Jake Nicholls CEO of Tru 7 Group talks technology flexibility and making assets work harder

On the Steelwrist stand, Jake spoke to Peter Haddock about the importance of OEM relationships with brands like Kubota UK and JCB, and about rethinking its attachment strategy, particularly with tiltrotators. 

Jake also highlighted the benefits of OEMs offering factory fitted technologies like 3D Machine Control from Leica Geosystems part of Hexagon, and safety solutions.  

Jake: “Factory fit is everything, the less we bolt on after a machine is delivered, the better, especially for warranty and reliability.

“Making our equipment safer and more productive are both big objectives for us. And matching tiltrotators with machine control in a more flexible way will be our latest offering. 

“This means if a customer only needs the attachment for two weeks, we can hire it out, fitting it on our existing machine onsite, and they don’t have to bring another machine in and out of the project.

Talking about industry change being in 'the fast lane', Jake added:

“Our business was 60 years old last year, and we’ve been through plenty of cycles. Yet the pace of change today feels different. The challenge is no longer just investing in machines, but ensuring operators, engineers and clients fully understand the technologies now entering the field.”