From local roots to global reach
Published: 14 November, 2024
Few stories in manufactuirng exemplify innovation and perseverance as effectively as that of Combilift. Martin McVicar, the co-founder and CEO, recently received the prestigious title of Irish Exporter of the Year, a reflection of the company's remarkable journey since its establishment in 1998. PWE reports
Combilift began with a unique vision: to create a forklift that could move not only forwards and backwards, like traditional models, but also sideways at the flick of a switch. This pioneering concept emerged from a collaboration between McVicar and Robert Moffett, and their first model, the multidirectional 4-tonne C-Series, remains in production today, 26 years later. Its innovative approach to long-load handling—often a precarious task for standard forklifts—made the benefits of their design readily apparent, even before a prototype was available.
By July of that inaugural year, Combilift had completed three units destined for customers in Norway. McVicar recalls the time fondly, revealing how he told his girlfriend, now his wife, that they were taking a holiday to Norway when, in reality, he was overseeing the delivery of those first trucks. By the end of that year, the company had produced 18 forklifts, with 17 of them exported. From the outset, Combilift prioritised exports, which now account for 97-98% of its business.
Export-focused
Transporting goods efficiently has always been a primary concern, particularly for an export-focused company. McVicar emphasises that minimising transportation costs was crucial from day one. The design of Combilift's compact, multi-directional trucks allows them to fit into shipping containers, significantly reducing freight expenses. For larger products, such as straddle carriers that can reach heights of up to 14 metres, the engineering team created a modular design, enabling these vehicles to be disassembled for shipping. This innovative approach ensures that every unit is transported efficiently. For oversized equipment, Combilift employs roll-on, rolloff shipping, allowing vehicles to be driven directly onto the ship for seamless transport. Impressively, McVicar notes, “So far, we’ve never had a vehicle we couldn’t ship,” reflecting the robustness of the company’s logistics strategy.
Navigating the complexities of international trade can be daunting, especially when it comes to understanding the myriad of export rules and regulations that differ from country to country. McVicar admits that their initial ignorance of these regulations proved to be a blessing in disguise. “Knowing too much might have discouraged us,” he reflects. Strong relationships with customers have been vital in helping Combilift navigate these complexities, with clients often providing valuable guidance on their specific requirements.
Humble beginnings
Since its humble beginnings with a team of just 13 engineers and fabricators, Combilift has expanded dramatically, now employing 850 people, including a dedicated export team. This growth allows McVicar to concentrate on broader strategic decisions while logistics specialists ensure that everything runs smoothly from pre-delivery inspections to final shipping.
The significance of having a global support network cannot be overstated. McVicar understands that regular servicing is crucial for maintaining the efficiency of heavy machinery. Combilift’s route to market is bolstered by a global dealer network equipped with skilled service engineers. The company prioritises comprehensive training, both in-house and in local markets, to ensure that customers receive prompt and professional service. Today, Combilift has more than 300 dealer distributors worldwide, highlighting the importance of localised support for customers.
Winning the title of Irish Exporter of the Year stands as a testament to Combilift’s achievements in the face of stiff competition from various industries, including large global players in pharmaceuticals and medical devices. This accolade was not simply awarded based on an application; the rigorous selection process involved two extensive interviews with a panel of independent judges from diverse sectors. McVicar regards this recognition as akin to winning an Olympic gold medal, reflecting a validation of Combilift’s commitment to excellence in manufacturing and export. “We don’t simply rebadge products,” he affirms. “We design, fabricate, paint, and assemble our vehicles from start to finish before exporting them worldwide.”
Dedication
As McVicar looks back on his journey, he acknowledges the hard work and dedication that have defined his path. Both he and Moffett hail from humble beginnings, having grown up on farms where a strong work ethic was essential. This commitment remains a guiding principle for McVicar. “I was never handed anything, and that work ethic has stayed with me,” he explains. Today, Combilift is a debt-free, privately owned company with revenues exceeding €500 million, having only experienced a downturn during the financial crisis of 2008/09.
At the heart of Combilift's ongoing success lies a commitment to innovation. The team continually develops new products to maintain the company’s competitive edge in the market, driving McVicar's passion for advancement forward. “That’s what really drives me—knowing that Combilift’s innovation keeps us moving ahead,” he concludes.
As Combilift continues to navigate the evolving global market, Martin McVicar’s story exemplifies the potential of innovative thinking and a commitment to quality, setting a high standard in the material handling industry
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