Prime Mover Magazine


Bruce Rock Engineering’s sound strategy

  • From the October 2016 issue.
Bruce Rock Engineering’s sound strategy

To solidify its expansion into the east coast, Western Australian trailer builder Bruce Rock Engineering has started putting all the pieces of its serious strategy into action.

Bruce Rock Engineering (BRE) has used the International Truck, Trailer and Equipment Show (ITTES) 2016 this May as the official launchpad for its expansion into the east coast of Australia.

Displaying a variety of trailer models in the freight capital of Melbourne, BRE was able to show key decision makers just how serious it is about pursuing the eastern market, and provide a first-hand look at its high quality equipment.

Yet, the launch at the Melbourne Truck Show was only the first part of Director, Damion Verhoogt’s expansion strategy. At the same time, he appointed Jason Maxworthy as Sales Manager, East Coast, and local transport expert Brenton Deane as East Coast Operations General Manager, to drive the expansion strategy from their New South Wales bases.

Bringing a lifetime of transport experience to the BRE family, Brenton is especially knowledgeable on the company’s refrigerated trailer offering from US trailer builder Wabash National. Having worked with the imported reefers during a previous role as General Manager Fleet Maintenance at NSW haulage firm Ron Finemore Transport, Brenton says he has found the product from the US trailer builder to outperform any reefers made locally.

“The Wabash ArcticLite has a thermal efficiency better than anything available in Australia, while still being almost a tonne lighter than other models, depending on the specification,” Brenton explains. “That gives you a number of benefits in terms of fuel efficiency and increased payload capacity.”

According to Brenton, each Wabash refrigerated trailer box imported into Australia undergoes a design consultation period with the local team in Bruce Rock, who then pass along the specifications to the engineers at the Wabash home manufacturing facility in Indiana to build.

“Wabash is the biggest trailer builder in the US, which gives it the capacity to be very flexible in working with our clients’ design requirements and incorporate custom features,” Brenton says. ”The engineers are open to ideas, even if they are working with uniquely Australian concepts like Performance-Based Standards. We’ve already done some preliminary quad-axle designs and Wabash has proven capable of working within our unique high productivity guidelines.”

Brenton explains that B-trailers and single trailers are built to the design spec in Indiana and fully imported, including running gear. Meanwhile, all A-trailers feature a chassis that is manufactured locally by the BRE team in Western Australia and assembled at a facility on the east coast.

“Thanks to our newly-created strategic service partnership with Royan Truck & Trailer Repairs, Australia’s largest heavy vehicle accident repair specialist, we have an established network of facilities ready to use in Victoria, New South Wales and Queensland,” Brenton says. “Our customers on the East Coast can rest assured that we have a local network here to support any of our tippers, flat tops or refrigerated products.”

Brenton adds that interest in the BRE and Wabash products has grown substantially following the official launch in Melbourne, and continues to increase as the east coast team cements its locality with attendance at Field Days. Most recently, BRE brought a number of tippers and flat tops to the Henty Show in New South Wales in September.

“These machinery days are where a lot of local farmers and agriculture equipment specialists make serious purchasing decisions, so it’s critical for us to show our knowledge and capacity to service their needs by attending,” Brenton explains.

That capacity, already solid through the partnership with Royan, will be bolstered over the next 12 months as construction begins on a purpose-built facility in Cooma. “I already have the land, and I’m currently putting the final touches to the layout,” he says. “It will feature a full B-double workshop, office space, parts and aftersales service areas and a hardstand out the back.”

As word spreads on the East Coast about BRE, what was once a small Bruce Rock-based engineering firm is transforming into a truly national brand.

“Feedback from the industry has been overwhelmingly positive,” Brenton says. “BRE and Wabash National both have a solid reputation for product quality, backed by a Director who has proven his expertise in the transport industry. Thanks to his strategy, it’s clear that BRE’s expansion to the east coast is a serious move.”

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