After changing the name of Voltas in India to KION India , Linde North America is also chaining there name to KION North America.
Linde North America will operate under the name 'KION North America' in future. Headquartered in Wiesbaden, Germany, the KION Group is one of the world's two largest suppliers of forklift trucks, warehouse technology and associated services. Its strategic objective for the US market is clear: to double market share over the next few years from the current 2 per cent to between 4 and 5 per cent.
Will we now see more areas and Countries now come under the KION Brand rather than the Linde brand , Will Europe soon come under the KION Brand.
The objective of KION is to double market share from 2% to 4% in North America , will they do this by using different trucks in the KION group to help expand sales under the KION brand rather than the Linde brand and if so will we slowly see the Linde Still Om still , and baoli and fenwick brands merge into just one brand KION
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The first point is KION don't own the Linde brand name , this is owned by Linde Group the gas company , When Linde group spun of the materials handling business into KION. They allowed who ever bought it to use the Linde name probably for a fixed number of years. this might be coming to a end so KION now have to start using KION as the main Brand and not Linde.
Second point Linde main sales out let is Germany and France which accounts for over 60% of Linde sales , Linde is the biggest part of KION. The people who now run KION or who own KION the Chinese understand that they need to be a truly global company and Like it on not North America is a major part of the Global market.KION have decided that for the strength of the group as a hole they need to do better in North america or the Chines owners have said this , so now they have to start from quite a long way back , the two main companies who sell in north america are Toyota and Hyster Yale these companies sell through single dealer unlike Linde whos dealers sell a multiple range of trucks Nissan , Clark, Cat , Mits the list goes on.
What you will now find with KION will be the program they will use globally with in a couple of years , If they have any sense they will any way. KION will be the one and only brand the different companies will still exists but will all sell under one Brand so the customer has a choice when coming to look at the truck , a B range could be the Bailo truck The RC range will be the old OM truck the RX range will be the still truck and the H range will be the Linde truck , By doing this KION will then have to go to the dealers and say Look you want our trucks then you become a KION only dealer. Toyota are successful because there dealers only sell Toyota brands.
Linde are very popular in Europe, there IC counter balance machines are seen as joint best in the industry.
Changing the brand name from Linde to something else in Europe would be a brave decision as a lot of people don't like change.
Not sure why Linde even want's to expand in the north American market, US is always seen as an odd one out in the forklift world as the US likes to do everything different design & specification wise to the rest of the world.
Forklift's, mobile phones, cars - the US just wants to be the odd one out all the time.
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