It is the manufacturers who have created the current low margin UK lift truck market by under cutting the dealers, Linde Toyota and Junghienrich being the main 3. So i suppose you are right in suggesting the only option for the rest is not to fight it but join in.
Dealers can only survive with support from the manufacturers, if the support is taken away they become uncompetitive in the market place. The fact is there are too many people chasing to little work, ideally a big player needs to go bust and disappear, leaving some room for the rest to grow a little.