Heritage, Innovation and Success – 140 Years

Heritage, Innovation and Success – 140 Years

Mar 19, 2018 | General News

Steelbro fascinating history dates back to 1878 when brothers Joseph and David Steel started the Steel Bros. Coach factory with just £5 capital each.

In 1890 Steel Bros. took their first tentative step into producing motor carriages. By 1930, the Company was in full swing designing and building motor bodies. During the war years grenade castings, concrete mixers, landing craft and dummy aircraft were produced.

Steel Bros. grew to become New Zealand’s leading motor body building and engineering company in the 1950s and 60s, later introducing the Hiab truck-mounted crane into New Zealand.
As well as building truck bodies, Steel Bros. was also assembling Toyota cars by the 1970s. The Company even built the Lotus sports car at this time.

The 1980s saw the wind down of its vehicle assembly and motor body building business. Steelbro, as the Company was now known, decided to concentrate on developing the concept of container transportation – the revolutionary sidelifter was born.

In 2015 Steelbro was acquired by Howard Porter Pty Ltd. Western Australian based Howard Porter origins were similar to Steelbro’s, a family based pioneering coachbuilder in Australia with origins dating back to 1936. Today they are a manufacturer of road transport equipment with a strong focus on innovation and quality products. Since acquiring the Steelbro business, Howard Porter has provided substantial investment in quality manufacturing, new innovation and market development.

Things have come a long way since the early days of horse drawn wagons, coaches, gigs and drays.

“The Steelbro Head Office and Design Centre are based in Christchurch and continue our long association with the region – but we’re internationally focused and always looking for opportunities for growth”, says Roy Lombardi, Managing Director. “It’s important to be innovative and responsive to market requirements – we have provided imaginative and successful solutions to more than 100 countries.”

The Christchurch office is the centre for design excellence, after sales support and marketing.

“The sidelifter you see today is the result of ongoing consultation and development between our design team, customers, suppliers and our design and manufacturing centres in China and Australia,” says Roy. “We regularly interact with customers internationally and work with local transport operators who test our latest innovations until we are satisfied the sidelifter meets the right performance, reliability and durability standards. The rigorous development process has enabled Steelbro to produce reliable products that stand the test of time – much like the organisation itself.”

The company is now a truly international company with offices in NZ, Australia, Malaysia, Brazil and Sweden and an extensive growing network of distributors and agents.

New Product Development at Steelbro is focused on delivering increased speed of operation and low manufacturing costs, plus safety and reliability. Ultimately delivering a cost effective container handling solution for our customers in all markets. Today’s portfolio contains many variants optimised for sidelifter market applications such as the Gooseneck model, suited for markets with low hanging power lines and tunnels which restrict load height, and the trombone, an extendable/retractable chassis, ideal for narrow roads but with extra capacity for large containers.

“We are honoured to be celebrating our 140th anniversary this year,” says Roy – “It’s an extraordinary milestone. We are extremely proud to continue growing with the same values, commitment, and vision that led Joseph and David Steel to establish the company. From the early days, we have continued to develop and diversify. The company has experienced the highs and lows of the business cycle and has demonstrated resilience to prosper over 140 years. We will always remain very proud of both our heritage and our achievements.”


Then


Now

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Age Not an Issue: Steelbro Sidelifters Still Going Strong

Age Not an Issue: Steelbro Sidelifters Still Going Strong

Oct 6, 2017 | General News

Incredibly, after 29 years the 1988 MK4 sidelifter is still performing well in Chile. The unit is operating beyond its normal service life expectancy, according to Steelbro’s Facebook page.

Kasawari in Malaysia regularly utilises its 1997 sidelifter around the Johor Bharu area. Pacific Customs in Fiji currently employs a recently refurbished 25 year old MK4 sidelifter from Steelbro. In Brazil, Azevedo Tranportes operates a 20 year old Steelbro sidelifter. Angelo Azevedo takes great pride in this equipment and its performance. He says the unit reliably provides efficient container movements and continues to save the company time and money even today.

