How many of you work for an MCFA owned dealership? This topic has been an entertaining read and just goes to show how rumors can spread like a virus not matter how untrue they are.

That's pretty funny...
Completely untrue and inaccurate, but funny nonetheless.

The % ownership of Caterpillar in the MCF (A, E, S) business is less than 20% these days. In 1992 it was 20% but has reduced over the years. The trademark is not paid for, but instead through it's share Caterpillar Inc make profit or loss every year dependent on turnover, and are obviously represented on the board of directors with 2 seats, from what I recall. The factory in China is not part of the MCF business directly which is why it's set up as Mitsubishi Forklift Dalian, and a different joint venture arrangement.

There is no issue between MCF/MHI and Caterpillar Inc., although Caterpillar are not really involved in the complete business, and really influence only brand implementation and use.

Many Cat Earth Moving dealers had already left the fold prior to 1992 due to the fact that Caterpillar was already loosing interest in the lift truck business and already for many years had farmed out its production and even the design responsibility to other parties i.e. Daewoo, Royal Tractor, Kalmar and Rocla. In the last years only a couple of models carried Cat engines, but no forklift was produced in house.
The lack of want or interest from Caterpillar in lift trucks has meant that there is really no desire from earth moving dealers to have Cat Lift Trucks as a product, except where they do not wish for someone else to offer Cat branded products. There is no synergy between the products at all, which is a shame as both sides would benefit.
It still does not make sense for MHI to end the relationship due to the power of the Cat brand.

Ed, didn't the 2b1c start only 6-8 years ago rather than over 10?
In the rest of the world this is still not something practiced, except in rare cases.

edT - How time flies, the MCFA, joint venture started June/July 1992.

I would guess this discussion will come up about 1 or 2 years before each "end of contract" during the options negotiation phase, which I would guess to be on the 5 or 10 year anniversary of the joint venture, which I figure would be about now.

@trainer

Please explain the big differnce between Caterpillar & CAT.

CAT is a registered brand name used by Caterpillar Inc. (the dirt side of Caterpillar). Caterpillar is a 20% owner of MCFA (a joint venture between MHI & Caterpillar Inc.)

The former Caterpillar lift truck company was a part of CII - Caterpillar Industrial Inc. - whose parent was Caterpillar Inc.

you could paint a lime yellow and call it a lemon but it's still a lime ;o)

Thats the value of the cat name , how many people would buy a Mitsi truck. They are they same but yet people will pay a higher margin for the Cat.

Guys, you are getting way over board here. I was just checking what I had heard. I don't need a class on what MCFA stands for or who owns what, I been around for about 40 years so I know,. I just heard the rumor coming from Houston and wondered if anyone else had. It makes no sense to take the Cat name away, even though everyone knows it is a Mitsi truck painted black and gold.

MCFA is Mitsubishi Caterpillar Forklift America

What does the "C" stand for in MCFA?

CAT... not Catepillar

there is a BIG difference.......

Just about everyone has seen this. It's nothing new, Cat Dirt and Cat Lift Trucks are completely separate.

I do not know about Cat Dirt not liking MCFA or any other high school type gossip. I do know MCFA is adding onto their production facility in Houston to manufacture more Caterpillar lift trucks. So, I doubt they drop the name. There is too much band value in the Caterpillar name.

I have been told, and seen that Caterpillar Heavy does not like nor have much to do with MCFA....

I have SEEN my own eyes CAT dirt dealers with Hyster's, Hoist's and Toyota's on their lots.... no MCFA's... hmmmmmmm

Phunny

Has anyone else seen this?

yep edward, its funny how trademark liability can change a company.
Just follow the money trail ;o)