Goscor Lift Truck Company has appointed Cecil Oates as the MD of the company. He takes over from Darryl Shafto, who recently stepped down for his semi-retirement.
Effective 01 March 2020, Cecil Oates is the new MD of Goscor Lift Truck Company (GLTC), one of the leading forklift and materials handling equipment companies in southern Africa.
In his new role, Oates has been tasked to further grow an already thriving business in terms of profitability. GLTC was the most profitable business unit within the Goscor Group last year, and Oates is expected to build on this strong position to further consolidate the business’s leading position in the forklift and materials handling equipment sector in southern Africa.
“GLTC is an established business with reputable brands, and I am looking forward to even growing it further. One of the areas of immediate priority is diversification, looking at more solutions-based business opportunities rather than pure product sales,” he says.
In his new role, Oates has identified a number of key areas of immediate priority. Firstly, safety will be a major focus area. “I regard safety as a big priority. We need to establish safety as a culture, in line with the industry’s quest for Zero Harm,” he says. “We need to grow the business in a safe environment where every one of our employees goes home uninjured every day. To me it’s key and I see it as a gap I have identified in the business.”
A safety culture, he says, is an important foundation for the business, from which every other attribute can develop.
Another key area of focus for Oates is the used equipment market – the market for vehicles coming back from their first life. “We need to make sure that we grow that part of the business,” says Oates. First of all, he says, it’s about identifying suitable applications for these machines, and then push volumes to ensure sustainable growth of the second-hand equipment business, “to ensure that we don’t have it as a liability on our balance sheet”.
Another key area of priority for Oates is transformation. He believes GLTC has already gone down this road, but there is room for improvement. “I think it’s a responsibility towards the country and I would like to see more of that happening here,” he says.