Strong, well-engineered and built to last, the Steelbro sidelifter is a revolutionary concept in materials handling. It is a semi-trailer fitted with two hydraulic cranes capable of lifting a container (weighing up to 45 tonnes) onto the trailer or transferring the container to another trailer.

The secret to the product’s longevity can be attributed to superior engineering design, cutting edge hydraulics, electronics and the use of quality materials chosen for their exceptional structural strength. These have been hallmarks of the Steelbro product since the sidelifter was first developed and are still an integral part of Steelbro’s latest sidelifter models today.

Steel by Name and Steel by Nature

The Steelbro sidelifter needs to be exceptionally strong, durable and capable of lifting and carrying up to 45 tonnes in a variety of demanding environments. Optimal sidelifter design calls for units to be manufactured from the best high strength quenched and tempered structural steel. And Steelbro has utilised this type of steel for over 20 years.

Steel is the perfect material for crane manufacture. It has a high load carrying ability whilst being a costeffective solution. Properties of steel can be altered to suit the technical demands of the application.

Quenched and tempered steel is substantially stronger than common mild steel. This means the amount of material in the cranes can be reduced which reduces the weight while still performing the same lifting operation.

Less material in the manufacture of the crane means a lower tare weight for the sidelifter. This all impacts the load that the vehicle can legally carry as well as the how much the crane structure can lift. The tare weight is massively reduced without losing any lifting capacity.

This type of steel has good ductility and is able to withstand tensile stress in low temperature environments. Also thanks to modern steel making metallurgy and heat treatment technology, these steels have outstanding toughness. The rapid cooling of hot steel by quenching generates a hard, strong material that is then toughened by warming to a temperature below the critical point for a sustained period and allowing the steel to temper.

Trusted Brand Throughout Malaysia

Engineering their sidelifters to provide durability and extended service life have helped make Steelbro the well respected and trusted brand it is today. Malaysian operators share their opinions of Steelbro quality.

Kanapathy Raman Satish. Managing Director at Petaling Jaya based, SMG Mega Sappire says “Units were found to be more durable than alternatives without the crane hydraulic problems. They are a heavy-duty product and compared to the competition, low on maintenance.”

Lima A logistik’s Allan Lima says “We picked the Steelbro brand because we saw that it was cost effective, stronger and seemed more reliable than others. It’s also known for maintaining a good resale value.”

Managing Director at Viva Haulage, Tee Wah Meng says, “Steelbro are pioneers in the market. We chose their sidelifters because they are known for their durability and safety. They also seemed to be more economical than alternatives. We also liked the toughness and the low line crane design.”

Klang based container haulage and logistics company Antamegah has 18 Steelbro sidelifters in their fleet. According to owner, Lim Poi Chai, Steelbro is their first choice. “The Steelbro sidelifter is a good solid unit, with a structural integrity that beats the competition hands down. We have chosen Steelbro again and again because units are durable, reliable and affordable,” says Mr Lim. Mr Lew of Supreme Freight Services Sdn. Bhd described Steelbro as “Pioneers in the market. We chose the Steelbro based on price, durability and safety,” says Mr Lew when asked why he chooses a Steelbro unit. “It’s a tough unit – well-built.”

First published in Asian Trucker Malaysia – Trailer Special 2017 – In the Workshop

Refurbished 25 year-old MK4

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Steelbro Sidelifters Powered by the Best

Steelbro Sidelifters Powered by the Best

Apr 27, 2017 | General News

Quality, durability and reliability are hallmarks of the Steelbro sidelifter brand. This would not be possible without the strong partnerships that Steelbro has developed. International diesel engine manufacturer Kubota is one of these partners.

The standard configuration of the sidelifter has not always included an independent diesel engine. In the 1990s when Steelbro was first servicing the Malaysian market, the sidelifter operated through “power take off” (PTO) from the prime mover. In these early days, a special hydraulic kit for each truck including a PTO on the gearbox was required to operate the sidelifter hydraulics.

In a move towards independent operation, having a separate Steelbro engineered power pack system with Kubota engine became a more popular choice.

