relationships with its customers. “Our goal is to offer the lowest total cost of ownership over the life-cycle of the product rather than cutting costs just to get the deal,” he concluded.
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Corporate Profile – Goscor Group: 30 years of trusted equipment solutions
The most recent equipment sup-plier to join the Goscor pack is Bobcat, the iconic provider of
compact equipment for construc-tion, rental, landscaping, agriculture, grounds maintenance, government, utility, industrial and mining markets.
The Bobcat range includes skid-steer loaders, compact track loaders, tele- handlers, compact excavators and a comprehensive range of job-matched attachments.
Famous for its ‘One Tough Animal’ brand slogan, Bobcat’s mission is to enable its customers to do their jobs more efficiently and more effectively. “We manufacture product that lives up to the slogan and we try to back this up with service and support that lives up to it too,” says Bobcat Equipment SA MD Les Lothian.
“We are completely service focused and try to do whatever it takes to meet the demanding and ever-changing needs of our customers.”
The world-renowned Bobcat brand, famous for its powerful Lynx-like logo,
has indeed developed a reputation for dependability and rugged durability. Testament to this is the fact that ear-lier this year Bobcat’s millionth loader rolled off the assembly line.
“Bobcat owners, operators, and employees throughout the world, celebrate this achievement, which has been generations in the making. At one million machines strong, Bobcat loaders are clearly an unstop-pable force,” says Lothian.
On the question of being part of the Goscor group, Lothian says this has been a very positive move for Bobcat. “For 30 years Goscor has been suc-cessfully dealing in the equipment market and much of its success is based on values that Bobcat has always regarded as sacrosanct. These include the concept of ‘partnership’ – i.e. long term, mutually beneficial relationships - with one’s employees, suppliers and, of course, customers. It also includes an obsession with ser-vice excellence and a belief that excel-lent product is just the starting point
and that the real value for customers lies in one’s ability to support them with a consistently excellent, integrat-ed backup service.”
Lothian adds that being part of the Imperial Group is a significant added bonus. “The advantages of being part of one of the country’s most success-ful conglomerates are numerous and obvious and this will stand us in good stead for years to come.”
From a product perspective the Bobcat range is well-known by all in the relevant industries but there is none more iconic than the S130 skid-steer loader. This ‘mighty mouse’ Bobcat is just over 3 m long and less
than 1 m wide and delivers power way beyond it small stature.
“In many ways the S130 is sym- bolic of what Bobcat is all about,” says Lothian. “It is compact, powerful, reliable and, importantly, it’s comfort-able and easy to operate, which are hallmark features of all Bobcat prod-ucts,” he says.
With respect to the future Lothian is confident. “South Africa’s current eco-nomic challenges will be overcome as more and more of the economic development mechanisms come to fruition and the construction sector, and other sectors that are important to our business, flourish,” he concludes.
One Tough Animal
BobcatTelescopic Handler TL470 HF
When it comes to Mobile Elevating Work Platforms (MEWPs) there is little doubt about the professionalism and expertise
of Goscor Hi-Reach MD George Landsberg and his team. “Since inception, our goal has been to be the preferred supplier of MEWPs in Southern Africa and we have come a long way in realising this,” says Landsberg.
He adds, however, that the Hi-Reach offering is more than MEWPs and its ranges of Telescopic Handlers, light-weight Material Lifts and Light Towers are significant contributors to the bottom line.
In line with the fundamental product philosophy of the Goscor Group, Hi-Reach is the sole distribu-tor in Southern Africa of some of the world leading brands including its flagship Genie, Teupen, Hy-Brid Lifts, PB Lift-Technik, ATN, Hydralada and Terex.
“Our superior product mix is obviously an impor-tant feature in the success of this business,” says Landsberg. “But the strength of the products is only the starting point and would not be of much value unless the strategies around the products were in place and working.”
In this regard, Landsberg says that they have emphasised and implemented a comprehensive sales and marketing plan, which includes distribu-tion channel optimisation, competitive pricing strat-egies, service level optimisation, enhanced overall technical competence and a comprehensive safety strategy, which Landsberg says is a crucial priority.
“In the MEWP industry, safety is not merely another of our priorities, it is the raison d’etre of why we do what we do. Historically, working at height
has always been an extremely dangerous activity and the MEWP industry grew as a result of modern technology being able to make it safer.”
Landsberg says that the safe operation of MEWPs and other work-at-height products, depends a great deal on product knowledge.
“How to operate the machine is not important in our industry, it’s crucial. To this end, we take training very seriously. In fact our training centre is the first facility in Africa to be accredited by the International Powered Access Federation (IPAF) and our training is accredited by the South African Qualifications Authority (SAQA), the Services SETA (SSETA) and the Institute for Work at Height.
