UniCarriers is continuing to expand its business activity in Europe and positioning itself more broadly as part of a multi-brand strategy: from 1st April 2015, the company reenergise TCM as a European dealer brand. By taking this step, the international forklift manufacturer is responding to the prolonged high demand for TCM equipment from the European market. TCM forklifts will be available initially in Great Britain and gradually also introduced in other countries. Sales will be exclusively through the network of dealers and distributors. Primary objectives of the multi-brand strategy are broader market coverage and the development of new target groups.
“In 2013, we integrated the high-volume TCM brand into the UniCarriers Corporation. Because of its high recognition and the great confidence of customers in TCM equipment, we have now decided to revive the name in Europe as a dealer brand,” Nobuo Yoh, CEO and president of UniCarriers Europe GmbH, describes the strategic step. Alongside Atlet by UniCarriers, TCM will therefore become the second product brand of the group. Like UniCarriers, TCM offers a full range of forklifts. To differentiate them from the white-grey UniCarriers models, the equipment will be sold in a yellow finish and via indirect sales channel. With the new product brand, UniCarriers principally wants to reach customers who need reliable and durable forklifts for industrial applications. The equipment is easy to operate and stands out for short delivery times as well as low maintenance.
Japanese company TCM (Toyo Carrier Manufacturing Co., Ltd.) was established in 1949 and produced Japan’s first forklift in the same year. By the time of complete integration into the UniCarriers Corporation in 2013, TCM had established subsidiaries in Europe, Asia and the USA. Today, the dealer network forms part of the UniCarriers distribution.
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