Global manufacturer Atlas Copco Mining and Rock Excavation will no longer be producing the Powercrusher line of mobile crushers and screens. The Powercrusher brand has not proven to be a “strategic fit” with the company’s core business interests.
When asked what this would mean for the Australian quarry industry, Atlas Copco spokesman Tom Ross told Quarry the impact would be minimal given the large number of global crushing and screening manufacturers currently serving the local market. Ross is the business line manager for the company's Australian surface and exploration drilling division.
“Powercrusher does not have a large market share in Australia,” he explained. “The bulk of the units Atlas Copco placed into the market were rental units.”
Regardless, Ross assured that while manufacturing would cease in June this year, the aftermarket side of the Powercrusher business would continue, saying, “Atlas Copco will fulfil our obligations under orders on hand, warranty undertakings and aftermarket support.”
In fact, it was suggested the news could even be an opportunity. “The stock [currently in Australia] will be available for sale at attractive pricing,” Ross said. “The aim is to liquidate it quickly.”
European origins
Powercrusher was originally manufactured by popular Austria-based manufacturer Hartl Anlagenbau. Atlas Copco bought the Powercrusher line from Hartl in August 2010.
According to Ross, local customer feedback on the range had been “extremely positive”, with the jaw crushers’ unique quattro movement – which was said to offer maximum processing efficiency – considered to be a particular highlight. However, he also believed there had probably been greater interest in the established European brand overseas than within the Australian market.
“Hartl did not have a big customer base in Australia and was served by a small team prior to its acquisition by Atlas Copco,” he noted. “Atlas Copco poured resources into manufacturing, market education and also branding in a very crowded market; there are over 20 global suppliers of crushers and screeners represented in Australia.”
Ross said Atlas Copco currently had no plans to divest other products or services for the quarrying industry, adding that the company continued to enjoy a strong market share through its SmartROC drill rigs, hydraulic hammers, generators, compressors and Atlas Copco parts and service business.
“Atlas Copco globally will continue to look for opportunities for organic growth and by acquisition to enhance our offering to the quarry industry,” he said.
Atlas Copco was founded in 1873 in Stockholm, Sweden and currently operates in more than 180 countries. Established in Australia in 1950, the company now has more than 40 branches and regional offices nationwide, with its local headquarters in Sydney.
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