86 Boating New Zealand
PROMOTIONALADVERTORIAL
A
uckland marine equipment supplier
Advance Trident has expanded
operations with a move to new
premises that gives it a bigger showroom and
better access to its customer base.
Director Blair Geldard says the shift – from
Kingsland to 173 Marua Road in Mt Wellington- addresses a range of objectives the
company had identified in recent years, and
the move lays the foundation for a new phase
of growth and development.
“We wanted to be able to offer clients a
better overall experience – from a bigger,
better showroom layout, more parking,
through to more space to accommodate
boats being fitted with equipment.
“The new premises are also about being
more central with better motorway access,
so it’s easier for our team to visit customers
and boats from Pine Harbour to West Harbour - and everything in between. In addition,
we can service our other markets more
effectively.
“I suspect most of our clients see us as a
supplier of equipment to the marine industry,
but in fact we service two other markets as
well – automotive and RV. There is enormous
crossover between the three – particularly in
products such as battery chargers, inverters
and jump packs – and Mt Wellington is a lot
closer to these other markets.”
Still, the core business remains marine –
anything, says co-director Brett Geldard, that
‘runs on 12 or 24-volts DC’.
“Our brand profile has been modified
and tweaked over the years – and today
I believe we offer a comprehensive suite
of complementary and easily-integrated
equipment. I like to think of our showroom as
a ‘gateway’ to a vessel’s bridge.
“It covers navigation gear, electrical supply
and management, bow and stern thrusters,
stabilisers, boat trim systems and satellite
communication technology. Everything an
owner might need at a helm station. Perhaps
our tag line says it best – it’s All Aboard
Technology.”
The Crew
Blair singles out ‘experience’ and ‘knowledge’
in the Advance Trident team’s profile, and
says it has been a fundamental factor in the
company’s success.
“Including me and my brother Brett
who looks after sales, there are eight teammembers. Brett and I have been involved
for more than 20 years, and three of the
remaining six have been with the company for
more than 10 years.
“That track record – I think – points
to the fact that the guys enjoy what they
do and they’re good at what they do.
When a customer walks in here, he can be
confident he will be speaking to someone
with experience and an enormous depth
of knowledge. Someone who can tailor a
solution to a specific boat or need – whether
it’s a five-metre tinnie or a Fullers ferry.”
One of the longest-serving team members
is Bart Meltzer – based in Dunedin and the
company’s South Island manager. Likewise,
service manager Scott Bailey has been on
the payroll for more than a decade, as has
technician Tony Yu.
The North Island sales and product
manager is Alex Bai. They are all supported by
Rudy Clavel (logistics) and Angela Jameson in
the all-important accounts role.
“At a time when marine technology is
becoming advanced with ever-increasing
functionality, we believe it’s crucial to have
qualified, on-site experts to offer guidance if
and when it’s required,” says Blair.Our brands
The company is an agent for a variety of
global brands. These include Simrad and
Lowrance instruments and multi-function
displays, Sidepower bow/stern thrusters and
stabilisers, Intellian satellite TV systems, Cobra
VHF radios, Lectratab and Zipwake trim tabs –
and Multiflex steering systems.
Power products are represented by
Xantrex inverters, Schumacher battery
chargers and jump packs, as well as Enerdrive
and Magnum inverters and battery chargers.
Like every technology sector, says Blair,
the marine electronics market is evolving very
quickly.
“I make it my business to stay abreast of
the developments so that we can continue
to offer our customers the most modern
solutions – should they want them.
“At the end of day, though, most
customers are focussed on core components- navigational equipment, efficient electrical
technology, boat trimming and stabilising
systems. These will remain fundamental for
optimising a boat’s performance – and they’re
our speciality.”
WORDS BY LAWRENCE SCHÄFFLER PHOTOS BY GRANT DIXONAdvanced solutions
TOP TO BOTTOM North Island sales
and product manager Alex Bai,
South Island manager Bart Meltzer,
technician Tony Yu and service
manager Scott Bailey and logistics
manager Rudy Clavel.
RIGHT Brett (L) and Blair GeldardOur Crew