Materials handling equipment manufacturer Yale revealed a re-brand in March 2023. We speak to Robert O’Donoghue, Vice President Marketing and Solutions EMEA, from Yale Lift Truck Technologies to find out what has changed and how it will help businesses to bring their warehouses into the future.
The company has changed its business name to ‘Yale Lift Truck Technologies’ and introduced a new logo. Why?
We got to where we are today because of our ability to design and manufacture excellent lift truck technology. This is what our 100-year heritage is built on. Our new name and refreshed logo are about more than just a new look. They represent a return to our essence.
Our new brand is a commitment to being a focused player in the warehouse market. This evolution is evidence of our dedication to meeting the needs of our customers.
In what areas do you see your customers’ needs shifting?
The materials handling landscape is changing, and so are its challenges. From labour shortages to safety and sustainability goals, we’re committed to providing the solutions in the intralogistics and warehouse space. There are increasing demands for shorter delivery times and flexible, high-quality service. Europe is the biggest intralogistics market in the world and is expected to see an unprecedented level of expansion and innovation. Fast adoption will be key, and we intend to lead by example with our solutions.
How do you hope to achieve that?
Our new positioning is built around three pillars. The first is our network of independent dealers. We believe in the power of independent and aligned partnerships. Our dealers aren’t just a part of our team, they are integral to our success. They are independently owned and fully committed to helping businesses to tackle their warehouse challenges. And that enables us to fully focus on what we do best; to design and manufacture the best lift-truck technology in the industry.
What are the other pillars that the new Yale Lift Truck Technologies brand is built on?
We have a smart design philosophy which is all about putting the customer first. By understanding their needs and challenges, we’re able to source the world for the best suppliers, and build products that truly meet their demands. This ties closely into our focus on Technology Integration. We’re not just keeping up, we’re leading the way.
What makes Yale different from your competitors?
Our products speak for themselves, but what truly sets us apart is our understanding of the industries we serve. By building products that truly meet their needs, we’ve earned a reputation for excellence and won numerous awards.
In an industry where everything is always moving, Yale builds trucks that you can rely on. Uptime and productivity are essential in warehouses as this reduces the cost of overtime and customer complaints. That is why we engineer our trucks for long service intervals and aim to keep the total cost of ownership low for our customers.
We also have a strong service network. Whether it be through training mechanics and operators, our smart display, or utilising telemetry for timely diagnostics, our push for rock-solid reliability is unwavering. We continually work to optimise our spare parts availability and delivery times.
What is next for the “new” Yale?
We believe there is huge potential yet to be unlocked. The lift truck technology we offer is not just about lifting loads, it’s about overcoming physical limitations and constraints, and pushing the boundaries of what’s possible. We like to say that everything we do is aimed at helping you Outsmart Gravity, reliably and sustainably, so that you can look towards the future with confidence.
We are entering the most exciting era of our existence and with our new focus and stronger-than-ever global dealer network, the future looks bright. Over a century of outsmarting gravity, and we’re just getting started.
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