the cost to develop a forklift can very but the extra people needed like Jonnr.j pointed out can out way this. Crown have seen companies like Linde, junghienrich,Toyota enter it's core market of warehouse equipment. It had two choices one to sit a do nothing just let the competitors come in and take away business.Or two develop new products away for its core business and enter new markets,Like any other manufacture who is looking for long term servile Crown choice was to develop. The cost of this will probably pay for it's self over several years but the benefits to Crown and Crown employees will be much greater.