Prime performance
Industrial-grade forklift solutions that don’t quit
Since 1991, Prime Forklifts has been a trusted supplier of high-quality forklifts and industrial equipment. It offers comprehensive solutions in new and used forklift sales, rentals, servicing, and parts, designed to improve operational efficiency and productivity for businesses of all sizes.
Founded by Scott Murray, the family-owned business lives and breathes forklifts. It has established a reputation not only for supplying industry-leading forklifts but also for its technical expertise, making what can be a difficult purchasing decision easy.
With his two sons and daughters, the family-run business fosters a culture of integrity, personalised service, and dedication to excellence. This has earned it the trust of major clients like Croker Grain, JR Simplot, Sargeant Transport, Nilsen Australia, Brefni, Department of Defence, Qube Agri, Transgrid, Stahman Webster, Immix, Allied Pickford.
The business boasts an extensive inventory of forklifts tailored to meet the diverse material handling requirements in mining, trucking, logistics, agriculture, and construction.
Scott has built a solid ‘no-nonsense’ reputation in the industry as a knowledgeable and approachable professional ready to assist any serious buyer requiring forklift advice.
“The industry has changed over the last 10 years and has become harder for buyers to understand what they are buying, and what they need to do their job safely,” says Scott. “We’re seeing an influx of cheaper, lesser quality machines that can’t lift loads and perform like the better-quality gear we supply.”
Prime have resisted the cheaper imported products and has maintained their alliance with the Japanese and European quality machines.
“We only deal with high-end products from market leaders like Hyster, Omega, Kalmar, and Konecranes,” added Scott. “This ensures our customers get the best quality and most reliable products for their operations.”
Prime also sources genuine and OEM quality parts from Australian and overseas partners, allowing them to have both back-up and hard-to-find parts stocked and ready to dispatch.
“We are the real deal when it comes to supporting the big forklift industry. With our overseas network of parts supply partners, we can find whatever part you require for your large forklift.”
Flexible solutions for easier lifting
Prime’s fleet is made up of LPG, and diesel models, as well as specialised equipment like container handlers and reach stackers.
“Whether you require small, compact forklifts above 2.5 tonne, or machines over 60 tonnes, we have the right forklifts to meet the performance and safety needs for the toughest lifting and material handling applications,” says Scott.
“Industry knowledge is crucial when dealing with forklifts above 16 tonnes. Buying large forklifts is a big financial investment, so you need to put work in and get the right machine for your job. At Prime, you will talk to people with an experienced technician capable of giving you direct insight and advice you need to make the right decision.”
Understanding the dynamic and often complex needs of industrial businesses, Prime offers both short- and long-term rental options. Their well-maintained fleet is available with flexible terms, ensuring clients have access to the right equipment without the overhead costs associated with ownership. This approach particularly benefits projects that face fluctuating demands or limited capital expenditure.
“Our skilled technicians perform routine maintenance, emergency repairs, and safety checks, utilising the latest tools and genuine parts to minimise downtime and extend equipment life,” says Scott. “This minimises disruptions to our clients’ businesses so they can focus on running their day-to-day operations.”
Aside from the supply of forklifts, Prime supply tyres and rims, has an in-house hydraulic hose making capability with cutting and pressing, as well as in-house engine rebuilding that utilises their own cylinder head recognition tooling and equipment for a superior service.
“We have invested heavily in equipment and tooling to enable a faster and controlled repair turnaround on our forklifts,” explained Scott. “We also supply new or rebuilt transmissions and engine components, hydraulic pumps, water pumps, and radiators.”
Investing in the future
While headquartered in New South Wales, Prime Forklifts extends its services across Australia and neighbouring countries. Scott constantly travels around Australia to inspect machines on behalf of their customers.
“Last week I was in Perth checking on a 16-tonne forklift, and after a detailed inspection and report, we were able to save our customer thousands of dollars,” he said.”
The Prime team are particularly excited about the company’s growth plans over the next 10 years.
“We are actively supporting the mining industry throughout the Pilbara, Northern Territory and Queensland. The challenges associated with the remoteness and ruggedness of these outback regions are where a specialist forklift company like Prime does its best work. We have a can-do attitude, which translates to finding solutions for any situation, especially for the serious material handling players.”
For more information, call Scott on 0402 038 457, email info@primeforklifts.com.au or visit primeforklifts.com.au/
At Prime Forklifts, we realise that selecting the wrong forklift can leave you in the lurch. You must get the right advice and make the right choice the first time. We specialise in forklifts. It’s all we do. No matter the project, or lifting capacity, we can help you overcome the toughest lifting challenges.
- Flexible hire solutions and sales models from 2.5 tonne to >60 tonnes
- Forklifts built to mine spec
- Heavy-duty parts and accessories to suit all environments
- Cost savings and reduced downtime
- Higher machine availability with lower service costs
- Technical advice to help you make the right forklift decisions
- Servicing/supplying the big forklift industry with high quality advice & equipment
- Complex and more comprehensive repairs, including engines transmissions and electrical diagnostics
- Able to talk direct to a technician or support staff
- Prime Forklifts has an after-hours phone line that answers!
