Bobcat targets UK sales improvement

Bobcat aims to significantly increase its sales of mini-excavators and telehandlers in the UK by dealing directly with national accounts (including rental companies) and offering greater support for its dealers.

Philip English, an ex-country manager for CNH Capital Ireland, joined Bobcat in April as regional manager Northern Europe (UK, Ireland and Benelux), and forms part of a new team that will include two dedicated major accounts managers – Julie Walker and Anthony Kinder – who will deal directly with UK and Ireland national accounts. The new Bobcat sales team will also help Bobcat dealers target big regional rental companies and contractors.

A key challenge for the team will be increasing its sales of mini-excavators and telehandlers, which are currently at very low levels, under 5%; “This is the biggest challenge we have”, Mr English told IRN at the recent SED exhibition in the UK, “Bobcat has invested in the resources to make it happen”.

Mr English said Bobcat would also be offering additional services to dealers, including plans to help them increase stock levels.

The UK initiative includes the opening of the first UK Bobcat store, Bobcat of West Midlands, in May 2008, which will provide sales and service support to Bobcat dealers and offer a single point of contact for national accounts. It will also be the base for service vehicles providing national coverage.

The investment in the UK comes as Bobcat restructures its European sales organisation into five regions: Eastern Europe, Mediterranean, North Europe (under Mr English), Main Europe (France, Germany, Austria and Switzerland), and Africa/Middle East.