On the question of product, Landsberg says that while all the products in the Hi-Reach stable are important, Genie is core to the business. “Its wide range of innovative products will keep us ahead of the pack for years to come.”
A good example of such innovation is the rec-ently launched Genie SX-180. With a vertical reach of 57 m and a horizontal reach of 24.4 m, it fea-tures a working envelope ideal for the most extreme access jobs.
“This is the first self-propelled machine of this height ever to be available in Southern Africa,” says Landsberg.
“It’s not surprising that even before it reached our shores the interest in it was, and continues to be, exceptional.”
As with safety, support service is central to Hi-Reach’s success and this is provided through its large footprint of dealers throughout Southern Africa.
“Our machines serve a critical function wherever they are working, so downtime has to be, as far as possible, eradicated,” says Landsberg.
“We and our dealers are therefore on call 24/7 to provide the right levels of service,” he concludes.
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Corporate Profile – Goscor Group: 30 years of trusted equipment solutions
To those who use it, compressed air is a vital cog in their business. Whether in a factory, a hospital,
a mine or any other environment, no matter how much compressed air is used, it’s always a critical commodity. “And that’s why our customers need, and get from us, a comprehensive and exce l len t se rv i ce on a consistent basis,” says Goscor KLG MD Jayson le Roux.
G o s c o r K L G , I S O 9 0 0 1 accredited, is the sole distributor of Sullair and Ozen compressed air and vacuum equipment in South Africa and also offers a 24 hour technical service for the servicing and maintenance of all leading brands of compressed air equipment.
“However, we certainly do not just sell equipment and maintenance,” says Le Roux. “Our process is holistic
and begins by auditing companies and making recommendations based on the results of these audits that will guarantee electrical consumption savings as well as total cost of ownership savings. We have always emphasised a total solution, starting with our world class Sullair and Ozen equipment and supported by spares, service, audits and systems solutions.
“From a practical point of view it is our Projects Department, in which we invest a great deal of time and money for training, which is responsible for implementing the physical aspects of the job. This department is growing in leaps and bounds offering our customers turnkey solutions, from design through to installation and final commissioning,” he says. On the question of matching machines to different markets, Le Roux says that all Goscor KLG’s equipment is
strategically important at this time and has been carefully chosen for the spec-ific markets that they serve.
“For example, our portable compressors are selling extremely well, especially the 185 and 260 CFM portable machines, which are designed for accessibility and reliability.” He adds that he is also seeing an increase in service and equipment enquiries from the exploration drilling sector, while the Sullair vacuum pumps, which are unique in design and performance, are still highly sort after in hospitals and the food and packaging industries.
“If we made any fundamental strategic change to the type of machine we sold, it would be to offer a range of quality, smaller piston-type compressors that could service the entry-level, more price sensitive compressed air market. These are challenging economic times and we are thinking seriously of entering the lower end of the market where there is huge
demand . Bu t we w i l l n e ve r compromise on quality of machine or service,” says le Roux. In the long run, nothing speaks louder than the quality of one’s customers. One example is AfriSam, which recently awarded Goscor KLG three Ready-Mix plant upgrades. Another is DRA, the mining and engineering project management giant, which recently bought two 160 Kw Ozen compressors, dryers and filters. Also, Nampak recently purchased another three 55 Kw vac-uum pumps for their beverage can line upgrade in Angola and, then there’s Barloworld, which reports that its new Sullair machines installed at its Isando and Bellville facilities save about 70% and 25% respectively in energy consumption when compared to the original compressor installation.
“Our success is based on our flexibility, “out of the box thinking” and customer care which enables us to cater for all our customers varying needs and unique problems,” concludes Le Roux.
Giving Industry Air
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Go s c o r P o w e r P r o d u c t s (GPP) has built an enviable r e p u t a t i o n a c r o s s a
wide range of sectors, including construction, agriculture, mining and general industry where it distributes world-class products including pumps, generators, welders, f iref ighters, eng ines , rammer s , ro l le r s and compactors from world-leading brands like Robin Subaru, Meiwa, Vibracon, Lutian and GE Wilson.
According to GPP MD Mark Bester, the company aims to be the preferred supplier in its markets through offering the best possible equipment at competitive prices backed by a world class service. “The starting point is the superb quality of our product and from there we add value through
ensuring that the customer’s overall experience with the company is first class,” he says.
He adds that GPP works through a large network of dedicated dealers throughout South Africa and the Southern Afr ican Development Corridor (SADC) region. “There’s never really far to go for our users to get a part, advice or anything they need. This has been fundamental to our success and is ultimately the basis on which we will have the biggest market share in the near future across the entire light industrial market segment,” says Bester.
