Hitachi to expand Premium Rental programme

Hitachi’s Premium Rental initiative in Europe generated revenues of €36 million in 2020, with 500 machines now being actively rented by Hitachi dealers in the region.

More than 70 Hitachi dealers have signed up to the programme, which was launched in 2018 to support its sales network in establishing rental businesses. The fleet comprises mainly mid-sized excavators and wheeled loaders.

rene-pic René Danielsson, Rental Manager, Hitachi Construction Machinery (Europe).

René Danielsson, who is Rental Manager, Business Development & Value Creation Division at Hitachi Construction Machinery (Europe), told International Rental News (IRN) that as many as 1000 machines have been delivered through the programme since 2018.

The scheme allows for the sale of machines to end customers and the €35 million figure in 2020 includes the purchase of machines by end users at the end of rental contracts.

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“The target for the coming years is to double the number of active rental machines in the market and grow our rental product range and rental revenue”, said Danielsson.

Hitachi ZX350 A ZX350 from the Hitachi Zaxis range

Hitachi continues to invest heavily in the programme, with €25 million spent on the fleet in 2020.

The rental service is offered by authorised dealers in Spain, Italy, France, Portugal, the UK, the Republic of Ireland, Germany, Austria, Denmark, Finland, Sweden, Norway, the three Baltic States, Switzerland, Hungary and Iceland.

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