The tough got growing
June 1st 2007

Tim Waples has been part of what is now Doosan since its first trucks were introduced here in 1984. Now he's the UK general manager. He says R&D investment, brand new trucks, a strong dealer network and a full warehouse range in the pipeline mean his is no Orwellian task. Brendan Coyne reports

Doosan's aspiration was always to become a top five forklift firm. According to Waples, if you take counterbalance truck sales alone in the UK, it probably already is. He thinks the new Pro-5 range will further strong year-on-year growth – which in recent years saw the likes of Eddie Stobart (200 trucks), British Airways World Cargo (23 predominantly AC forklifts), Rolls Royce Marine and Allied Bakeries join the client list.

Waples puts success down to the strength and loyalty of Doosan's dealers: Wigan's LB penetrating Eddie Stobart; Rushlift winning the BA business; and Forktruck Direct making inroads into Allied bakeries. However he says there's still some way to go.

"Our emphasis will remain on our dealers," says Waples. "But to really break into the larger fleet users and operators, we need to increase our national accounts performance, an area we're looking to develop over the next 2-3 years. We're looking at every possible opportunity. These include strengthening some of our existing dealers to and in some cases by going direct to national accounts – using our dealers to provide service and support." He says once the national network is in place, the retail market should prove more penetrable.

The company has earmarked 2010 as the year to achieve full top five status. Alongside an enhanced national support network, Doosan knows it must offer a complete range to compete evenly in an increasingly crowded market. Waples says a warehouse family is in the pipeline, rolling out well before its selfimposed 2010 deadline.

The acquisition effect

Doosan's investment, procurement and R&D resources mean the company's previous plans accelerate. The Pro-5 range, launched at IMHX, came to market in little over a year since the acquisition. Waples says true to its predecessors, it will win customers through durability and reliability. "These were always our strengths. But it also delivers exceptional service and support levels (a 94% first pick rate for spare parts from Cardiff) and is amongst the most competitive in terms of running costs." Pricing, he says, remains keen.

While the market dipped last year, Doosan achieved record sales. The 2007 first quarter sales are "exactly on target", according to Waples. Backed by Korea's biggest company and armed with new trucks, an emerging national infrastructure and "incredibly strong" dealers, Waples is quietly confident this year, like last, will be Doosan's best yet.

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