Customer centric forklift design

Each lift truck and technology we produce starts and ends with the customer. We meet warehouses where they are with tailored options and solutions to help solve their toughest labor, safety and productivity challenges.

New warehouse challenges require new approaches

In a world with steeper consumer expectations — from greater product variety to faster, cheaper delivery — the right materials handling solution is more critical now than ever. That’s why our lift truck and technology development is driven by the challenges our warehousing customers face.

Some manufacturers are content to allow their own value chain to dictate their product portfolio, developing only what fits their factories, existing capabilities and dealer models. When vertical integration drives product development, customer needs and innovation take a back seat. To bring problem-solving lift solutions to market quickly, we source the world over for the best materials, components and technology — whether that means in-house development or working through trusted external suppliers. Because we’re not just here to manufacture lift trucks. We want to solve customer challenges.

The customer-driven design process

We track industry trends and forecasts to anticipate new challenges, follow the customer journey to understand evolving needs and listen closely to feedback as we engineer and test new products.

Step 1

Step 1

Understand customers' needs backward and forward

Know our customers
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Step 1: Know our customers

Understanding customer needs means acknowledging their current problems and going one step further to uncover solutions they didn't know they needed. We take the time to listen to forklift purchasing agents, operation managers, operators, service technicians, independent dealers. We use a variety of tools to better understand what all of those different stakeholders need, including:

Industry trend analyses

Site visits

Customer surveys and interviews

Dealer interactions and engagements
Step 2

Step 2

Solve the problem while meeting budgets

Build the right truck at the right price
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Step 2: Build the right truck at the right price
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Our lift trucks are engineered not just to address the labor, safety and productivity challenges of our customers, but to provide maximum value. Our engineers work with our industry-focused teams and outside experts to translate operator, customer and industry or application-specific needs into functional, cost-effective features and design. Every component is carefully evaluated on both performance and cost. To provide optimized solutions for a range of budgets, our trucks are:

Scalable - designed to support everything from hour-a-day forklift use to around-the-clock duty cycles

Modular - designed with interchangeable elements and systems to help you customize the truck to your specific needs
Step 3

Step 3

Account for the full experience

Engineer around the operator
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Step 3: Engineer around the operator

With a deep understanding of the operator experience, we design and engineer equipment that enhances forklift operator comfort and maximizes their productivity. Our customer-driven design process considers both how the operator interfaces with the truck and how the truck interfaces with the application. Our lift trucks are designed to:

Do the job - incorporating the operator experience yields equipment that builds confidence, reduces fatigue and enhances safety

Look the part - a sleek lift truck gives the operator a positive connection to something they may be working with all day long
Step 4

Step 4

Put the solution to the test

Iterate and validate
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Step 4: Iterate and validate

Once a solution — whether a full lift truck or a specific feature — is developed, we put it through the ringer. Concepts are tested both internally and with customers to validate that the solution is what our customers need. We ask:

Does this solution meet the customer need?

Is it set at a reasonable price point?

Will operators accept it?

Is it reliable and durable?

If the answer is ever "no," then we start over. Our design is only complete when every part of the design wheel is complete and when the customer says the product meets their needs.

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Adaptive fork and load control

Automatically adjusts lift functions to minimize the potential for product damage, tip overs and excess stress on truck components:

Controls lift and lower speed changes to avoid slamming fragile products down

Manages mast speed to avoid movements that cause it to sway

Limits mast tilt speed and range when a load is in an unfavorable position

Manages tilt to avoid sharp stops that could upset stability

Controls reach extension and retraction to avoid sharp movements and stops

Restricts lift functionality if a load exceeds truck’s rated capacity

Get the right lift trucks for your warehouse

Each model in our extensive lineup of lift trucks is carefully engineered for today’s warehouse. Still, unique workflows and the particulars of your specific operation can call for customization to further optimize performance. In either case, our team is here to help you solve your toughest challenges.

Find your lift truck Learn about custom engineering