Sinoboom opens Middle East subsidiary

Euan Youdale Editor, Access International

26 April 2024

The Sinoboom Middle East opening ceremony. From left: Andy McPhail, Business Development Director MENA; Andy Liu, Regional Director MEA & India; Dawei He, Global Sales and Marketing Director; Susan Xu, Sinoboom Group CEO; Tim Whiteman, Global Branding Director; Lu Ma, Deputy General Manager; Imran Mehmood, Sales Manager MENA.

Sinoboom has launched its Middle East subsidiary during a ceremony at the company’s premises in UAE.

Industry associations and key customers attended the event, which marked a substantial investment by Sinoboom in the facility that is designed to meet the needs of the market, including high standards in products and services, said the company.

The premises includes a modern office, workshop and warehouse, with a large range of stock including scissor lifts, articulating and telescopic boom lifts and vertical mast lifts, supplemented by a wide parts inventory, with the Sinoboom Middle East team providing full pre- and after-sales support to local customers.

During the ceremony, Sinoboom CEO, Susan Xu, spoke about the significance of the subsidiary in the company’s global footprint. “Our plan and our strategy is really very simple: we want to provide our customers with a world-class service at a local level. That means service, support, spare parts and, of course, high-quality, well-designed platforms.”

The Sinoboom Middle East Launch event.

Xu also provided a detailed introduction of Sinoboom’s used equipment remanufacturing services and green product development concept.

At the event Andy Liu, Sinoboom’s Regional Head of the Middle East and North Africa, shared development plans for the subsidiary. “Sinoboom’s commitment to innovative, quality products will be complemented by full use of local resources, knowledge and talent, with the ultimate goal of value creation and mutually beneficial results for local partners and customers.”