Prime Mover Magazine


Steelbro’s plans turn to reality

  • From the June 2015 issue.
Steelbro’s plans turn to reality

Half a year is a short time in the life of a 137-year-old business, but for New Zealand’s Steelbro brand, it was just enough to get itself organised again after a period of substantial change.

2014 was a year of planning, re-focusing and refining processes for side-loader specialist Steelbro. After a substantial organisational re-shuffle, the New Zealand-based company ended up being purchased by Howard Porter last December and has since been integrated into the West Australian trailer manufacturing company.

Despite the turmoil, the new owner recognised the inherent strength of the Steelbro brand and has shown great commitment to rebuilding it. Now Steelbro is back in business, with an ambitious international growth strategy and the full backing of Roy Lombardi, Managing Director at Howard Porter.

“The loyalty and dedication the Steelbro team has shown towards the brand in the short time it’s been owned by Howard Porter is remarkable,” he says. “If you see just how confident they are in the product, it’s not surprising that Steelbro’s clientele is equally devoted to the brand, which after all has been built up over many years. Inspired by that, we are committed to strengthening the foundations of the Steelbro business and growing it globally going forward.”

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