Sinoboom appointment targets used equipment

Mitch Ely.

Sinoboom Australia’s Mitch Ely has taken on the newly created role of Director of Global Used Equipment, overseeing the Sinoboom worldwide strategy for its used MEWPs.

He will fulfill this role alongside his current duties as General Manager for Australia and New Zealand. Ely’s appointment was announced by Dawei He, Executive Assistant to the CEO, during the Sinoboom press conference on the first day of Bauma, last week.

The market segment for used equipment is an active one with high demand, said Sinoboom. Therefore the company has created a comprehensive strategy for the management of its equipment throughout the process.

It is designed to provide value for the customer, and address the logistics of used equipment management.

Sinoboom’s used equipment strategy.

One such initiative is Sinoboom Certified Used, set to stimulate trade activity to support new equipment sales. The company has identified regional global market segments and is creating a global selling network, which will help smooth out the increased equipment flow.

Ely said, “As Sinoboom’s global presence grows and matures, a solid, systematic process is needed for the handling of our used equipment. Sinoboom machines are built to last, and with the used equipment process and network in place, we can ensure the long, useful working life of our platforms for customers around the world for many years to come.”

Sinoboom acquires Holland Lift Buyout follows liquidation in 2023 with full range planned