Warehouse & Logistics News spoke to Ben Afford, HCUK Head of Dealer Sales and Product Manager at Hangcha.
When did you join HCUK?
I joined the company as Dealer Manager in 2014 and was promoted to Head of Dealer Sales and Product Manager in November 2023.
I started in the industry in 2008 with the previous Hangcha distributor, Samuk Lift Trucks, where I spent five years in various support roles. I then moved to HC Forklifts UK in 2013 after Impact Handling became the new Hangcha distributor.
What’s your background?
Before joining this industry, I had various jobs from working for Hotpoint to working on sites as a steel fitter.
What does your current role entail?
My role is varied and covers sales, managing the UK dealer distribution network throughout the UK, overseeing support and stock and basically whatever is needed to manage the Hangcha brand in the UK for the Aprolis UK Group. No two days are the same but my main focus is dealing with enquiries and problem solving.
As you might expect, I’m in constant contact with the support departments, both here in the UK and the Netherlands to ensure we’re always fully stocked and ready to support our dealer network.
Have you seen many changes both internally and in the industry as a whole?
The industry has changed enormously in the last five years with the dominance of the lithium battery product and the rise of Chinese manufacturers increasing their market share in the UK.
China is now leading the way with new technology and expertise in the sector. Their ability to innovate and drive to be the best is second to none.
Previously the custom base would be wary of what they would class as cheap Chinese imports, but so much has changed.
Chinese manufacturers have become increasingly dominant in the UK forklift truck market, largely because they’re able to combine scale, cost advantage, and technological advances in a way traditional European and Japanese equipment manufacturers have struggled to keep pace with. China is by far the world’s largest forklift producer, accounting for roughly a third of global demand and, as they scale up so they can keep the costs down. Also, they have invested heavily in electric forklifts, lithium-ion batteries, and smart warehouse integration, the same sectors growing fastest in the UK market.
The huge increase of warehouse automation in the UK has driven demand for electric and warehouse trucks, and Chinese manufacturers have been quickest to scale up.
The UK market is forecast to grow at over 15% annually through to 2033, with electric trucks leading that growth, allowing for newcomers to the sector to steal a share of the market rather than just displacing established manufacturers.
All this means that we, at HCUK, need to be flexible in our strategy and approach. We need to offer, and deliver, the best – in service, after-care sales, finance models as well as choice. The good news is that HCUK has grown year on year and is becoming a market leader as a result.
We work hard to maintain that level and work in partnership with Hangcha, our forklift truck manufacturer, as well as our dealer network. Again, it’s part of my role to feedback any insights to Hangcha on what the UK market needs, and how we can address that need together.
Our close relationship with Hangcha has been forged over the last two decades to the point where we feel we are one team.
Believing in the product and sharing the risk
At HCUK, as the UK’s sole authorised distributor for Hangcha, we have first-hand knowledge of the trucks and equipment, the innovation and technology behind them, and a deep understanding of the market that confirms their success. We believe in the product so strongly that we invest in and purchase the equipment ourselves to showcase its capabilities, everything from rough-terrain trucks to the new EZGO AGV lithium pallet truck.
Why do you think HCUK is so successful?
Simply put, it’s down to the product design, quality, reliability, support and flexibility we deliver.
What changes have you seen in the product ranges?
Since I started, the range has evolved so significantly that it’s almost unrecognisable. A wave of new trucks and warehouse equipment, largely driven by lithium-powered products, has entered the market. Quieter, cleaner lithium-powered trucks are becoming increasingly prominent, while we’ve also seen growing demand for LPG and diesel machines. This clearly demonstrates that there remains a strong and varied market for all types of trucks.
There is a slow movement for AGV equipment with more and more end users looking into this area to help streamline their business.
What’s been your most successful truck, equipment or line to date?
Our lithium powered XE Series XE425 is our most successful model at present; it’s a quality machine.
What sectors are most prolific in terms of using forklift trucks?
All sectors will have a need for some kind of material handling equipment. Logistics, warehousing, manufacturing and builders’ merchants are just a few of the main sectors we service.
How large is your UK Dealer Network?
Sixty-five strong. We have the largest UK dealer network across the UK.
How do you support your dealers?
With our flexibility, whether that’s holding showroom stock machines or extended payment terms. Also, our ability to react quickly to all enquiries.
One of HCUK’s dealers who has worked with the company since 2013, and who endorses Ben’s narrative, is Pegasus Material Handling Limited based in Washington, Tyne & Wear. General Manager, Leon Wilson, comments: “HCUK have a massive product range to choose from, they hold quite a big selection of stock in Corby which allows us to offer very quick deliveries. We benefit from UK service and support and also European and Chinese support all with very quick responses if required. We also benefit from the training centre in Corby.”
Of the products, Leon adds: “Customers were initially hesitant about Chinese products but now recognise us as a trusted local supplier offering well built, fully supported equipment. Our partnership with HCUK ensures high levels of customer satisfaction, with many existing HC customers replacing forklifts as five year contracts expire and upgrading to the latest models, including the popular XE and XC lithium ion counterbalance trucks.”
Finally, Leon says: “We had dealt with Ben at his previous employer before HCUK was established. Ben is very knowledgeable about the HC product range and always available to help when required as are all of the staff at HCUK.”
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