Brian Coogan talks with Jonathan Campbell, Managing Director of Sleator Plant
Q: When did Sany enter the Irish market?
A: Sany entered the Irish market in 2015, and in 2019, they approached Sleator Plant about becoming their dealer for all of Ireland. We visited their European headquarters in Bedburg, Germany, and were impressed by their ambitions for the Irish market. Their goals aligned closely with ours, which made the partnership a perfect fit.
Q: How has the Sany brand been received in Ireland so far?
A: The reception to Sany in Ireland has been very positive. When we first launched in 2019, there was some understandable skepticism due to preconceived notions about Chinese products. We took these concerns seriously and addressed them head-on. Sany supported our efforts by offering a Best-in-Class 5-Year Manufacturer Warranty, which reassured customers about the quality and reliability of the machines.
Q: What prompted Sleator Plant to open a facility in Dublin?
A: From the start, we planned to invest in a depot in Southern Ireland after partnering with Sany. Now, as the dealer for Sany and Genie across all of Ireland, it’s crucial to have a presence close to our major customers. We nearly finalized a deal for a location in March 2020, but then COVID-19 delayed our plans. Eventually, we secured a site at the newly developed Dublin Inland Port, St. Margarets, near Dublin Airport. This location is ideal, with easy access to the M50 and major routes across the island.
Q: Has there been demand from customers south of the border for the new Dublin depot?
A: Absolutely, the demand has been strong. We knew that if we opened a new depot in Southern Ireland, we had to do it right. Visitors to the depot will appreciate the investment we’ve made in creating a high-quality facility. It’s also important to me that our team members have a safe and comfortable workplace.
Q: What other brands does Sleator Plant represent?
A: We are the all-Ireland dealer for both Sany and Genie. We believe strongly in these brands and aim to bring a fresh approach to the market, keeping our customers at the forefront of everything we do. We’ve also recently added Bandit Forestry to our portfolio, a premium brand in the U.S., and we’re excited to introduce it to the Irish market.
Q: Will the Dublin depot include a parts division?
A: Yes, our Dublin depot will maintain a parts stock to support our customers. We’re gradually growing into the facility and are focused on hiring the best talent to join our team. The depot is designed to accommodate a substantial parts inventory, allowing us to quickly adapt to market needs.
Q: Are there plans to open additional depots in Southern Ireland?
A: Right now, our focus is on establishing our new Dublin depot. It’s an exciting phase in our growth, and we’re committed to laying strong foundations in the Southern market by hiring local staff to serve our local customers. In addition to this we have identified a new site just outside Belfast that will be developed in 2025 at a significant investment. This will be a brand new facility for our Northern Ireland location.
Q: How was the turnout at the open day?
A: Open days can be nerve-wracking, but ours exceeded expectations! Eddie Rockets’ food van was a hit, serving over 100 people on the day. We were initially hoping for 40-50 attendees, so having over 100 was a huge boost. It was great to see our current customers, meet new ones, and close several deals, including a multi-unit Genie order and multiple Sany sales. The Sany 18-meter telehandler, in particular, was very popular, with five units sold that day.
Q: Are there any special offers for potential Sany buyers?
A: Yes, Sany has recently released updated versions of the SY35, SY50, and SY135 models, featuring enhanced cab comfort that operators love. We offer a standard 5-year warranty on all Sany excavators, which is very appealing to customers. Additionally, we’re offering two free services with every SY18 purchase until the end of 2024. There are also some excellent deals available on the Genie range through the end of the year.
Q: Why should end users consider investing in Sany equipment?
A: Sany invests 7% of its annual revenue in R&D, which is evident in the continuous improvements in their machines. Customers are increasingly concerned about residual values, and we’ve seen Sany’s resale value steadily increase at auctions, making it a smart investment. In a market where brand loyalty has waned, customers want real value for their money, and Sany delivers that. Our experienced service team aims to reach customers within four hours of a call, ensuring top-notch support.
Q: Who are the key team members for the Southern region?
A: We recently brought Paul Mullally on board for our sales team. With his extensive background at McHales selling Komatsu products, Paul sees great potential in the Sany range. John McCormack, our sales representative for Munster, is based in Charleville and has made a strong impact since joining in January 2024. Another valuable addition is Paddy Dunbar, an experienced engineer who joined us from Finning. He has a fantastic rapport with customers and a deep understanding of their needs. I’ll also be regularly present at the Dublin depot, which feels like a homecoming for me after living in Dublin for several years.
We’re actively recruiting more top talent to build a strong team at Sleator Plant Dublin, ensuring that we continue to provide exceptional service to our customers.
