Sinoboom Showcases European-Made MEWP Innovations at bauma Munich 2025
Sinoboom is reinforcing its international strategy at bauma Munich, highlighting its “Made in Europe for Europe” approach with multiple models from its Polish factory. Exclusive announcements during the opening day’s press conference outlined the company’s expansion efforts in Europe and beyond.
On display is a diverse range of MEWPs, including electric slab scissor lifts, new-generation diesel RT scissor lifts, articulating boom lifts from 10m to 46m, vertical mast lifts, and the debut of the SPA27J spider lift. Designed for construction professionals and fleet managers, Sinoboom’s equipment combines reliability, advanced technology, and localized after-sales support to ensure long-term customer satisfaction.
Made in Europe for Europe
At the press conference, Sinoboom Europe CEO, Richard Butler, introduced the detail behind Sinoboom’s theme at this edition of bauma Munich. The European facility in Poznan, Poland, was established in 2021, and has now had 3 years’ continuous production of a range of scissor and boom lifts. With a strong and expanding European supply chain, a solid European customer base that continues to grow, and a resident, Europe-focused R&D team, Sinoboom is well-positioned to meet the needs of European partners with high-quality equipment in a minimal timeframe.
Strategic acquisition
A key announcement during the press conference was that Sinoboom has acquired the renowned Holland Lift brand, including all of the business’s intellectual property, through its European subsidiary, Sinoboom BV. Holland Lift machines are known for their heavy-duty, high-reach capabilities, and the acquisition will deliver a range of over 30 models from 16m to 34m, many offering loading capacities of over 1,000kg.
Susan Xu, CEO of Sinoboom Group, highlighted the strategic alignment of the acquisition: “This milestone supports our long-term objectives of product diversification and deepening our European presence. The Holland Lift Brand is recognized globally and has been a leader in the large Scissor Lift sector both in Construction and Industrial sectors. And its integration will enhance our global offerings.”
She continued, “The Holland Lift range is a natural extension to our existing product portfolio and will allow us to offer our global customer base a wider range, whilst also allowing Sinoboom to develop new customers whose business is often focused in this sector of high-capacity scissors.”
Richard Butler, Sinoboom European CEO, commented, “Our plan is to have the first models manufactured in our European manufacturing plant in Poznan, during quarter one 2026. These models will then be followed by the rest of the range on a phased introduction and then with other manufacturing locations starting production. Sinoboom strategic purchase of the Holland Lift Brand, reaffirms Sinoboom Groups commitment to Europe and will strengthen our strategy of ‘Made in Europe for Europe’.”
Strengthening Sinoboom’s European footprint
A further key announcement during the press conference related to the establishment of Sinoboom’s UK subsidiary. Located in the Midlands for optimum accessibility, the facility includes a 2,500-square-meter warehouse and has been created to support the UK distribution network, and to bring an increased level of customer focus to one of the largest MEWP markets in Europe. Availability of new machines will be increased, and the subsidiary will also offer sales, product support and training functions.
Enhancing equipment lifespan
Dawei He, Executive Assistant to the CEO, introduced Sinoboom’s global strategy for used MEWPs, outlining key objectives for this market segment. Customer concerns are addressed with a focus on TCO, and increasing residual values through initiatives such as Sinoboom Certified Used. Increased trade activity, global market segmentation and creation of a global selling network will enable smooth transfer of used equipment throughout the market. Dawei He also announced that Mitch Ely, General Manager for Australia and New Zealand, will additionally take on the newly created role of Director of Global Use Equipment.
New dealer arrangement signed
The press conference concluded in a signing ceremony between Sinoboom and PL International, a dealer agent for East Africa which focuses on construction equipment, working with numerous global brands. Dawei He, signing on behalf of Sinobom, said, “PL International align with our vision and recognize the significant growth potential in the African market. Their strength lies in their extensive expertise across multiple regions and knowledge of active markets.”
Susan Xu said, “We invite all bauma 2025 attendees to visit Sinoboom at FS.1002/7 to experience our full range of MEWP solutions firsthand. Our team will be available throughout the exhibition to demonstrate the innovative features of our high-quality equipment, discuss customized solutions for your projects, and share insights into our future development plans for the European market. Don't miss this opportunity to see how Sinoboom's "Made in Europe for Europe" strategy can benefit your business - we look forward to welcoming you at our stand!”
