Rental company fi nds niche in compact equipment Loaders, excavators and attachments important to success
Toronto rental center owner Darryl Cooper has created a niche for his company by defi ning what it does best and developing expertise in that area.
G. Cooper Equipment Rentals Ltd. specializes in compact equipment for use in an urban environment, including skid-steer and compact track loaders and excavators.
“We don’t want to be everything to everyone,” Cooper says. “We stay within our limitations and focus on providing premium service for our diverse customer base — general contractors, landscapers, utility contractors and industrial and institutional accounts. More than 200 of them rent from us regularly.”
“I’ve believed for some time that Bobcat is fi ve years ahead of other brands in
terms of technology and features. Our fi rst M-Series machine is just another indication of Bobcat leadership. Customers recognize
it, too. I have not seen the S630 since it was delivered in early January.” — Darryl Cooper
To position his company as compact equipment specialists, Cooper has made Bobcat®
products his
signature brand. “We own 75 power units: 35 skid-steer loaders, 10 compact track loaders and 30 excavators,” he says. “We carry just about every size of these machines that is available along with dozens of Bobcat attachments.”
Cooper Equipment has stocked Bobcat products since 1973 — the year after Cooper’s father, Gordon, started the business.
Unmatched equipment
“Although we have carried other brands — because they were a little less expensive or we thought we were getting a deal — there was never a time when we did not have Bobcat equipment,” he says. “That put us in a unique position to evaluate Bobcat products side by side with competing machines for more than 30 years. The Bobcat equipment was more popular, rented more frequently and had a better resale value. At the end of the day, none of the other products could match up with the Bobcat brand.”
The Bobcat loaders and excavators have a utilization rate of about 70 percent, a rate Cooper and new partner, Doug Dougherty, consider good. To keep up with demand, the company purchased more than a dozen new machines from Matthews Equipment
28 WorkSaver Fall 2010
After 37 years, Bobcat equipment is still No. 1 for Darryl Cooper and G. Cooper Equipment Rentals in Toronto.
during the fi rst six months of 2010, including the fi rst M-Series machine (S630).
“I’ve believed for some time that Bobcat is fi ve years ahead of other brands in terms of technology and features,” Cooper says. “Our fi rst M-Series machine is just another indication of Bobcat leadership. Customers recognize it too. I have not seen the S630 since it was delivered in early January.”
Cooper recognizes the uniqueness of every customer and has instructed his 21 employees to be fl exible in making decisions and solving problems.
“Our customers’ needs may be different, but when they want a loader, they all ask for the Bobcat brand,” he says. “They don’t even consider a second choice, and neither do we.”
Visit
www.MyWorkSaver.com/rental to read more about Bobcat products available for this market segment.
37 years later: still producing good income
A 1973 rental rate card on the wall of G. Cooper Equipment Rentals shows that the income potential of Bobcat®
equipment
has long been an important part of the success at this Toronto rental company. Rates in 1973 (Canadian dollars):
• M610 loader: $70 (daily); $280 (weekly) and $840 (monthly). • M700 loader: $80 (daily); $320 (weekly) and $960 (monthly).
“We have always done well with Bobcat products,” says owner Darryl Cooper.
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