'The yale products look good'

All lift trucks look good even the Chinese look good. What matters is reliability and the quality of service.

If NACCO sell the Yale brand cheaper I am sure Barloword will have something to say about a new and smaller dealer getting better prices than them. A delicate situation for NACCO with two such powerfull dealers to deal with. Good excuse though for the lost order report to complain that the truck is being sold cheaper to the other dealer. Sound familiar? Mitsubishi trucks were always cheaper than CAT !!

Yale trucks need to be cheaper to keep the dealer's rental rate competitive as the CAT and Hyster brand sell at higher prices in the European U/E market.

MCFE with a new dealer network will now agressively target their CAT users as will Barloworld who can say that the Hyster and Yale brands are the same truck but with a different name. Although in an effort to keep prices realistic there could be an agreement between NACCO, Barloworld and Briggs not to compete.

Changing brand alone will not turn a loss into a profit!!