12_SHD_April 2/4/07 09:42 Page 12
■ Front Cover Story
Statement
of confidence
Mitsubishi’s five year warranty package
Read any piece of literature from Mitsubishi Forklift Trucks and before long you will
come across at least one mention of the word ‘reliability’. The company is so confident in
its products’ reliability that it has recently launched a unique five-year warranty package
in the UK – a package which stays with the truck and not with the original purchaser.
What has Mitsubishi been doing to create such a sense of confidence? And do customers
share that confidence?
To address the second of those questions,
we turned to an independent UK survey, by
Benchmark, of the entire forklift truck
industry. When truck owners were asked
whose brand they would recommend most
wholeheartedly, the top answer by a
significant margin – based on the quality
and reliability of both the machines and the
people who support them – was
‘Mitsubishi’.
To explain how Mitsubishi and its dealers
have engendered such loyalty and confidence
in their customers, we talked to Terry
Foreman, General Manager of Mitsubishi
Forklift Trucks UK.
“The reliability of the products themselves
is hardly surprising when you consider the
engineering heritage of the Mitsubishi
corporation,” he said. “It’s an organisation
that produces everything from jet aircraft to
medical devices, spacecraft to ships, scientific
equipment to rally vehicles… and that same
technical excellence also informs the
development of its forklift trucks.
“But having a comprehensive range of
trucks with an outstanding reputation for
reliability is only half the story. To gain the
full advantage of that dependability, our
trucks and our customers need to be assured
of excellent back-up as well. That’s why we
choose the dealers in our network so carefully
– and it’s why we have invested so much, and
continue to invest, in the training and Terry Foreman, General Manager of Mitsubishi Forklift Trucks UK, pictured with some of the
electronic systems that maintain our position company’s famously reliable trucks.
12 ShD April 2007 www.PressOnShD.com
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