Three decades of innovation, service, and solutions. By Campbell McInnes
I sat down with Bruce Peatman, reflecting on Hubtex Australia’s impressive 30-year journey, a story of dedication, innovation, and close collaboration between the German factory and local Australian teams.
“The journey really began in April 1995,” Bruce recalls, “when Bill Parry met with Hubtex Maschinenbau in Germany to explore dealership opportunities. Soon after, Parry Forklifts became the exclusive Hubtex dealer for Australia and New Zealand.”
Operating initially from a modest unit in Riverstone, the company relied heavily on a tight-knit team including Bruce Peatman, Wayne Guillaumier, and Phil Deka to cover technical services, repairs, and truck refurbishment. Remarkably, all three remain active in the business today.
By 1999, the company adopted the Hubtex name and branding, reflecting the growing confidence from the German headquarters in the Australian operation. “That rebranding really showed the strength of the partnership,” Bruce says.
The first decade saw rapid expansion, with branches established across Melbourne, Brisbane, Perth, and Adelaide. “We realised that to offer consistent support across the country, we needed our own team on the ground, trained and ready to go.”
Hubtex Australia also diversified its product offerings, bringing in complementary brands such as Bulmor (1996), Systraplan (2005), Hoppecke (2008), and Bendi (2010).
These additions reinforced their presence in specialised markets, particularly timber and other long-load handling.
A key milestone came in 2020, when Bill was looking to retire. As a result, Hubtex Maschinenbau acquired Hubtex Australia, which created significant benefit to the Hubtex Australian customers. When you deal with Hubtex Australia, you’re essentially dealing straight with the manufacturer.
Above: Some of the friendly faces from the Hubtex Sydney team.
ADAPTING TO AN EVOLVING AUSTRALIAN MARKET
When Hubtex Australia entered the Australian market, sideloaders were largely unfamiliar or unheard of. “Most businesses handling long products were using conventional forklifts,” Bruce explains, “and those who had tried sideloaders before, had bad experiences—mainly around poor support and long downtimes.
Understandably, they were hesitant. So, we had to prove the value and win customer’s trust.”
This meant not only demonstrating the efficiency, safety, and space-saving benefits of sideloaders but also that these machines could be reliable if properly maintained.
Bruce advised “we even serviced competitors’ sideloaders to demonstrate how they could perform with the right care.”
“That focus on service became a core part of our identity—and still is today.”
Today, sideloaders are widely accepted in Australia, with customers demanding high performance combined with reliability, better use of space, reduced product damage, and improved safety.
WHAT SETS HUBTEX AUSTRALIA APART?
Australia was a bit of a blank canvas for Hubtex in the beginning. They’d mostly been focused on Europe, but with a refreshed product line, they were ready to expand, and Australia and the U.S. were two markets they were keen to explore.
Bruce is clear: “We operate in a niche area, and that means we’re not the right fit for every customer or job. But we’re upfront about that. If we can’t help, we try to point people in the right direction.”
The real differentiator is Hubtex Australia’s unwavering commitment to customer service.
“Service is everything, it’s how we’ve built and maintained trust over the years. Many of our customer relationships have lasted decades.” Bruce added, “Service is ingrained in our culture.”
The culture of honesty, responsiveness, and ongoing support underpins the company’s success. Hubtex manufacture, deliver, and service all their extensive range.
Above: MaxX 45, electric multidirectional sideloader.
THE UNIQUE RELATIONSHIP BETWEEN AUSTRALIA AND GERMANY
Over 30 years, the Australian and German teams have built a close, trusting relationship.
“Many of us on both sides have been with our companies for decades, so there’s strong continuity and trust,” Bruce explains.
Regular visits to each other, for collaborative training, product development, strategic planning, and direct communication channels enable technicians in Australia to access engineering expertise in Germany swiftly, ensuring quick resolution of any rare technical issues. This “true factory-level support” is unique in the industry and a significant advantage for Australian customers.
