BUSINESS at a commercial vehicle specialist has been given a huge lift since becoming Britain’s only agent for Italian-made Effer cranes.

Martin Williams (Hull) Ltd, one of the UK’s leading names for commercial vehicle bodybuilding, coachbuilding and accident repairs, operates from a seven-acre site.

Seven months ago, the company gained the Effer franchise as the sole UK distributor for truck-mounted cranes.

The Hull Daily Mail reports, the cranes are bought in directly from the factory in Bologna, then mounted on vehicles to bespoke orders by customers.

An order book for the cranes of about £2.5m has come in to Martin Williams since taking on the agency, and the extra work has meant expansion of the site and up to 15 more people taken on.

Chris Williams, a director of the company, said: “We have expanded the building and created a new 50m crane bay since taking on Effer.

“There will be between ten and 15 extra men employed with us as a direct result, and that number is set to grow over the next year.”

Martin Williams recently took a stand at Vertical Days, a leading event in the European calendar for cranes, access and tele-handling equipment, held at Haydock Park, displaying the Effer cranes.

effer-crane-

Martin Williams/Effer was the only truck-mounted crane supplier exhibiting at this year’s event and its rear-mounted crane, fitted to a Volvo FH Tridem truck, helped to showcase the firm’s bespoke bodywork.

Nick Williams, brother to Chris and co-director of the company, who organised exhibiting at the event, said: “We got lots of interest there and hope to confirm a lot more orders as a result of the show.

“But credit has to go to national sales manager, Jon Cooper, who has 25 years’ experience in the crane industry and has sold more than 30 Effer cranes since we took the agency on.

“He has really pushed the product out there and this is all due to his hard work and commitment.”

Mr Cooper said: “The Effer crane is a unique piece of kit and can lift the most weight of any of its competitors.”

The company recently supplied an Effer 955 to a tree services firm in County Antrim, Northern Ireland.

“It has an overall reach of 37m and will lift half a tonne from that distance,” said Chris Williams.

“At its shortest reach it is more than capable of lifting 24 tonnes.

“It has extra stability in unstable areas with the six legs, named a cross V Stab.

“It can be used on a site where heavier cranes would be unable to operate.

Martin Williams was launched 26 years ago by Chris and Nick’s father, Martin.

He started out doing accident repairs and paintwork to cars and vans and, over time, expanded.

Little did he know that, 26 years later, the family business would be employing more than 110 people.


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