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Prime Mover Magazine


Market leader Isuzu starts revolution for small business

On the cusp of achieving an astonishing 30 years as overall truck market leader in this country, Isuzu Australia owes a good part of its sales success to the popularity of its products among small to medium business owners.

Owners like Graham Anderson and his business partner Greg Adams who met when they were both working for a multinational wood panelling company.

After identifying a niche way to do things a little bit better, they decided to start their own business supplying quality wood-based panel products to cabinet makers, shopfitters and targeted sections of the industry.

“We employ 19 staff including us, which makes us a small to medium-sized business, but we’re basically the smallest of the bigger players,” said Anderson.

Revolution operates a 2,000 square metre distribution warehouse and an 800 square metre cut-to-size facility, both in the industrial suburb of Brendale north of Brisbane.

From here, the company radiates out to Brisbane, Gold Coast and Sunshine Coast regions, with some larger project work further afield into far north Queensland and interstate.

When it came time to pick a new truck to haul the panelling, Anderson and Adams went on a reconnaissance mission.

“The key factor it came down to was reputation,” said Anderson.

“Obviously we get to talk to a lot of people who know about trucks; not only trucking companies, but the drivers who deliver the products.”

“We asked the truckies who deliver to us and it was word of mouth reputation that encouraged us to get our first Isuzu.”

That truck – an FXD 1000 Long Wheel Base model – was delivered about three years ago.

Having put the vehicle to work over that period, Revolution approached its next truck purchase armed with a new depth of information.

“What we’ve found since then, and the reason we’ve gone with Isuzu each time, is basically performance,” said Anderson.

“The power and fuel efficiency are great, servicing intervals are significantly better, and the higher resale value is a consideration too.”

“Plus, the feedback from our drivers is that they have a much higher level of comfort. From an employer’s perspective, that’s actually a large factor, since it supports us in reducing driver fatigue and ultimately, staff turnover.”

Revolution’s recent Isuzu purchase comes with a greater Gross Vehicle Mass – moving from 16,500 kg to 24,000 kg – and a few modifications of their own.
“Our new Isuzu is an FXL 240-350 Long Wheel Base, with an 8.3m curtain-sider body,” he said.

“We’ve put a stand-up storage unit between the body and the cab, and we’ve also gone to our first Latch Liner system.

Latch Liner eliminates the buckles that are found on traditional curtain-sided truck bodies, dramatically reducing curtain opening and closing times.

In conclusion, Anderson said having a smart, reliable and fit for purpose transport solution with time saving features such as Latch Liner enables Revolution to maintain its competitive edge.

“Buying our first Isuzu was as much about having a different experience as anything else. We were looking around for a new truck and then chose the Isuzu based on the reputation.”

“For this latest one, we’d enjoyed the results and so stuck with what works.”

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