GERMAN ENGINEERING EXCELLENCE: THE HUBTEX ADVANTAGE
One of the biggest advantages Hubtex has is the confidence that comes with German engineering. Every component is built to last, and the suppliers Hubtex work with are the best in the business, some have been partners with Hubtex for nearly 50 years.
Hubtex’s multidirectional forklifts embody the best of German engineering, known for durability and longevity. “We regularly see our machines running well past 15 years. In fact, we recently replaced trucks still going strong after 24 years—not because they failed, but because the customer wanted to upgrade to the latest technology, which speaks volumes for these machines.” Bruce explained.
Multidirectional forklifts are designed specifically for long loads in confined spaces. These forklifts offer superior control and stability over a standard traditional forklift. Due to the load being supported across a wide carriage, you reduce product damage, and at the same time improve safety.
Bruce explained, “multidirectional forklifts can work in aisles as narrow as 2.0 metres and still reach racking heights over 10 metres, allowing warehouses to maximise space.” In Australia, with the high cost of commercial real estate, to either purchase or lease, having a multidirectional forklift which allows you to maximise your warehouse space is a great incentive.
Above: FluX 30, very capable to work in tight, confined spaces.
TECHNOLOGICAL INNOVATIONS DRIVING INDUSTRY CHANGE
Innovations like the FluX series are game changers. Bruce explained, “the FluX combine sideloader and counterbalance features, enabling loading, unloading, block stacking, and tight manoeuvring—all without the need to swing long loads, greatly improving safety and efficiency.
Hubtex has led the way with innovation. For example, back in the early 2000’s Hubtex introduced the adoption of AC drive systems, well before other brands. This enhanced smoother performance and longer battery life. The HX 360° steering system enables seamless direction changes, from driving lengthways to sideways, on the fly. This also allows diagonal motion, saving time, energy use, and reduces tyre wear.
“These aren’t just gimmicks,” Bruce emphasises. “They genuinely help customers improve productivity and reduce operating costs.”
Custom solutions are tailored to meet Australian Work Health & Safety (WH&S) regulations and client-specific safety concerns. One recent example involved a national client who was concerned about the quietness and multidirectional movement of the Hubtex trucks in pedestrian-heavy areas. Hubtex put together a package that included blue spot warning lights and an AI-powered pedestrian alert system. The client expressed how effective this has been in improving safety on their site.
Hubtex stays in close contact with the manufacturing arm to keep them updated on any changes to local Australian Standards, including WH&S. Bruce said, “in fact, a lot of what we see in Australian regulations especially surrounding safety, end up influencing international standards, at a later date.” Bruce added, “we take the time to understand exactly what each client needs— whether it’s a standard unit or something completely bespoke. Due to the close collaborative relationship with the factory, Hubtex can tap into their extensive experience. Chances are, they’ve seen a similar application somewhere around the world and have already developed a solution.
That depth of knowledge really assists us deliver the right fit for each client.”
PREPARING FOR THE FUTURE: AUTOMATION AND SUSTAINABILITY
Through market research, Hubtex Australia is embracing emerging trends in telematics, automation, and sustainability. “Customers want real-time monitoring of usage, performance, and safety. Hubtex already offers systems that allow clients to do software updates and tweak settings remotely.”
Automation is starting to make its way into the sideloader arena too. While automation in sideloaders has been slower due to the complexity of long loads and tight storage environments, Hubtex have been working on semi-automation for years, such as height preselection or automated positioning.
And now, after a decade of research and development, Hubtex has developed fully autonomous Automated Guided Vehicle’s (AGV) that are now running successfully in specific applications. Bruce advised, “We’re ready to deliver full turn-key AGV solutions when the opportunity arises.”
Sustainability is becoming an increasingly integral part of how Hubtex operate. It’s no longer just a compliance requirement — it’s something they actively consider in their day-to-day work. They are transitioning to electric forklifts wherever possible, prioritising energy-efficient solutions, and ensuring the servicing practices both reduce waste and extend the life of their equipment.
