New era for Yale Lift Truck Technologies

27th March 2023

Logistics BusinessNew era for Yale Lift Truck Technologies

Yale Materials Handling has changed its brand name to Yale® Lift Truck Technologies. The rebranding reflects the Company’s emphasis on technology-enabled lift trucks for warehouse and intralogistics operations, delivered through a strong network of independent Dealers.

The rebrand highlights how Yale is responding to ever changing market conditions and demands; whilst emphasising its strengths in providing solutions for customers’ needs. The materials handling landscape is changing. So are its challenges. 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. From labour shortages to safety and sustainability goals, Yale is committed to providing solutions in the intralogistics and warehouse space.

“The new Yale positioning is built around three pillars” said Robert O’Donoghue, Vice President Marketing and Solutions EMEA from Yale Lift Truck Technologies. “The first is our smart design philosophy which is all about putting the customer first. Second, is our focus on Technology Integration. We’re not just keeping up; we’re leading the way. Third, is our dealer partners, who create long-lasting, successful relationships with customers”.

The new brand name is founded on a 100-year heritage designing and manufacturing lift truck technologies which keep evolving to meet the challenges facing today’s industries.
With its Dealer Partners, Yale focuses on customer success in the fast-changing intralogistics market.