Transport operators in Malaysia saw the benefits of investing in a sidelifter equipped with its own autonomous power pack. The power pack with Kubota engine allowed the sidelifter to be operated with any truck without any specific hydraulic fittings, and gave more flexibility for operators with a fleet of trucks. The independent Kubota engine also significantly reduced running costs.

When it comes to independent power, Kubota is still the world’s number-one supplier of diesel engines and the preferred power source for many types of equipment. Kubota is a global brand renowned for its high performing and reliable engines. Their diesel engines have a reputation for proven performance, reliability, durability and back up.

Like Steelbro, Kubota has a long history. With over 125 years technical experience and continuous research, Kubota is a veteran in its field. Because of this, the two organisations have had a successful partnership than has lasted well over two decades.

Proven Reliability

A Steelbro sidelifter demands reliable starting performance and fast load pick up multiple times each day. It needs to be able to deploy the sidelifter stabilisers for rapid loading and unloading of a container. Steelbro Engineering Manager, Mike Parker explains, “All sidelifter models have been designed to meet these tough requirements. We needed a power pack that could match this demand and be ready to perform at all times. We found the Kubota V2403-M model fit the bill.” With a one piece tunnel block construction, low piston speed and low piston pressure, the Kubota engine promises great reliability and long service life.

Lightweight and Fuel-efficient

In the sidelifter operation, a light tare weight is important as it allows the operator to carry greater payload which ultimately increases profit margins.

“The Kubota engine is lighter than the alternatives with a dry weight of 184 kg,” says Parker. “This fits in well with the Steelbro lightweight requirements. It’s also more efficient with lower running costs when you compare it to other engines. Fuel consumption is just 9.5 litres per hour compared to 11.43 litres per hour for alternatives, making it cheaper to run and better for the environment as well.”

Well-supported Engine Brand

Kubota, like Steelbro has a global commitment to stable supply and excellent after sales support through its world-wide service network. Kubota engine parts are readily available which means less time off the road during servicing. A straightforward engine design means that units are considered easy to service. There are no complicated controls, exhaust systems or extra fuel additives required.

Better for the environment

The Kubota byline “For Earth. For Life” describes the company’s strong commitment to the environment. Its efficient engine uses less diesel and produces fewer carbon emissions. It is estimated that it produces 9 tonnes of carbon emissions less per year than other similar engines. Kubota engines are compliant with all the latest pollution regulations (U.S EPA Interim Tier 4 and EU Stage IIIA) and the company enforces stringent quality and emission test standards to create powerful, clean emission engines.

Clean and Quiet

Steelbro appreciates that the sidelifter operator is exposed to the sound and emissions of an engine during use. As a result, Steelbro places a major focus on noise and emission reduction to minimise the impact on the operator. Again, the Kubota engine is a good fit. Their engines run quietly thanks to a superb combustion system. Airflow, combustion chamber and piston recess are optimised to provide 50% lower particulate (PM) level. Noise levels during load and no-load operations are kept to a minimum with Kubota’s distinctive low-noise diesel engine development technology.

The Kubota engine supports Steelbro’s commitment to use only the very best quality materials and components. Steelbro looks forward to many more years supplying sidelifters that are powered by the best: Kubota Engines.

First published in Asian Trucker Malaysia – Tech Talk

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Setting the Benchmark for a Quality Backup Service

Setting the Benchmark for a Quality Backup Service

Feb 15, 2017 | General News

The Steelbro Malaysia operation is proud to celebrate twenty years since its official opening in Kuala Lumpur. I n 1996 Steelbro sidelifters were almost pouring into Malaysia. Customers across the country approved of the technology and appreciated the benefits of being able to load and unload their containers on the ground rather than on the back of a trailer. Transport operators enjoyed major efficiencies as well as safety benefits as there was no longer a need for forklifts to drive up ramps.

Setting up a service workshop was the obvious next move. The operation provided back-up support for the growing number of Steelbro sidelifters and focused on parts supply, repair work, maintenance and the assembly of new sidelifters.

