Ac­tive cel­e­brates 20 years with new name

New Zealand Logger - - Forest Talk -


20 years in forestry, is cel­e­brat­ing the land­mark with new brand­ing in­clud­ing a new name, a new look and a new fo­cus for the fu­ture.

The Ro­torua-based busi­ness, is now known as Ac­tive VMA, re­flect­ing the evolution of the com­pany, which spe­cialises in ve­hi­cles, ma­chin­ery and at­tach­ments.

Owner, Ross Schultz, says the new brand fo­cus is about pulling to­gether the three parts of the busi­ness and mak­ing it eas­ier for cus­tomers to un­der­stand what they do.

We also had a de­sire to en­sure peo­ple in the forestry in­dus­try fully un­der­stood we had no as­so­ci­a­tion with an­other sim­i­larly named com­pany also based in Ro­torua, which has since ceased trad­ing,” adds Mr Schultz.

Since 1997, Ac­tive VMA has been trans­form­ing ve­hi­cles, ma­chin­ery and at­tach­ments by re-en­gi­neer­ing OEM prod­ucts to suit cus­tomer de­mand. Its prod­ucts can be found in a range of in­dus­tries from trans­port and road­ing, in­fra­struc­ture and veg­e­ta­tion, through to forestry and agri­cul­ture.

Its con­ver­sion of ex­ca­va­tors into log han­dling and pro­cess­ing

ma­chines for forestry cus­tomers is a key area of the busi­ness and Ac­tive VMA has dou­bled its ca­pac­ity in this sec­tor over the last 18 months, with a con­verted ex­ca­va­tor now leav­ing the fac­tory ev­ery week.

Mr Schultz says the com­pany’s fo­cus has al­ways been about cre­at­ing equip­ment that is ‘fit for pur­pose’ while ‘de­liv­er­ing on ex­pec­ta­tion’ and en­sur­ing no one can tell what has been mod­i­fied in the Ac­tive VMA shop from the orig­i­nal fac­tory build.

This fo­cus has proven highly suc­cess­ful and so­lid­i­fied the com­pany’s phi­los­o­phy of ‘en­gi­neer­ing a legacy’ – a bold state­ment and the essence of the new brand.

“We know there was some con­fu­sion within the mar­ket about who we are and what we do,” says Mr Schultz. “With the re­lease of the new brand­ing, we are look­ing for­ward to reach­ing cus­tomers with a clearly de­fined of­fer­ing, de­liv­ered in a more en­gag­ing way.”

He says that in­vest­ing in qual­ity up­front not only de­liver bet­ter out­comes im­me­di­ately, but also re­sults in sub­stan­tial sav­ings across the life­cy­cle of the ve­hi­cle, as em­pha­sised in the new com­pany slo­gan ‘Smarter, Stronger, Longer’.


This Cat 326D shows off the pro­fes­sional guard­ing and pur­pose-built forestry pack­age that has be­come a hall­mark of Ac­tive VMA over 20 years.

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