'Value brand' Chicago Pneumatic targets rental buyers

23 April 2010

Kishore Sidhwani, vice president of Chicago Pneumatic, at Bauma.

Kishore Sidhwani, vice president of Chicago Pneumatic, at Bauma.

Kishore Sidhwani, the recently appointed executive leading the development of the Chicago Pneumatic (CP) business for Atlas Copco, said the company's "value segment" equipment would be particularly attractive to small and medium sized rental companies.

CP is selling a range of compressors, generators, concreting equipment, light compaction and hand held tools, some of which are modified Atlas Copco models.

Mr Sidhwani, who became vice president of CP earlier this year having previously working for Atlas Copco in India, said the CP equipment would not be full-feature of full specification models, but simple to use and own; "We will also differentiate [from Atlas Copco] by the way we do business - through distribution only. Atlas Copco is direct sales and distribution. And we will focus on doing business via the web."

He said; "There will be rental companies who would be very much interested in what the CP brand stands for - solid, reliable equipment that is easy to maintain. Products that work."

Chicago Pneumatic as a brand is best known in North America, and Mr Sidhwani said his priority would be to expand the business there and also in Europe, South America and India, before focusing on other areas such as the Middle East and South East Asia.

Another priority will be to expand the network of dedicated CP distributors. "We're going in with a good full range of equipment", said Mr Sidhwani, "Yes, we have plans to increase portable compressors and generators, but we have a very good offering to start."

Also part of the CP business is Tremix, the former Dynapac business for concreting and light compaction equipment. Tremix is best known in northern Europe and Mr Sidhwani said the brand would be retained; "We intend to keep that brand and the specialisation that they have in concrete."

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