Pro-Cut – Carving Out A Niche

In 2000, Guy Carter, co-owner of Haweka UK with Dave Smith, obtained full distribution rights outside the USA for Pro-Cut machines and started Pro-Cut Europe. Now the company is aiming to improve its already widespread coverage in the UK and across Europe.

Pro-Cut Europe is an independent subsidiary of American based brake disk lathe manufacturer, Pro-Cut international. The parent company started life in 1992, but it was an order from Ford for 5000 units in 1997 followed by a further 7000 to General motors the following year that elevated the company from minor obscurity to that of a global market leader.

According to the company, the Pro-Cut on-car brake disc lathe is unique in terms of speed and accuracy. It is designed to cure squeaks, vibration and of course rusting – all in less than nine minutes.
After obtaining the initial distribution rights, Mr Carter then focused his time on developing the project. His persistence paid off when he made his first sale to a Rolls Royce dealer. This immediately provided a stepping-stone to other Rolls Royce dealers in the UK and within six months the complete network had at least one machine installed in each of their workshops.

The next company Mr Carter targeted was Porsche. This proved exceptionally difficult, but again after a number of unsuccessful bids, Porsche came on board. Further automotive franchises followed and company now has widespread coverage across the UK, having sold over 1000 machines. A further 100 units have been sold in Europe and the company is now represented by agents in 22 countries.