64 | Atlas Trailers MANUFACTURING PANEL BEATING SPRAY PAINTING INSURANCE WORK FLEET WORK A L L WO R K GUARANT E E D Ǵ eÒŰĕĚÒŧ ŰŠúúŰ %ÒŠƥúĮô P: 03 318 8186 E: ÒôķĚĹʑôÒŠƥúĮôîŃĮĮĚŧĚŃĹȡîŃȡĹƠ New Zealand Distributor for Ifor Williams Trailer – Europe’s leading trailer manufacturer. Full service and parts backup CONTACT US : 03 3179116 578 Greendale road, Dar eld Atlastrailers.co.nz sales@atlastrailers.co.nz Imported trailers offer consistency The trailers are designed and engineered combining high technology with strength and durability to meet the British Standards Institute requirements. T T Russell Fredric “The trailers tend to hold their resale value and have lower depreciation, which is important for customers making that investment.” For more than two decades, Atlas Trailers has built its reputation around a simple proposition: supplying well-engineered trailers backed by parts, servicing and longterm support from its Darfield base. Business development manager, Kelvin Small, says the company’s connection with UK manufacturer Ifor Williams Trailers, which is based in Wales, has been central to that journey. Atlas Trailers became the brand’s main New Zealand distributor and has spent the years since building awareness and support networks across the country, Kelvin says. “Rob and Helen Pooler made the approach to Ifor Williams when the opportunity arose, and they’ve successfully been the main distributor since 2005.” The partnership was a natural fit. Ifor Williams has been manufacturing trailers in the United Kingdom for more than 65 years, and is a familiar name to many New Zealanders. For Atlas, the appeal lies in the consistency of the product and the support that comes with an established international brand. The trailers are designed and engineered combining high technology with strength and durability to meet the British Standards Institute requirements. That emphasis on design, manufacturing and specification helps distinguish the range in a competitive market. “They’re built well and they last well. The trailers tend to hold their resale value and have lower depreciation, which is important for customers making that investment,” says Kelvin. Today, Atlas services a broad customer base, including construction contractors and hire companies that use plant, tipper, and tilt bed trailers to transport excavators, rollers and other equipment, while farmers rely on flatbed and livestock models. The equestrian sector is another growing market, with horse floats making up an important part of the range. Alongside trailer sales, the company provides servicing, repairs, Warrant of Fitness inspections, parts and accessories. Customers can configure trailers to suit their needs, with Atlas selecting options and accessories that are best suited to New Zealand conditions. “What customers are really looking for is something that’s well built, will last, and has good after-sales support. They want to know parts and accessories will be available when they need them.” The trailers arrive in New Zealand fully manufactured and assembled, shipped in containers from the UK. Atlas then prepares them for delivery, fitting accessories, and ensuring they are ready for work before they leave the yard. While Ifor Williams remains the core of the business, Atlas also imports a range of agricultural and construction-related products, including Marshall trailers, Strimech bucket attachments, Trakjak tractor jacks and Cousins rolls. The company also manufactures a ground-loading trailer for mowers and ATVs, along with stock-loading ramps. Atlas Trailers’ growth has been partly driven by a compounding customer base – as more trailers enter the market, demand for servicing, repairs and replacement parts naturally follows. “We spend a lot of time building networks and maintaining relationships with customers who hire trailers, sell equipment, or work with trailers every day. Those relationships are very important to us,” Kelvin says. Employing five full-time staff, Atlas remains firmly rooted in Darfield. Its location west of Christchurch provides access to a large, multi-faceted customer base, while keeping strong links to the rural communities that have supported the business from the beginning. “Being a small business in a rural community is one of the backbones and strengths of New Zealand,” says Kelvin. “The family has grown up in the Darfield community, and those connections remain important to the business today.”
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