Another crucial par t of GPP’s strategy is to expand its current footprint in South Africa, the SADC region and in broader African markets.
“We are in the process of looking for dedicated dealers in several African countries who will focus on our range. The potential in sub-Saharan Africa is enormous and we will try to take full advantage of being part of the Imperial Group to grow our business in Africa,” Bester says.
On the question of GPP’s growing market share, Bester says that while this has to do with doing the basics right, it is also because of a strategic decision they took in terms of product. “For many years we focused on products aimed at the higher-end of the market but our recent introduction of lower priced products that still have the requisite quality, has helped considerably in growing market share,” he says. “This has especially been the case in the more outlying areas like Limpopo, Free State and the Eastern Cape.” He adds that the recent introduction of a range of diesel generators from 5 kVA to 65 kVA has also helped in the market share drive. “The backup power market is buoyant and will remain so for some time in the African market where there is significant pressure on the main grids to meet demand, especially in more remote areas.”
Going forward, GPP wil l focus heavily on the construction sector and to this end they’ve added various new products like concrete mixers, diesel rammers and vibrator rollers to supplement their existing product line up.
“We see construction as a key area for growth in the emerging markets where we operate. We are perfectly set up to service this growth with excellent, tried and tested products and a footprint of dealers who are in a position to service the small- to medium-enterprise builder who will comprise the bulk of this market,” says Bester. “We are optimistic about the future and will remain focused and disciplined in order to continue improving on every level,” Bester concluded.
Goscor PowerProducts Powering on
Meiwa Construction Equipment is proud to be associated withGoscor Power Products for the past 8 years.
The rental business – particularly in the capital equipment market – is not an easy one. Yet, this
is an area where the Goscor group has excel led. Both subsidiar ies and specialist rental companies, Goscor Rental (GR), which focuses on warehouse materials handling equipment , and Goscor Access Rental (GAR), which focuses on work-at-height equipment, are flying and their two respective heads give an insight as to why. GR offers world-class material handling equipment and service to rental customers. “The rental period could be from a day to 24 months,” says GR GM Rory Lord. He adds that the company also sells quality, refurbished material handling equipment . Lord at t r ibutes h is company’s success to excellent overall service and innovative solutions.
“First ly, we deal with the best possible equipment – mainly Crown and Doosan -which have outstanding reputations in the industry – and we o f fe r wor l d - c las s sup p or t , al l at af fordable rates. Our main focus is on making it easy for our customers by offering tailor-made solutions specialising in the short to medium-term scenario,” says Lord. GR’s product range includes electric warehouse material handling equipment, from power pallet trucks to reach trucks and order pickers to a full range of 3- wheel and 4-wheel electrics forklift. It also includes a
full range of internal combustion equipment from 1.8 t to 16 t forklifts.
“We can match equipment to almost any required warehouse materials handling application. A good example of this is our recent solution for farmers in the Western Cape where almost 50 units were supplied to different fruit farmers over a six-month period. The entire process worked like clockwork and saved the famers significantly on their bottom lines,” says Lord.
Meanwhi le, GR expanded i t s short-term rental fleet to just over 1 000 units on a national basis, and now operates in Gauteng, KwaZulu-Natal, Eastern Cape and Western Cape. GAR supplies mobile elevated work platforms (Mewps) as well as Telescopic Handlers and light-weight material lifts to all industries on both long- and shor t- term contrac ts. GAR MD Dean Jones says that the company’s robust 110% growth in the past financial year is owed to the delivery of the highest service levels and continued innovation with respect to product offerings to customers.
“This includes innovation in both machines and financial structuring. We have total packages that suit our customers’ specific needs and through this personalised approach we build long-term, sustainable partnerships wi th our cus tomers and a l l our stakeholders,” he says.
On the product front Jones says
that the new Genie SX 180 57 m Telescopic boom l i f t launches a new class of ultra big boom lif ts al lowing customers to use sel f -propelled equipment as opposed to truck mounts, while the new 36 m Teupen crawler Boom lift, which can reach between 15 m and 36 m, allows customers to access the most difficult-to-reach areas in buildings and complexes without damaging
the f loors. “Both these innovative products have generated exceptional interest countrywide,” Jones says.
Meanwhile, GAR continues on its expansion trail. After having acquired Cape Town-based African Access in 2013, one of the largest independent access rental companies in South Africa, its recently opened greenfields branch in Pinetown, KwaZulu-Natal, is performing beyond expectations.
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Perfecting the rental business
Corporate Profile – Goscor Group: 30 years of trusted equipment solutions
