Archive, Features

Company profile: CEG Distributions and ASV Sales & Service

Earthmovers and Excavators magazine talks to DON BROADLEY, general manager of construction equipment importer and distributor CEG Distributions and its retail arm, ASV Sales & Service.

What is your company and what does it do?

Under the banner of CEG Distributions we are the National Distributor of Terex Compact Equipment, Eurocomach Mini Excavators and Fecon vegetation management machines and attachments.

We also have a retail company, ASV Sales & Service that has branches in Queensland, Western Australia and New South Wales, with Sales, Service, Parts and Rentals at each of the locations.

In addition there are 10 independent dealerships throughout the country and we are represented in retail throughout Australia with our compact equipment products. With our current and expanding network, we are in a position of strength to cater for the needs of our existing and future customers.


The ASV Field Service Unit.


What product lines do you distribute and sell?

With the Terex brand the compact track loaders are best known as Posi-Tracks, and range from the PT-30 machine to the PT-110. This range of equipment is known for its uniqueness and versatility with a variety of attachments available for a wide range of industries.

We also sell the Terex Site Dumpers from 3.5 tonnes to 9 tonnes, plus Terex mini excavators and skid-steers.

The Eurocomach Excavator range from 1 tonne to 9 tonnes offers a prestige European-manufactured product that complements the range of Posi-Tracks.

The other main product group we are the national distributor for is the Fecon range of machines and attachments. With the increased focus on the environment, vegetation management has become an increasingly important part of the business.

Could you tell us a bit about your history?

We are a family-owned business with a history of selling the Posi-Track range going back to 2001, so our employees have a lot of experience with the products.

Although there have been company name changes since 2001, the Doran family has been retailing earthmoving equipment since 1989. Over the years the original company grew considerably on the retail side in sales, service, parts and rentals before becoming a national distributor for ASV in 2006.

In 2007 CEG Distributions split from the retail entity and focused on the import of machinery and the distribution side of the business. CEG Distributions has a dealer network throughout Australia with dealers in New South Wales, Victoria, Queensland, Tasmania and South Australia.

An opportunity arose in 2008 to fill a retail role in NSW, and ASV Sales & Service was formed. Growth of ASV Sales & Service followed with branches opening in Western Australia and the Sunshine Coast in Queensland.

The ASV retail outlets offer our customers a complete range of services, including sales, parts, service and rentals. The manufacturers’ factory-backed support through CEG Distributions ensures our customers are supported at every part of the business, with the latest US and European technology.


The Terex PT-110 Posi-Track loader.


You seem to be proud of the Posi-Track range. What advantages do these machines have over ‘standard’ skid-steers?

The ASV Posi-Track range has numerous advantages in the traditional skid steer market. The machines’ fully suspended undercarriage, exceptional ground clearance and low ground pressure gives far superior versatility and operator comfort than the traditional skid steers.

In today’s economic climate the financial advantages this brings is to give the owners the opportunity to work in inclement weather conditions, on steeper gradients and in site conditions that traditional skid steers would not be able to work in.

Are tracked loaders very different to use?

Posi-Tracks are joystick controlled and easier to use in that the operator is more comfortable. Being a tracked machine with low ground pressure the machine will be more stable and less likely to have a problem in inhospitable terrain.

Who are your customers? What type of industries, companies and people do you deal with?

One of the main strengths of our company is our versatility across a wide range of industries with a product range to cover just about any industry you can name.

We are particularly strong in earthmoving, construction, roadwork and government — and now vegetation management has become an important part of the business. Our customer base is testament to our claims and ranges from one-machine owner-operator businesses through to multinational companies.

What is the most interesting product you’re selling at the moment?

Having recently taken over the distributorship for Fecon, we have positioned ourselves to be strongly competitive in land clearing and vegetation management.


Fecon’s FTX 128L mulching machine.


The Fecon FTX 128L sounds interesting. Could you tell us a bit more about it?

With the emphasis on looking after the environment, vegetation management has become an increasingly important part of our business. With this in mind we have recently taken on being the National Distributor for the Fecon range of machines and attachments to complement our existing Posi-Track range.

The Fecon FTX 128L is a mulching machine for larger land management projects that is more efficient and will significantly reduce the cost of land clearing in a more environmentally friendly manner. It has a universal pickup to ensure that any Posi-Track attachments the owner already has can be utilised.

Ease of access to the Cummins QSB4.5 engine gives the added advantage of the unmatched accessibility for service, daily checks and cleaning. In addition, the swing-out hydraulic cooler design allows for complete cleaning of both sides of the cooler. This maintenance efficiency reduces service time and increases productivity on the job.

Strong track power, low ground pressure and superior visibility are also important features.

What’s next for your company?

To consolidate and meet the challenges of a tough, competitive business environment where servicing the needs of customers is a prerequisite for any successful company to succeed.

For more information call 1300 837 391 or visit

Click here to find Terex loaders for sale.

Click here to find Fecon equipment for sale.


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