Warwick Lorenz, the visionary behind a thriving pump business, is thrilled to join forces with DEUTZ Australia.
Inspired by the popular cartoon character Dilbert, Warwick’s business philosophy is simple yet effective: “Why not ask customers what they want and deliver it to them?”
Twenty-seven years ago, Warwick founded Australian Pump Industries, known as Aussie Pumps, from the ground up. Headquartered in Castle Hill, Sydney, his company exports pump products worldwide and holds a prominent position in Australia’s mining and construction sectors.
A key component of Aussie Pumps’ success lies in their utilisation of DEUTZ air-cooled four-cylinder diesel engines, featuring electric start and a staggering capacity of 6,000 litres per minute.
These robust engines can handle spherical solids up to three inches and find applications in water authorities, mines, quarries, construction sites, and sewer bypass operations.
The company’s unwavering focus has always been on customer satisfaction and product enhancement. Warwick understands the significance of small details, such as operational efficiency and time-saving capabilities, which greatly impact users.
“Our customers are our inspiration,” Warwick explains. “Our company stands out due to our uncommon dedication to users.”
Aussie Pumps presently employs around 55 staff members and operates 800 outlets nationwide, catering to various industries ranging from agriculture to mining services.
“We may be an oversized mom-and-pop shop!” proudly proclaims Warwick. “While our competitors are undoubtedly formidable enterprises, they often lack the agility and innovation of a small entrepreneurial startup like Aussie Pumps.
“We think beyond conventional boundaries. Large multinational companies especially struggle to keep pace with our ingenuity.”
Before establishing his own business, Warwick worked as the Australian distributor for DEUTZ for three years.
“During that time, we gained extensive knowledge about the product and its applications in both mobile and stationary settings,” he recalls.
“We offered the full range of DEUTZ engines and provided support to key OEM customers like Atlas Copco and BOMAG.”
When Warwick assumed the franchise, DEUTZ was selling approximately 17 engines annually. However, after three years of aggressive marketing efforts, that number soared to over 2000.
Aussie Pumps’ Lead Fitter, Michael Moran, has constructed five units using DEUTZ engines and pump kits, attesting to their seamless compatibility.
“We rely on DEUTZ engines because they reign supreme in the realm of air-cooled diesels,” affirms Warwick. “To us, it’s an obvious choice. Who would want a water-cooled engine when operating a pump or generator in a remote location?”
Warwick remains dedicated to continually improving his products while ensuring they meet the demands of Australia’s unique environment. DEUTZ engines perfectly align with these requirements.
“What truly sets them apart from the competition is their reliability,” asserts Warwick. “A six-inch trash pump cannot afford an engine breakdown during a flood, catastrophe, or when a mine is filling with water.”
Warwick greatly appreciates working with Ross Harman, DEUTZ Australia’s Business Development Manager – Engines, whom he has known for many years and considers “Mr. Reliable.”
While pumps play a significant role in Warwick’s life, he is undeniably a man of many talents. On weekends, you might find him horseback riding, engrossed in English literature, or tending to his small herd of Limousin beef cattle.
