Trailer Magazine

National pride

  • From the July 2020 issue.
National pride

To increase trailer sales and brand awareness in the south eastern states, Bruce Rock Engineering has appointed Michael Booker as Regional Sales Manager for Victoria, Tasmania and New South Wales.

Founded in 1980 in the WA wheatbelt town of Bruce Rock, Bruce Rock Engineering (BRE) has built an enviable reputation for producing some of the most durable yet light tare weight trailers in
the country.

The company has adopted clever engineering practices and utilises the full spectrum of available high- and ultra-high tensile steels for its trailer chassis designs which enable maximum strength with minimal weight.

A prime example of the company’s innovative approach to trailer building can be seen in the recently introduced refrigerated vans, Cold Core MSC.

Having partnered with North American trailer manufacturer Wabash National, BRE imports the van body componentry – which are constructed using Wabash’s Moulded Structural Composite (MSC) technology – and integrates them with its own rugged light tare chassis design.

The resultant trailer, according to BRE, is strong, light and provides enhanced thermal efficiency for the Australian market.

With this product, along with other trailing equipment lines, BRE is seeking to bolster its presence in Australia’s east coast market as well as its home state of WA.

With this in mind, the company has employed Michael Booker to continue to raise awareness of the BRE brand and products, supporting fleets with the personalised customer experience that BRE strives for.

Michael is a trailer industry sales veteran, having worked with a number of Australia’s trailer manufacturers with a career spanning 14 years.

During a tenure with one of these manufacturers, Michael worked with Lee Maddison, who is now BRE’s WA Sales Manager.

“I’m really happy to be working alongside Lee again and to be back in the tipper industry,” Michael says.

“It’s a great chance to meet new customers and reconnect with past customers from Victoria, southern NSW and Tasmania.

“From the initial chats I had with Damion Verhoogt (BRE Managing Director) it was clear to me that the Bruce Rock Engineering group had a really positive attitude and was always taking
forward steps.”

Michael has been working for BRE since November last year, based at Derrimut in Victoria, and is striving to increase the concentration of BRE products in the south eastern corner of the country.

“With a proven reputation assisting clients in the bulk haulage/tipper segments, I am keen to showcase and demonstrate the efficiency and quality advantages of BRE’s range of side and end tipper products,” Michael says. “We’ll also be pushing the Cold Core MSC refrigerated trailer range that was launched at the Brisbane Truck Show last year.

“We’ve had two demo units out and about for 11 months now and we’re just starting to see new stock hitting the ground,” Michael says – adding that the response from the industry to the demo unit trials has been excellent.

Tare weight of these new units is among the lightest in the market and thermal efficiency is outstanding, going by the feedback we’ve received from those who have trialled it and our own testing done before the launch.”

As for the tippers, Michael says the company’s focus is on selling light tare units constructed with durable Hardox steel for the quarrying and grain haulage sectors.

He says the advantages of the steel bodies far outweigh the minimal approximately 1.5 per cent heavier tare weight compared to aluminium tippers.

Michael says that having worked with a number of Australian trailer production facilities he believes the BRE process is second to none.

“I’ve visited some of the main trailer factories in Australia and from what I’ve seen BRE has the best workmanship as far as welding and steelwork are concerned,” he says. “They are built for durability, presentation and tare weight and they tread the balance between the three necessary factors very well.”

Michael emphasises the innovative radius floor design of the BRE steel end tippers.

“Having just one join in the middle of the floor is sensational and the product release is excellent due to the radius corners,” he says.

Another BRE product Michael is keen to promote is the tri-axle drop-deck widener which also features a light tare weight and the availability of fold down ramps which improve aerodynamics, particularly when running empty.

“It’s a very versatile unit that can carry everything from machinery to containers to loads of hay,” he says. “I would estimate it tares about 400kg lighter than our competitors’ units while still being able to do the same tasks.

“I’m looking forward to selling the various products in the BRE range and showing clients the many benefits this equipment has to offer.”

Fast Fact
Bruce Rock Engineering has employed Michael Booker as its Sales Manager for the states of Victoria, New South Wales and Tasmania.

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