Body beautiful

Lifford Coachworks, on the Lifford to Castlefinn Road in Co. Donegal is experiencing something of an "Indian summer" while the rest of the economy teeters on the brink of recession. Owner Michael McElchar revealed the secrets of the company's ongoing success to John Loughran.

Michael McElchar poses with his son Martin

Lifford Coachworks has nurtured an enviable reputation throughout Ireland for producing a wide range of high quality truck bodies at competitive prices. The manufacture and refurbishment of refrigerated bodies, curtainsiders and GRP box bodies are the mainstays of the business.

Michael concedes that the company is only as good as its last job and to that end quality control is off paramount importance. Blue chip companies such as Kerry Foods, Dairygold, NCF, Lynas Frozen Foods, Henderson's (Vivo), Mullins Ice Cream, North Down Fruit, and Crossgar Poultry all endorse this quality ethos with their custom.
Over the years the company has specialised in building refrigerated bodies using imported panels. However, following a significant investment, the company now manufactures its own panels, as part of the process.

"The body is totally manufactured 'in house'. We manufacture all our own panels and fabricate the stainless steel. There are a lot of advantages associated with manufacturing the panels. Firstly, you can guarantee the quality and strength of the panel. Secondly, it allows for flexibility. We can change a design within an hour. That allows us to react quickly to customer requirements. We can manufacture any panel to any specification," Michael enthused.

Operating in what is ultimately a competitive sector of the body building market, Michael feels the company has a vital edge over the competition in a number of areas. Apart from the company's ability to manufacture its own panels, it also has a highly skilled and motivated staff.
"Refrigerated bodybuilding is not like general bodybuilding. It is specialised. It takes many years to hone your skills. We have built up that experience and skill level over the years. We have identified a gap in the market and developed the bodies to suit."

Michael believes the company's products have a significant advantage over imported alternatives. The most pertinent of these advantages is the fact that they are built in Ireland. "The refrigerated bodies coming in from the Continent aren't built for Irish conditions. They are designed for the motorways of Europe. They aren't designed for the rough and tumble conditions of Ireland. We build to suit Irish conditions which is important."

He continued: "You must have the right balance between strength and weight, because carrying capacity (weight) is also important to the haulier. We feel we have struck the right balance with out refrigerated bodies."
Proximity to the customer is also another advantage, according to Michael. "We carry a large stock of raw materials, so we can begin manufacturing the body as soon as the order is placed. In that respect we can manufacture and fit the body very quickly."As with all things related to the haulage industry, cost is always of importance. "It is a combination of quality, delivery times and cost. We are cheaper than the bigger bodies because everything is manufactured 'in house'. Cost is important but it isn't the only issue."

Michael believes in building a product that will stand the test of time. Recently the company refurbished a refrigerated body for Nolan's Fish in Dublin that it built 12 years ago. "There are lots of bodies out there, that were manufactured 10 or 12 years ago. That tells you the type of product we are manufacturing here."
While Michael concedes that the company focuses on refrigerated bodies, it has also developed a reputation for building excellent curtainsiders, GRP box bodies and specialised bodies.

Situated close to the border, Michael revealed the company has also built up a loyal customer base in Northern Ireland. "We are only an hour from Belfast which is an advantage. On the down side we are a bit isolated as regards much of the Republic, but it is amazing the number of trucks that end up here."
Having spent the last 14 years building a reputation for quality workmanship, fast delivery and competitive pricing, the company now reaps the benefits of customer loyalty. "It has taken us years to build up the business. At this stage I would say we retain 99 per cent of our customers in terms of repeat business. We are also brining new customers on board all the time."

"The majority of new customers come to us through word of mouth which is very gratifying. Generally they would have seen one of our bodies operating and liked what they saw. Then they would contact us. We also canvass transport companies for work. All in all we are kept very busy," Michael commented.

The company has also nurtured export opportunities in Scotland which helps to keep order books full. "We are lucky in that we are supplying bodies in the Republic, Northern Ireland and Scotland. The Northern Ireland market has been steady. They didn't experience the Celtic Tiger to the same effect as we did in the Republic, but nevertheless there is a steady demand for refrigerated bodies," he explained.

With an eye to the future, the company has embarked on an expansion programme which will add to its existing 20,000 square foot premises. "We are looking to enhance our production facilities by extending our premises and investing in additional machinery. Our staff will increase from 11 to 15 and the expansion will allow us to increase throughput," he commented.

While the company's premises is crammed full of the latest state-of-the-art technology, Michael affirms that much of the company's success is down to the calibre of its staff. "Our staff are very important to us. We train all our own staff. That allows us to maintain our quality standards. Every job we do, whether it is a refurbishment or a new body, goes out to the same uniform high standard. Our staff are trained to think high quality and they never fail to deliver,"
He concluded: "Most of the staff have been with us for 10 or 12 years. We have a young and dynamic team who are focused on what they are doing."