 Back to the Future III
Tracking Market Trends with Three Powerful Industry Experts
Machine markets are in constant motion and predicting their changing dynamics involves a lot of research, a bit of educated guessing and sometimes a deck of cards. We here at Compact Equipment are always looking for better ways to track these new industry trends, which is why we’re currently on the market for something like a time-traveling DeLorean. We figure our market analysis department could only improve with the ability to traverse the mystical fourth dimension, especially in the sleek, stainless-steel design of a DeLorean (total chick magnet). But until we score our time traveling Euro sports car, we will continue to glean upcoming market trends the old fashioned way — by rubbing elbows with the industry’s foremost experts of compact machinery.
Captain Mavrick
Nick Mavrick has the perfect name for a time traveling action hero. As the vice president of global strategy and marketing at Volvo Rents, Mavrick has a keen eye for the rental market’s many cycles. He was kind enough to share his industry insight in an excellent article called “Nine Rental Market Reviews” on page 20.“In 2006, the equipment rental industry is forecasted to generate $28.4 billion,” Mavrick says, only minutes after returning through a Volvo-engineered time portal. Rental prices are going up, consolidation will continue, big boxes are entering more markets and Mavrick is there to tell us about it.
The Ex Man
Mike Conley could use his prediction powers for evil, but you know what, he doesn’t. Conley is the product manager for compact hydraulic excavators at Komatsu America Corp. and he always shares his vast mini ex market knowledge for the greater good. “Komatsu is very optimistic about the market in 2006,” says Conley, rubbing his Waterford crystal ball. “We estimate that the compact hydraulic excavator market will be in the 27,600 range.” That’s up from the 25,700 units sold in North America in 2005 and the 19,500 sold in 2004. Read more of Mr. Conley’s mini ex wisdoms in our sister publication Utility Contractor (August issue, “Small Wonders,” page 12) or at www.nuca.com.
All-Terrain Alchemist
Some say Kale Wainer has strange powers over earth, air, fire and water. As Arctic Cat’s media relations specialist, he has certainly conquered all four major elements with the company’s lineup of 25 all-terrain chariots. This master alchemist has also been known to dabble in futuristic ATV fads. “The best selling category of ATV is the 400-cc market, but new big bore machines are increasing in sales,” says Wainer, thumbing through piles of old astrological charts. “The 400 4x4 gives you all the options the bigger bore machines have, only with a smaller motor and a smaller price tag.” Glean Wainer’s other great insights — all chronicled in this issue’s cover story on page 22.
Keith Gribbins
Managing Editor
kgribbins@benjaminmedia.com
BACK TO TOP  |
