Whanganui business feeds New Zealand's love affair for cars

Ali Arc Industries general manager Haig Elgar explaining work place processes.

Customising products to fit the New Zealand market means investing in staff.

That is the view of one of Whanganui's largest manufacturing companies, Ali Arc Industries.

Established 27 years ago by Rob Bartley, the company cracked into a unique market by manufacturing aluminium vehicle accessories.

Today Ali Arc Industries has 30 staff as well as several expanding divisions, including Ali Arc Canada catering for the North American market.

Previously exporting to Canada, Papua New Guinea, Hong Kong, Fiji and Britain, Ali Arc Industries now focuses on feeding New Zealand demand.

General manager Haig Elgar said the company's niche was customised products.

"It is a typical Kiwi trait to want something that is different ... the bar needs to a little wider or bent a little differently. The latest development is having nudge and bull bars powder coated black."

Ali Arc employee manipulating shape of the aluminium for a Bullbar. Photo/ Supplied

Mr Elgar said with the increasing range of new vehicles it was more efficient to get staff to complete the job manually than having to retool a machine to each different product.

Creating new products is the job of process and product development manager Philip Kirkwood who has been with the company for 22 years.

"He designs products from scratch and then manages the production process. He is never out of work because he's continually coming up with new products," Mr Elgar said.

Process and product development manager Philip Kirkwood created a purpose built trolley, more efficient that an ordinary trolley. Photo/ Supplied

Polisher Kerry McCulloch is another employee who works without a machine and has done so for 21 years.

"Because of the different shape of products it's impossible to get a single machine to polish all the nooks and crannies and get the complete mirror finish," Mr Elgar said.

Looking into the future Mr Elgar said the business would continue to adapt to changes in vehicles as well as meeting new requirements such as working with airbags and sensors.

"As long as people have cars and trucks, we will be in business."

*Emma Russell toured Ali Arc Industries as part of an initiative by the Whanganui Chamber of Commerce which is putting on monthly local business tours. To get on the attendance list, email Marianne Archibald: ce@whanganuichamber.net.nz