At ProMat 2023, the Yale brand unveiled its new brand identity and positioning, emphasizing its focus on technology-enabled lift trucks and customer-driven design philosophy. Moving forward, the company will be known as Yale Lift Truck Technologies.
According to David Furman, President of Marketing, Strategy, and Business Development at Yale, warehouses today face multiple challenges including persistent labor shortage, productivity issues, and the risk of safety incidents. However, when operations turn to suppliers for support, they often encounter complacency and rigidity based solely on what is best for the factory, rather than their specific needs. Consequently, Yale believes it is time for warehouse operations to redefine their expectations from lift trucks, technology, and suppliers.
To this end, Yale has invested heavily in a more creative approach with its customers at the core, engineering lift trucks with smart technology foundations, and bringing innovations to the market more quickly. Yale’s focus on research and development, combined with technology integration, has led to the commercial deployment of hundreds of robotic lift trucks and the first-ever operator assistance technologies.
The independent Yale dealer network plays an essential role in enabling the Yale technology experience on the warehouse floor. Yale dealers are empowered to focus solely on customer success without the constraints of factory ownership. They match customers with solutions tailored to their needs and provide the responsive support necessary for real-world results.
In conclusion, Yale’s rebranding as Yale Lift Truck Technologies reinforces its commitment to technology-led innovation, customer-centricity, and the industry’s changing dynamics. With a renewed focus on meeting the specific needs of modern warehouses, Yale is determined to stay ahead of the curve and deliver tangible results to its customers.
