Sinoboom Australia general manager appointed

Sinoboom Australia’s position is being further enhanced by the appointment, of Mitch Ely as new general manager.

Mitch joined the Sinoboom Australia team early in 2022 as national operations manager, bringing with him an impressive track record in the international access-equipment industry, and strong professional connections across the sector. During this time he has been instrumental in supporting the Sinoboom brand’s growth and recognition in Australia, drawing on his extensive knowledge and deep understanding of the specific demands of the local rental market.

Commenting on the appointment, Susan Xu, CEO of parent company Sinoboom Intelligent Equipment, said, “In less than two years, the team at Sinoboom Australia has established a firm foothold in the region, successfully building a reputation for quality equipment and excellent customer service. Mitch Ely’s appointment helps us to further boost our aim to bring reliable, high-quality access equipment to customers everywhere.”

Mitch said, “I joined the Sinoboom Australia team at an exciting time of growth and have relished introducing customers to the great products and our fantastic aftersales support. As GM I’m very much looking forward to building on the solid foundations we’ve made, continuing to exceed customer expectations, and to be at the forefront of Australia’s switch to greener working with the expansion of Sinoboom Australia’s electric-powered options.”

The Sinoboom Australia subsidiary is based in Hallam, Melbourne and was formally launched in October 2020. It provides a diverse range of scissor and boom lifts to customers across Australia and is supported by a nationwide service network.