Recently appointed Takeuchi UK Head of Sales, Jason Periam, has no intention of standing still. As the company celebrates 30 years in the UK and Ireland, he is determined to strengthen dealer relationships, sharpen the brand’s market position and take the fight to the sector’s established leaders.
Jason is only eight months into his role as Head of Sales at Takeuchi UK, but he already speaks with the confidence and urgency of someone determined to leave a lasting mark on the business. That ambition has been shaped by a career path that began not in sales, but in design engineering in rural Norfolk. “I grew up in a very agricultural part of the world,” he recalls. “I started out in agricultural engineering and went into a design engineering role with an attachment company. I’ve always believed if you know how something can be made, it’s a lot easier to design it.”
From agricultural implements and telehandler buckets, Jason’s interests quickly shifted towards larger construction equipment. “Sugar beet was probably what got me excited about bigger kit,” he explains. “I started getting involved with larger loading shovel buckets and really developed a passion for heavier equipment.”
That grounding in engineering still influences the way he approaches business today. “There was always something satisfying about seeing the whole process,” he says. “Designing something, seeing it built, then watching it work for a customer.”
From Engineering To Leadership
Jason’s move into sales came naturally, after he began accompanying sales staff to customer visits. “I got a taste for going out, listening to what customers wanted and helping solve problems,” he continues.
His career accelerated rapidly from there. After securing major construction attachment contracts for Norfolk-based manufacturer Gurney Reeve, he was recruited by attachment specialist Ulrich Attachments — a company whose business he had effectively been “stealing”.
Over more than a decade at Ulrich, Jason progressed from area sales manager to managing director, helping grow the business from around £4.5 million turnover to more than £7 million, before the business was sold.
“It was brilliant,” he says of his time as MD. “You climb to the top of the ladder, and you get there, but I was still in my early 30s and felt like I had plenty more to give.”
That desire for a fresh challenge led him first to SANY UK and then to Takeuchi UK. “Takeuchi is one of the leading brands in the UK,” he says. “It felt like the right progression step – both in terms of the brand and the position itself.”
The TB216 is among the Takeuchi UK's biggest sellers.
A Brand With A Reputation
Jason is under no illusion about the strength of the Takeuchi name in the UK. “The brand is renowned,” he says. “Operators love them because of the hydraulic performance and controllability. There’s an element where Takeuchi almost sells itself.” However, he is equally aware that reputation alone is not enough in today’s highly competitive market.
“The UK is one of the biggest excavator markets in the world,” he says. “Everybody wants to be part of this market now, and there’s more competition than ever.”
That competition, particularly from newer Far Eastern manufacturers, is reshaping the industry landscape. Yet Jason believes Takeuchi’s strengths remain clear. “The quality control process in Japan is second to none,” he says, following a recent visit to the Takeuchi factory. “I’ve walked through a lot of OEM factories over the years and the process at Takeuchi really stands out.”
“Takeuchi machines have incredibly strong residual values,” he adds. “That’s hugely important for hire companies, because asset disposal is where a lot of their profit comes from.”
The TB370W 'rubber duck' gets to work.
Challenging The Market Leader
Jason is also refreshingly candid about his ambitions for the Takeuchi brand.
“I want to be the man to take Takeuchi to the top of the market share table,” he says, plainly. “Kubota has held the number one position in the UK for a long time, and that’s where we see the opportunity.”
Takeuchi currently sits in second place in the UK excavator sector, but Jason believes there is room for substantial growth. “A lot of hire companies are telling us they see an opportunity with Takeuchi and they want a manufacturer that’s prepared to work with them.”
Achieving that growth, however, requires change, and Jason knows change can be uncomfortable. “You can’t grow by doing the same things you’ve always done,” he says. “Some of the changes I’ve already made haven’t always been popular, but if you want to move to the next level, things have to evolve.”
Central to his strategy is strengthening relationships with the dealer network.
“We probably hadn’t been listening to dealers as much as we should,” he admits. “So, a big part of my role has been getting closer to them, understanding their goals and making sure we’re aligned.”
His approach is notably hands-on. Since joining the company, Jason has visited virtually every Takeuchi dealer in the UK. “I’ve always believed you should understand every level of the business,” he says. “You need to be visible.”
The Takeuchi UK team were certainly visible at ScotPlant.
Looking To The Future
Alongside sales growth, product development remains a major focus for Jason and the wider Takeuchi UK team. A key moment this year will be the launch of the new TB3150 and TB3150R 15-tonne excavators at Hillhead 2026 – a product area where Takeuchi believes it can significantly expand its presence.
At the same time, the business is keeping a close eye on future powertrain technologies, including battery-electric and hydrogen solutions. “There are still more questions than answers,” Jason says, honestly. “Battery probably makes the most sense for compact construction equipment, but I think biofuels will also have a role to play.”
Celebrating 30 Years
This year also marks Takeuchi UK’s 30th anniversary – a milestone the company intends to celebrate in style.
Takeuchi UK's headquarters.
Among the initiatives planned are a commemorative anniversary book featuring stories from dealers and customers, special Japanese-inspired liveried TB290 excavators and a celebratory event later this year at Carden Park in Cheshire. “We’ve almost got a cult following,” Jason says with a smile. “Some customers already want to buy one of the special anniversary machines just to keep in their yard as a collector’s piece.” The company also hopes that Takeuchi president Toshiya Takeuchi will attend the anniversary celebrations in person.
For Jason, the anniversary is also about more than simply reflecting on the past.
“It’s about building on the historical success,” he says. “We’ve got a strong brand, a loyal customer base and good dealers. Now it’s about pushing forward and making sure Takeuchi continues to grow for the next 30 years.”
https://www.takeuchi-mfg.co.uk/