Today the sidelifter has become integral to many transport fleets and the workshop has more than doubled in size. The current team is led by Andy Ersalle, Steelbro’s Regional Manager, South East Asia, and it boasts some impressive experience and expertise among its members.

“The team understands that downtime needs to be kept to a minimum,” says Andy. “We are committed to supporting customers and pride ourselves on producing quality, first class repairs in a quick turnaround time. Factory trained technicians are on hand 24 hours a day, 7 days a week to offer support and service.

“We also place great emphasis on the safety and reliability of all the units we service.” Andy is supported by Hadri Hakim who looks after service sales. Hadri himself has a number of years’ experience in the service and automobile industry.

Azlin, the Workshop Foreman has been with the operation since the early days. In his 18 years working with Steelbro technology, Azlin has handled some of the most complicated repairs, building up valuable experience and knowledge that he shares with the newer members of the team.

There have been a number of changes over the years. Azlin explains, “Today there are more specialised tools available for easier repairs, reference repair manuals are now at hand, as well as the support from the New Zealand head office.”

“I love my job working with Steelbro equipment because it’s quite technical,” says Azlin. “Sometimes I deal with breakdowns – handling sidelifters that are about to collapse or turn over, or fixing a problem with a crane caused by an operator mishandling equipment or by a Prime mover with poor suspension. These customers depend on Steelbro for technical advice and support. I’ve attended a number of these in my years with Steelbro and we generally solve the problem!”

“There are now stronger models available. The old 30 tonne unit has been upgraded to a 45 tonne lifting capacity which is better for tough environments. The high tensile steel that is used today reduces the chance of cracking. There are improved safety features, as well as high quality components used in hydraulic systems that reduce oil leakage.”

Andy explains “We strive to maintain a consistently high level of service for all our customers and have developed some initiatives to help improve servicing capability.”

These initiatives include a comprehensive servicing and after sales support, mobile servicing and service plans tailored to suit individual customer’s needs. Steelbro approved parts can be bought at stable prices and special discounts are available for regular customers and cash buyers.

New sidelifters receive a certificate of fitness, and are subjected to rigorous quality control testing by experienced technical staff. Enhanced one and two year service and maintenance packages are available. These have been introduced to help optimise efficiency, reliability and sidelifter resale value. Packages can be tailored to each customer.

Steelbro – The True Innovator

Steelbro has produced imaginative and successful solutions for the container transport industry since 1878. When it comes to embracing technology, Steelbro is an innovator. When Steelbro launched its new sidelifter in the 1980s, the product was a winner and soon the Company gained global visibility.

Continued market success led the company to concentrate resources on the advancement of the sidelifter design. Investment was made in creating designs using the very best materials and components.

High strength steels with superior fatigue toughness from world class steel producers are used. The material is first hardened rapidly by cooling the red hot metal, then heated at lower temperatures and then slowly cooled to eliminate brittleness. The result is a super-tough steel that is the strongest, yet lightest material and the best possible choice for Steelbro’s cranes and chassis.

Steelbro has recently partnered with RUD Lifting Systems for lifting components across the Steelbro sidelifter range. The high quality RUD components will be common to all Steelbro sidelifter models including 16mm ICE chains being fitted as standard. The ICE range offers higher lifting capacity from a much smaller and lighter chain in comparison to existing chains. Due to the advanced control design, Steelbro is able to use the smaller, lighter and more fuel efficient Kubota engines.

Steelbro and its parent company Howard Porter have invested in quality assurance to ensure that products continue to live up to customer expectations. Business management systems are being enhanced to ensure they are aligned with the internationally recognised model for Quality Management Systems, ISO 9001. Owner Howard Porter and Steelbro recently gained ISO 9001 accreditation for its Australia and NZ manufacturing and design operations.

The company is also committed to creating teams for manufacturing, supplier and product improvement. These initiatives take information from manufacturing and post market surveillance activities to help analyse operations and help drive improvement.

These activities all help Steelbro to deliver innovative machines that set the benchmark in value for money, reliability and competitive advantage for the end user.

First published in Asian Trucker Malaysia – Industry Profile

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