Focus on Haulotte strategy

Interview with Stéphane Hubert

After 4 years as Director of the Europe & Africa region within the Haulotte Group, he has been a member of the Executive Committee and Director of Customer Experience since 2017.

What is the strong news that you think will
set the tone for the upcoming years?

We have a very dense news story. The Haulotte brand will continue to expand worldwide in several key areas. Mainly throughout innovation.

PULSEO Generation

We launched the Pulseo Generation in 2018, a new generation of all-electric off-road machines. All our thermal energy machines will gradually integrate the technologies developed on Pulseo.

"Fleet management" Solution

Then, the development of new service offers with “fleet management” solutions will take centre stage in the coming years. Much more than a designer or builder, the Haulotte group is now positioning itself as a co-creator of value with its customers.

"Let's dare together"

Finally, with regard to the organization of the group, the progressive deployment of our collaborative management program: Let’s dare together, for our 2,000 Haulotte employees worldwide, will enable us to support the group’s ambition, both in supporting our customers and in innovating to serve the ecosystem.

How does the international dimension fit
into the group's strategy?

Today, the Haulotte group generates 85% of its business internationally compared to 15% in France. Our main area of activity, Europe, accounts for nearly 55% of total activity; Asia for nearly 30% and America for 15%. We are counting on China’s strong potential, which alone will in the medium term represent the equivalent of the European market.

Répartition ventes
Haulotte's sales

Our advantage is the proximity of our distribution networks.  Our 21 subsidiaries around the world allow us today to cover a little more than 150 countries.

Whether directly or through our distributor networks, we favour close collaboration with our customers throughout the life cycle of our machines. From pre-sales to after-sales advice, we are in a relational approach, much more than transactional. In a word, what characterizes Haulotte is the search for a win-win partnership.

In your opinion, what are the main drivers
of the global market?

"Energy conversion first"

Our machines are mainly used in urban or peri-urban areas. We are seeing more and more “low emission zones” appear, with more than 200 major cities in the world already prohibiting the use of polluting or noisy equipment. The future belongs to zero emission machines.

A global service offer

Then the “services” dimension, becomes essential for all our customers, mainly rental companies. We support them in the evolution of their business model: through advice on product offerings, financing solutions, training, quality technical support, etc. Our promise around equipment safety must also be transformed into added value that can be valued by users.

What exactly does this co-creation of value that
you are talking about correspond to?

Think our solutions through application. Most of the users of our equipment are not experts in driving aerial work platforms, so we must think about use around safety, simplicity and comfort of use to allow the productivity benefits expected by the operator.

This is why, through the prism of studying usage, and through close relations with our rental partners, we create specifications that meet both application expectations and fleet management. 

On this last point, the TCO is one of the essential guidelines for managing the development of a new machine. One of the pillars of the TCO remains the optimization of maintenance costs, for which new technologies such as IOT gradually make it possible to move from curative maintenance to preventive maintenance, which will then lead us to the goal of predictive maintenance.

What do you think will be the most important factor in the Haulotte Group's development in the upcoming years?

Our group operates in a market where the concentration of players is accelerating, our company size, faced with global challenges, requires us to cultivate the agility and responsiveness necessary for our development.

Our DNA is a synthesis of innovation, security and proximity in the relationship with our partners, combined with our corporate values.

We want to remain a player with
differentiating solutions,
high added value,
and forward-looking.

Stéphane Hubert