Power-Lift new German distributor for Oil&Steel

By Patrick Hill01 September 2008

Caption: From left, Elmar Ecuenbach, co-owner and technical leader, and Holger Johan, co-owner and m

Caption: From left, Elmar Ecuenbach, co-owner and technical leader, and Holger Johan, co-owner and managing director of Power-Lift, with Bernhard Föderl, sales manager of Oil&Steel.


Oil&Steel has named Power-Lift as its master distributor in Germany. The move finalises the Italian manufacturer's efforts to meaningfully enter that market and clearly puts to an end the Oil&Steel Deutschland "brand", an effort launched about a year ago.

Power-Lift is distributor in Germany for the UK's Upright Powered Access, through its Upright Powered Access Deutschland business unit, and for US lift equipment manufacturer Sumner Manufacturing, as well. Power-Lift managing director Holger Johan told AI that he is actively negotiating to become distributor for two other access and lifting companies, as well. He said, "We will be within three years one of the top three distributors in Germany."

Commenting on the current market, Mr Johan said, "The access market is always going up and down, and the curve in Germany is more extreme. 2007 was a fabulous [sales] year, but we had long delivery times. Now everyone has stock; all distributors are on the same level. A price fight is starting."

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