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Special feature: Maxilift Australia’s Dealer Network

Trailer magazine featured us this month and talked about our Australia-wide dealer network for Effer knuckle boom cranes, Maxilift cranes and Unic cranes as well as our Tommygate liftgates.

It’s a great read – check it out below or click the link to view the printed version!

Trailer Magazine – April feature


Surrounded with service


Following the addition of the Italian brand Effer to its portfolio, crane specialist Maxilift Australia has carefully cultivated a nationwide network of dealerships to match the company’s high quality service.   

Excitement is building behind the scenes at Maxilift. With the recent addition of Effer’s knuckle boom crane range to its product offering, the crane experts has now turned its attention to its service network, searching the country for Australia’s most experienced crane service centres to distribute the globally renowned brand.

Now, Maxilift has created a list of partnerships with crane distributors in all major states and regional areas, each with the capacity, knowledge and passion to successfully look after its customers nationwide.

“The establishment of these new partnerships means we can offer the highest level of product service available in Australia for Effer cranes, which are the most technologically advanced cranes on the market,” says Bob Davis, Managing Director of Maxilift Australia.

The capacity of Effer knuckle boom cranes ranges from 2tm to 300tm, providing an option for practically any vehicle loading application. The high quality of its products has bolstered Effer’s reputation, making it easier for Maxilift to source willing distribution partners. However, Maxilift also took great care selecting companies, wanting to ensure each one was capable of delivering the high levels of customer service that the company expects.

Perth-based Cranetech Australia has been successfully supplying Western Australia with Effer cranes for the last 10 years. “Cranetech has been a great support for Maxilift and Vic Crane Sales & Service which now has exclusive rights to the Effer brand in Victoria and Tasmania,” says Bob – adding that Maxilift exclusively distributes the Effer range in South Australia, New South Wales, Queensland and the Northern Territory through the new dealer network.

According to Bob, longstanding Maxilift dealer North Queensland Engineering and Fabrication (NQEF) has proven itself capable of servicing Cairns and the surrounding regions. “NQEF has been an active dealer for Maxilift Cranes and Tommy Gate for several years, and now they have taken on exclusive distribution for UNIC and Effer brands in far north Queensland,” explains Bob.

One of the most recent additions to the Maxilift network is NQEF’s neighbour RGM Maintenance, which has branches in Brisbane, Townsville, Adelaide and Darwin, “RGM has always brought high levels of enthusiasm and passion to their work, which is why we know they are a great fit for us,” says Bob – revealing that the RGM site in Brisbane will serve as a base for Maxilift Australia’s Queensland sales staff.

Nabil Fahmy, Director of ROC Hydraulics in Sydney says that joining forces with Maxilift will allow both companies to grow. “We wanted to meld with a reliable partner that’s committed to our industry and that has world class products. Maxilift is the perfect fit,” says Nabil – noting that the ROC Hydraulics base in the west Sydney suburb of Arndell Park now provides installation and technical support to the state capital, with T&I Hydraulics taking care of the Newcastle and Midcoast region.

In the west of New South Wales, Maxilift has partnered with special purpose body builder Obieco Industries based in Tamworth. Anthony Steel, Director of Obieco, carefully considered the opportunity before signing on, wanting to ensure that partnering with Maxilift and the Effer brand would benefit the company.

“We cannot afford to have a supplier who is not totally committed to the highest level of product support and who has the experience and desire to deliver it,” says Anthony. “Nobody has a more experienced support team or better coverage than the Effer Australia team. They have ticked all the boxes for us.” Fully committed to the brand, Obieco sent its head installer out to the Effer factory in Italy along with Maxilift’s most senior technical staff member, where they both became accredited with Effer’s ‘Train the Trainer’ program.


Alongside its range of cranes to suit just about any materials handling purpose, Maxilift Australia has now created a network of passionate distributors that are dedicated to providing the best quality service to its customers Australia-wide. “The Maxilift service is all about putting the needs of our customers first – that is what’s important to us and that’s all there is to it,” Bob concludes.