On the product side, Hubtex partner with suppliers who share their sustainability values and design equipment that will assist customers lower their own environmental impact. This approach shapes not only what they sell but also how they support it.
As Bruce notes, “We’re transitioning to electric forklifts where possible, focusing on energy efficiency, reducing waste, and extending equipment life.” Hubtex commitment is further demonstrated through the introduction of new fully battery-powered models in the FluX and MaxX ranges, specifically designed to meet the needs of the timber industry.
Sustainability is now embedded in both Hubtex product development and service practices, reflecting their ongoing dedication to a greener future.
Above: PhoeniX MQ50, versatile sideloader offers maximum flexibility.
THE HEART OF HUBTEX AUSTRALIA: A SKILLED AND DEDICATED SERVICE TEAM
Central to Hubtex Australia’s success is its in-house service team. Bruce advised, “There’s an old saying in the industry: The salesperson sells the first truck, but the service department sells the rest, and this really rings true for us.” He added, “Customer service is everything to us. Whether it’s one of our own rental units or a customer-owned forklift, we treat every piece of equipment with the same care.”
The team is highly trained, proactive, and equipped to not only fix issues but prevent them. Regular training, access to factory bulletins, and an internal communication platform ensure technicians stay up to date with the latest technology. There is an inbuilt chat function that allows technicians to be alerted to any new or interesting documentation.
In addition, Hubtex run regular toolbox talks to share unusual cases or technical issues across the team, this way everyone learns from each other. Hubtex also conduct regular one on one training sessions with technicians as well as group training.
Periodically Hubtex have technical training courses conducted in Australia by their German factory team.
Hubtex keep a solid stock holding of parts both in their branches and in the service vehicles. This means if something goes wrong, Hubtex are very likely to get it sorted right away, which minimises downtime.
GOING THE EXTRA MILE: OVERCOMING CHALLENGES AND BUILDING LASTING RELATIONSHIPS
Hubtex believe customer relationships are built on honesty, communication, and trust—some customers have been with Hubtex for 30 years. At the end of the day, the service experience is what really shapes how customers feel about them—and the team takes that responsibility very seriously.
One memorable moment exemplifies Hubtex service teams’ dedication: “One Christmas morning, our on-call tech responded immediately to a call from a glass manufacturer whose transporter had stopped and was blocking their warehouse.
Without hesitation, our tech went straight out, got them up and running, and still made it back home in time for Christmas lunch.
Turns out, that company had been on Hubtex Germany’s radar for some time. Word of our service made it back to their head office, and not long after, they placed a big order and became one of our key clients. That moment really showed the impact of going the extra mile.” Bruce concluded.
Hubtex biggest service challenge is the sheer variety of sites along with customer expectations. Bruce explained, “no two jobs are ever the same, sometimes it’s tight timeframes, other times it’s complex WH&S requirements, and sometimes it’s simply the distance to reach remote sites.” Team Hubtex overcomes these challenges by being adaptable and well-prepared. Bruce added, “we’ve got experienced techs who know how to think on their feet, and we make sure they’re backed by strong communication from our service administrators. Having the right parts on hand and giving our teams real autonomy helps us respond quickly and keep our clients’ equipment running.”
Above: Workshop mechanic’s Dan and Daniel.
OPTIMISE SPACE AND BOOST PRODUCTIVITY
At Hubtex, their national team of space-saving experts is dedicated to helping warehouse, distribution, and manufacturing operations across Australia optimise their storage systems. With years of industry experience, they provide tailored advice and comprehensive solutions designed to maximise customers available space and improve operational efficiency.
Their Warehouse Design and Layout Planning service offers a complete package, including detailed site layout diagrams and precise storage capacity calculations. Begin with a free site survey to assess customers current setup, identifying opportunities for improvement and maximising the potential of an existing space.
Bruce explained, “by partnering with Hubtex Australia, you can expect:
• Customised warehouse layout diagrams tailored to your specific needs.
• More efficient use of your available space, allowing for a signifi cant increase in storage capacity — by up to 100%.
• Reduced costs on new building projects and ancillary equipment through smarter design.
