Sinoboom names Mitch Ely as director of global used equipment

Sinoboom Australia’s Mitch Ely has taken on the newly created role of director of global used equipment, overseeing the Sinoboom worldwide strategy for its used MEWPs. He will fulfil this role alongside his current duties as general manager for Australia and New Zealand. This announcement was made by Dawei He, executive assistant to the CEO, during the Sinoboom press conference on the first day of Bauma Munich 2025.

The market segment for used equipment is an active one with high demand, and Sinoboom has created a comprehensive strategy for the streamlined management of its equipment throughout the process. The strategy is designed to achieve a set of key objectives, which will both support the creation of value for the customer and rationalize the logistical aspect of used equipment management.

Sinoboom is focusing on enhancing Total Cost of Ownership, and increasing residual value performance through value-added initiatives such as Sinoboom Certified Used, which will boost product confidence. The used equipment strategy will also stimulate increased trade activity, which itself supports significant new equipment sales. From a logistics perspective, Sinoboom has identified regional global market segments and is creating a global selling network, which will help smooth out the increased equipment flow.

Mitch Ely said, “As Sinoboom’s global presence grows and matures, a solid, systematic process is needed for the handling of our used equipment. Sinoboom machines are built to last, and with the used equipment process and network in place, we can ensure the long, useful working life of our platforms for customers around the world for many years to come.”

Mitch Ely assumes the new role with immediate effect.