Capital Equipment News’Juanita Pienaar spoke with Rob Cook, Director of ZLT Cranes, to explore the journey of Zoomlion cranes in South Africa – from an unknown Chinese import to a market staple with proven longevity and value.
A calculated risk that paid off
When Zoomlion mobile cranes first landed on South African soil in January 2007, few could have predicted the impact they would have on the local crane industry. For Rob Cook and Mark Bates, who were then working for the original importer, the decision to introduce an untested Chinese OEM into a traditionally conservative market was bold - and, as it turns out, visionary.
“At the time, there was a lot of scepticism toward Chinese manufacturers, but Mark had visited various OEMs and opted for Zoomlion,” recalls Cook. “He believed Zoomlion had something more to offer. Yes, there were risks — especially given the market sentiment — but the timing was perfect with the announcement of the 2010 Soccer World Cup.”
Indeed, the demand for construction equipment surged in the lead-up to the tournament, and global OEMs were grappling with long delivery times. This created an opening that Zoomlion, supported by Mark and Rob, was well-positioned to fill. “Other suppliers had lengthy delivery times, which gave us a competitive edge beyond just price,” says Cook.
Convincing a conservative market
Despite the timely market entry, gaining traction was no walk in the park. The initial challenge was more than just about getting cranes into the country - it was about proving that Zoomlion cranes could stand shoulder-to-shoulder with European and Japanese counterparts.
“In principle, the cranes did what they were designed to do,” Cook explains. “But there were teething problems. Paintwork quality, hydraulic piping quality, and the parts ordering system were among our early challenges.”
However, Zoomlion adapted quickly. The cranes consistently performed, particularly in their lifting capabilities, and with Mark and Rob committed to a robust support system that would eventually cement trust in the brand.
Built on partnerships
Much of ZLT Cranes’ success over the past 18 years can be attributed to strong partnerships. A prime example is their long-standing relationship with JMB Cranes, one of Johannesburg’s most respected crane hire companies. JMB was the first to take a chance on Zoomlion, purchasing the QY30V, QY50V, and QY70V models in the early days.
“Our relationship with JMB Cranes is very important to us,” says Cook. “Clients like JMB, who are level-headed and understand that things can go wrong, are fantastic to work with. We always strive to offer the best possible support.”
That partnership came full circle recently when JMB Cranes traded in their original 2007 Zoomlion QY30V for a new Zoomlion ZTC300R 30-ton crane. “Achieving more than 50% of the original purchase price for a trade-in after nearly two decades is incredible,” says Cook. “It proves that these cranes are not throwaway assets. Maintenance plays a huge role, of course, and Janet Spanjer and her team have done an exceptional job in looking after their fleet.”
From unknown to industry staple
Eighteen years and over 330 cranes later, Zoomlion is no longer a newcomer. It’s a respected name in South and Southern Africa’s lifting industry, with ZLT Cranes playing a central role in that transformation.
“We’ve offered a product that has advanced in quality and technology while still maintaining reasonable pricing structures,” says Cook. “This ensures clients get an acceptable return on investment.”
This strategy has led to consistent repeat business from top crane hire and mining companies across the region. “People have seen we’re here to stay, and they trust that our support structure is there when they need it,” he adds.
Technological advancements
The leap in technology since 2007 has been substantial. The latest models - such as the ZTC550V and ZTC300R - are equipped with advanced safety systems and performance features that would have been unimaginable nearly two decades ago.
“The advancement has been monumental,” Cook emphasises. “You can’t even compare a crane from 2007 to one from 2025. The performance and technology in the new ZTC truck cranes, ZAT all terrain cranes, and ZRT rough terrain series, ZCC Crawler Cranes continue to amaze not just us, but the entire market.”
An example of this innovation is the new LMI system on the ZTC550V, which now includes an integrated winch camera — a game-changer for lifting safety and ease of operation.
A look ahead
With the global supply chain finally stabilising after years of disruption, Cook sees the next few years as a time of strategic evolution. “Every sales company has its competitive advantage, and market demands vary between price sensitivity and technical requirements,” he notes. “Delivery timeframes were a major factor recently, but now we’ll see what the market dictates moving forward.”
What remains constant, however, is ZLT Cranes’ commitment to delivering not just cranes, but solutions. “We tell our clients that we have a lifting solution for all operational requirements that will suit your budget,” Cook says.
And while Cook is justifiably proud of the brand’s evolution, it’s the everyday visibility of their cranes that brings the most satisfaction. “When driving around any part of South Africa, you’ll inevitably see a Zoomlion crane working somewhere. It always puts a smile on our faces.”
Words of wisdom
Having spent nearly two decades building a brand from the ground up in a cautious market, Cook offers this advice to others considering a similar path: “Think a little longer and harder - it’s not easy.”
But as ZLT Cranes has proven, with the right product, unwavering support, and strong partnerships, the payoff can be substantial. Zoomlion cranes are no longer the new kid on the block — they’re part of the landscape, lifting the industry to new heights.