• Optimised product throughput, enhancing productivity and profitability throughout your warehouse operations.
• A cost-effective alternative to expensive building extensions or relocating to larger premises.
Hubtex Australia’s expert team delivers innovative and practical solutions that save customers money and maximise storage potential.
OPERATOR TRAINING
Operator training is vital and a priority. An inadequately trained operator can cause significant damage—not only to the equipment but also to the site and, most importantly, to people’s safety. Sideloaders and multidirectional machines handle very differently from standard forklifts, which is why Hubtex provide ongoing support.
Bruce advised, “we’re always available to offer refresher training or to guide new operators through our Hubtex induction course. We consider this an essential part of maintaining long-term safety and optimal performance, and this is part of our overall service package to clients.”
Above: Service Technician Michael, part of the on-road service team.
RENTAL AND FLEET MANAGEMENT: SUPPORTING BUSINESS FLEXIBILITY
Rental is a big part of Hubtex Australia’s offering. Hubtex have a strong fleet of pre-owned equipment ready for short-term or long-term rental. In addition, about half of Hubtex’s new equipment is supplied on long- term rental agreements.
Hubtex’s fleet management, is handled by their service administrators and managers around the country. They work closely with the Hubtex fleet customers to ensure service KPIs are being met and to keep them informed of any changes or emerging issues.
It’s a proactive approach that helps Hubtex keep everything running smoothly.
CORE VALUES: COMMITMENT, QUALITY AND RESPECT
“Our number one value is after-sales service,” Bruce affirms. “We know the equipment we supply is high-quality and well-engineered, however our job is to support it properly, so it performs beyond our customers’ expectations.”
Equally important to Hubtex Australia—and something shared with Hubtex Maschinenbau—is valuing their employees and suppliers, as much as their clients. Bruce said, “without our dedicated teams and long- term supplier partnerships, we wouldn’t be able to offer the level of service we do. They’re the foundation of our success.”
Above: FluX 30, designed for both indoor and outdoor use.
LOOKING AHEAD: STAYING AHEAD OF THE CURVE
Bruce envisions the Australian forklift market will move strongly toward electric, automated, and telematics-enabled solutions over the next decade. “There’s growing demand for cleaner energy, smarter logistics, and more efficient warehousing, driven by the rise of e-commerce.”
Hubtex Australia are planning for the future, by investing in electric and telematics-enabled machines, expanding their service and rental offerings, and making sure the team is across the latest technology.
Flexibility and a strong focus on Environmental, Social and Governance (ESG) are also key for Hubtex. Bruce advised, “We’re helping businesses move forward—not just move goods—and that’s how we plan to stay ahead.” New models recently releases, in both the FluX and MaxX ranges, Hubtex believes will be particularly appealing to the timber industry. The FluX multidirectional counterbalance forklift is now available in a 4.5-tonne capacity version, which is perfect for handling heavy loads in tight spaces and is also ideal for truck loading. The MaxX range now includes 5- and 6-tonne models, built for rugged outdoor use with large rubber tyres. And best of all, they’re fully battery-powered—making them a smart, clean alternative to traditional LPG or diesel trucks. Both these units, Hubtex believe are poised to meet the timber industry demands for rugged, efficient, and sustainable forklifts.
CONCLUSION: HUBTEX AUSTRALIA’S COMMITMENT TO EXCELLENCE AND INNOVATION
Hubtex Australia’s story is one of steadfast dedication to niche markets, technical excellence, and superior customer service. Through close collaboration with its German roots, innovative engineering, and a highly skilled service team, Hubtex has become a trusted partner for timber industry businesses across the country.
With a clear focus on future trends such as automation, sustainability, and digital connectivity, Hubtex Australia is not only adapting to change but actively shaping the future of timber handling in Australia. As Bruce Peatman puts it, “We’re helping businesses move forward—not just move goods—and that’s how we plan to stay ahead.”
For more information call 1300 365 621, email info@hubtex.com.au or visit Hubtex Australia at www.hubtex.com.au
