JLG holds first ‘Bauma replacement’ event
By Euan Youdale29 March 2022
JLG has held the first event in its New Perspective initiative, which includes its decision not to attend Bauma this year.
The event at its UK location in Leicester, 21-25 March, saw distributors from 19 countries gather to see a range of equipment and presentations about the latest developments at the company, and take part in an awards ceremony.
Under its ‘New Perspective’ programme, JLG is moving towards smaller, localised in-person events, and away from larger exhibitions such as Bauma 2022, which is set to take place in Munich, Germany, in October.
Apart from presentations and interactive workshops at March’s UK event, attendees also had the chance to meet face-to-face with JLG product managers and senior management to discuss industry trends and the needs of their respective markets.
Among the machines making their European debut was the 670SJ self levelling boom, which enables work on slopes up to 10 degrees in any direction and eliminates the need for preparation work such as grading. The company’s sustainable solutions were also on show, including the Davinci electric scissor lift, electric conversion kit and ERT scissor lifts. They were accompanied by the latest HC3 boom lifts and a variety of low level access products.
“Our Leicester facility opened two years ago, just before the first lockdown of the pandemic,” said Karel Huijser, JLG general manager and vice president for EMEAIR.
“We’re extremely proud of it and this is the first time we have been able to host an event of this kind. Welcoming our distributors from across Europe, the Middle East and South Africa, has brought a special kind of energy to our facility this week.”
JLG is now preparing for a second, larger New Perspective event to be hosted in May, which will host distributors and customers.
Huijser said, “Paired with investment in digital engagement, this approach and our ‘New Perspective’ will give customers the flexibility to engage with us face-to-face, digitally or both.”
Another highlight of the week was the awards dinner, the first of its kind to be hosted by JLG. The four award categories covered sales, service, marketing and low-level access, and distributors from Denmark, Poland and South Africa, and a new partner in the UK, were respectively selected as the worthy winners.
Jan Møller Christensen, responsible for sales at Lissner in Denmark, picked up the award for best sales. He said, “Receiving the award for best sales gives us great satisfaction, as we have been working together with JLG for 13 years. JLG products are top of the world in Denmark, and everyone knows that.”
The service award winner Riwal Poland was represented by Wojciech Lisicki: “It’s a great honour to win this award, I feel proud of our whole team. We are extremely customer-focused and I think that’s what makes the difference.”
Terence Casey, business development manager of Eazi Access in South Africa, was delighted to receive the award for best marketing campaign. “It’s nice for us to be recognised with this award. I’ve enjoyed the New Perspective event, it’s an impressive facility, and it’s inspiring to see new machines and gain an insight into what’s coming next.”
UK-based Daxten Limited was recognised for its adoption of low level access (LLA) products and its data centre consultant Phillip McGuinness collected the award. “Our relationship with JLG developed over the last 18 months, during the pandemic, so this has been our first opportunity to meet each other. We serve the data centre market and our customers include large internet providers. They have been asking for low-level access equipment to prevent injuries during maintenance or installation and JLG is the perfect solution.”