In last month’s issue, we learned about the release of the Hidromek brand in New Zealand and follow it up now with a look at some of the first machines into the country.
With the first batch of Hidromek excavators landing on local shores in early 2018, local buyers were available to get actual hand-on operating experiences from New Zealand distributor Magnum Equipment. One benefit of getting Hidromek brand awareness out was that the business was able to place a number of machines into its Magnum Hire fleet.
“We needed replacement excavators in the hire fleet, so some of the machines were quickly absorbed there,” says Magnum founder and director Liam Field. “This was fortuitous as it helped give brand recognition, especially when the machinery was working on high profile sites, such as motorway construction.”
Another benefit was Liam’s long-standing association with equipment buyers who were looking for something that was different to what was usually available.
“Prior to us taking on the Hidromek and Morooka brands, we were secondhand equipment specialists,” says Liam. “I had heard pretty much every story from customers about why new machinery was so flimsy, or how someone was mistreated by the new equipment sellers – I know because I was also one of those who got mistreated.”
So, as Liam puts it, things didn’t take too long before good words got out about the new brand on the block.
“We were quite lucky that some of our key clients recognised the benefits of the strong build quality of Hidromek machinery and also the positive feedback from operators,” says Liam.
“For them, it often became something of a reward for the operator to be placed in a black and white excavator after years of sitting in something yellow or orange – sort of like going from a Toyota Camry to a Mercedes SUV – or that is how it was told to me.”
‘001 – License to dig’
A number of owner operators soon picked up on the positive comments and distinctive differences of the Hidromek brand, among those owner operator Richard Algar of Manawatu who put a 14-tonne Hidromek HMK 140 LC excavator to work in 2018.
“Richard was the first owner-operator to buy a Hidromek excavator, so we gave him the nickname ‘001 License to Dig’,” says Liam. “He knew his machines, so I really wasn’t surprised when he selected Hidromek.”
With more than 30 machines of varying brands under his belt, brand loyalty was something he didn’t necessarily adhere to, although was quick to point out that he had some long-term runs with certain brands.
One of the key aspects he said at the time was the earning potential of a machine and support he got from the distributor, those two factors deciding that the move to Hidromek and Magnum Equipment was a good enough reason to purchase the brand.
“In fact, the first machine worked so well for Richard, he ended upgrading to the new H4 model when they were released and that machine saw him through to retirement – so one could say, he finished on a high,” says Liam.
Peppering the countryside
Following on in a similar vein to Richard Algar, it didn’t take too long before the black and white Hidromek colours were seen peppering the North Island from Kerikeri through to Wellington and across Cook Straight into the top of the South Island.
While a number of large fleet owners use Hidromek equipment, small fleet owners and operators have found a particular affinity with the brand.
“We have found a lot of our buyers are small fleet owners who want to deal with a business that is not bogged down in bureaucracy, and they can actually talk to a decision maker without having to go through a truckload of gatekeepers,” says Liam.
“Here at Magnum, we are a lot different to other equipment distributors out there. We’re Kiwi-owned and if you phone up and want to talk to me, the business owner, then I’m right here to discuss any aspect of your machine good or bad – we can even do it over a beer if you want to. I can take feedback straight through to the Hidromek design team, which I know doesn’t happen with most other brands out there. It’s why Hidromek builds great machinery. It may not be the cheapest on the market, but we believe it’s the best.”
For more information, visit magnumequipment.co.nz
Images from DOW Library