| 63 T T Russell Fredric Global reach for long-standing firm Steelbro’s range includes lightweight sidelifters for regulated markets, and more robust products for lifting large loads in harsh conditions. Steelbro “Our owners have demonstrated a confidence in the business with significant investment in new product development and new Steelbro facilities in Christchurch, Auckland, Sydney, Brisbane, China and Malaysia.” MANUFACTURING Founded in a radically different world in 1878, today, Steelbro has a significant global presence, having evolved to manufacturing trailer sidelifters and loaders for ground transport container handling. The business was originally a coach-building factory started in Christchurch by brothers Joseph and David Steel, who set out to produce innovative, high-quality solutions, a vision that still drives the business today. In 2015, Steelbro was purchased by Howard Porter, a long-standing Australian business that was also originally a pioneering transport equipment manufacturer, with its customer base predominantly in Western Australia. Steelbro general manager Peter Dobbs says Steelbro was already exporting to Australia where the brand was well known, and the acquisition was a key step in Howard Porter’s mission to strengthen its global footprint and establish a presence across Australia and abroad. Steelbro’s head office in Wigram, Christchurch, is responsible for all sales, service support, engineering, manufacturing and new product development, with its team servicing all sidelifter models and supporting customers worldwide. Its product range includes sidelifters with lift capacity from four tonnes to 45 tonnes, sold in more than 110 countries, with all components and accessories optimised for long-lasting performance, safety and integrity. Steelbro’s range includes lightweight sidelifters for regulated markets, and more robust products for lifting large loads in harsh conditions. Supporting its global presence, the company has had a manufacturing facility in China for 20 years, which complements its Christchurch design, manufacturing and assembly facility, while a new service operation was opened in Wiri, Auckland in July 2024. The Auckland facility provides maintenance, repairs, servicing and final commissioning, which enables Steelbro to directly support North Island customers. “Our owners have demonstrated a confidence in the business with significant investment in new product development and new Steelbro facilities in Christchurch, Auckland, Sydney, Brisbane, China and Malaysia,” Peter says. Steelbro’s Christchurch facility includes a research and design centre and a product support centre that rivals the best anywhere in the world, and is staffed by world-class engineers and technicians and equipped with the latest technology. “We constantly review customer feedback and global transportation trends, looking for new solutions with open and curious minds,” says Peter. Recent product innovations have included AI detection systems for safe operations, low- emissions engines, optional push-button remote controls and continued development of the Smartlift safety and hydraulics system. The company has diversified its product range with the recent release of a new design of lightweight skeletal trailer for transporting containers. This trailer innovation includes stabiliser pads that support the easy transfer of containers from sidelifters to trailers. While more international competitors are entering the sidelifter market, Steelbro remains a world leader in the manufacturer of this type of equipment, Peter says. “The business continues to grow in traditional sidelifter markets and is opening new markets and finding new customers each year.” ˌˢ˨˥ ˚˥˘˔˦˘ ˦ˬ˦˧˘ˠ ˘˫ˣ˘˥˧˦ ˇ˥˨˦˧˘˗ ˕ˬ ˆ˧˘˘˟˕˥ˢ ˙ˢ˥ ʥʣʞ ˌ˘˔˥˦ ˂ˡʠ˦˜˧˘ ˦˘˥˩˜˖˘ʟ ˔ˡˬ˪˛˘˥˘ ʣlzʣʣ ʨʣʣ ʧʧʣ ˪˪˪ʡ˟˦˟˧˗ʡ˖ˢʡˡ˭ ʥʢʤʣʥ ʶ˔˥ˠ˘ˡ ˅ˢ˔˗ʟ ʶ˛˥˜˦˧˖˛˨˥˖˛ ʴˈˇ˂ˀʴˇʼʶ ʺ˅ʸʴˆʸ ˆˌˆˇʸˀˆ ʾ˘˘ˣ ˦˧˔˙˙ ˦˔˙˘ ʛʻʙˆ ˖ˢˠˣ˟˜˔ˡ˧ʜ ˆʶʴˁ ˇʻʸ ʶ˂ʷʸ ˆʸʸ ʻ˂ˊ ʼˇ ˊ˂˅ʾˆ ˃˥ˢ˩˘ˡ ʤˀʞ ˞ˠ ʛ˦˘˥˩˜˖˘˗ ˣ˨ˠˣ˦ʜ
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