UpRight US unified under Snorkel

By Maria Hadlow27 February 2009

Snorkel is incorporating UpRight's US operations, to create one full-service brand, a unified sales team and improvedproduct support capabilities.

George Fitchett, vice president of sales for Snorkel International, said, "At a time when most aerial lift manufacturers are downsizing and retrenching operations, we are expanding ours.

"The addition of these high quality products, plus dedicated and experienced people in a new West Coast facility, will build on Snorkel's reputation for great machines and outstanding customer service."

Snorkel and UpRight are both owned by the Tanfield Group. Until now, Tanfield had pursued a dual-branding strategy for North America.

Snorkel, based in Elwood, Kansas, is the primary brand in the US, produces scissor and boom lifts, with working heights from 19ft to 126ft. UpRight, based in Fresno, California, produces trailer-mounted lifts and small electric platforms under the UpRight brand, while also providing a full spare parts service and product support for the tens of thousands of UpRight lifts still working across North America.

Following the expansion, all machine manufacture will now take place at Snorkel's facility in Elwood. Fresno will become Snorkel's product support centre for the West Coast, but will continue to provide spare parts and technical support for existing UpRight customers.

Darren Kell, CEO of The Tanfield Group Plc, said, "The addition of the UpRight products, facilities and team into Snorkel enhances our customer performance.

"We have doubled our provision of spare parts and product support, with the expansion of Snorkel into a West Coast facility. All customer-facing operations for both brands are now transparent, streamlined and even more focused.

"And I can assure all existing owners of UpRight machines that we will continue to provide a full product support and spare parts service for their lifts."

At The Rental Show, visitors can see the former UpRight products in their new Snorkel livery, including the TL37 and TL49K trailer-mounted articulating boom lifts.

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