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A new chapter: Dieci Australia

The new Dieci Australia headquarters in Prestons, NSW.

Dieci Australia’s brand-new flagship facility in Prestons, NSW, demonstrates a business ready to step into a new era. CEO Pat Italiano tells EEM what this means for the company, its dealers, and a steadily growing customer base.

This year, Italian equipment manufacturer Dieci is celebrating 25 years in the Australian market. And with Dieci Australia having just opened its new flagship facility in New South Wales, the milestone couldn’t have come at a better time.

“Compared to the rest of the world, Australia is a small market in the construction machinery space. So, for a business to be here for 25 years is something to be proud of,” says Dieci Australia CEO Pat Italiano.

Combined, he says, the milestone and the new facility in Prestons represents a step into a new era – one centred around a renewed focus on reliable service and backup support customers can trust.

Dieci Australia team members at the Prestons facility: (L-R) Simon Curtis, Group CFO; Pat Italiano, Group CEO; Gaven Halloran, NSW State Manager; and Ivan Pearson, Business Development Manager.

Premium potential

When Pat and his team came on board in April 2019 – rebranding the business to Dieci Australia in the process – he understood the quality represented by Dieci’s range of Italian-made telehandlers, dumpers, and mixer trucks. But he also saw the potential to elevate the brand’s reputation in the local market.

“The Dieci product is manufactured in the same region as Ferrari,” he says. “So, you know you’re going to get a premium machine. But selling a quality piece of equipment is the easy part for a business – it’s the aftersales service and support that makes the biggest difference and separates you from your competitors.

“We want to make sure people know that when they buy from Dieci Australia, they’ll get a quality machine, and they’ll also get that next level of service and support as well.”

Pat says there are plenty of businesses in Australia that will sell you a cheaper machine, but longevity and ongoing service and support are never guaranteed.

“There’s a lot of new entrants coming into the market, and there will always be people who are happy to just buy based on price,” he says. “However, if you believe in the quality of the product you represent and the service you provide, customers will generally see that price is not always the deciding factor.”

This, Pat says, is why Dieci Australia has committed to providing not just tough, reliable telehandlers, but an overall premium customer experience.

“For us, it’s about how the equipment is supported,” he says. “We want our customers to think: ‘that’s why I want to buy a Dieci’, because they can see what sits behind the name. And this new Prestons facility shows that we are really moving in the right direction on that front.”

Dieci has maintained a presence in Australia for 25 years.

More than a warehouse

Dieci Australia’s new Prestons facility adds to its existing national footprint, and will both serve as the headquarters for the business, as well as to improve its coverage in NSW and beyond.

Pat says the new facility will allow Dieci Australia to bring more inventory into the country and carry a more comprehensive stock of spare parts – but it will also provide a better experience for customers and employees alike.

“It’s an impressive facility – 5500 square metres, all completely under roof,” he says.

“Prospective customers can step into our showroom, where our product experts can conduct their machine walkarounds.

“It’s also fitted out with an overhead gantry crane and state-of-the-art industrial spray booths. So, it will provide a really nice facility for our service technicians to work.”

Pat sees the facility as a “stake in the ground” for Dieci Australia. It’s a statement of the business’ future ambitions, and of its renewed commitment to its people – customers and employees alike.

“It represents a real evolution for the business,” he says. “It’s all about how we can improve our customers’ experience, better support our network of dealers, and also be a great place to work.”

About Dieci

Since its inception in Italy’s Emilia-Romagna region in 1962, Dieci has supplied a range of premium heavy equipment solutions to the construction, mining, and agricultural sectors.

Initially focused on the design and manufacture of concrete mixers, the brand has since become known for its innovative telehandler range. Today, more than 100 different telehandler models are produced from its Italian headquarters, and shipped to more than 70 countries.

Dieci’s construction telehandlers range from 2.5 to 21 tonne machines, from the compact Apollo line to the heavy-duty Hercules.

For more on Dieci’s products, or to find your nearest dealer, visit: www.dieciaustralia.com.au


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