News service and business centre for materials handlingHOME
DISCUSSION FORUMS : Forkliftaction.communicate
is this the beginning of the end for the Linde name in materials handling
  • exalt
  • Dubai, United Arab Emirates
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
  • Posted 15 Nov 2014 12:33 AM
  • • Modified 15 Nov 2014 12:35 AM by poster
Total replies: 17. Showing items 1 - 17 of 17 results.
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.
  • Posted 15 Nov 2014 04:19 AM
  • exalt
  • Dubai, United Arab Emirates
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.
  • Posted 15 Nov 2014 08:13 AM
  • • Modified 15 Nov 2014 08:17 AM by poster
  • chris_t
  • South Carolina, United States
Actually many Toyota dealers are multi branded. The only one's that are still single line "contractually" are Hyster dealers. The exception being where they have molded Yale and Hyster dealers together as one.
  • Posted 20 Nov 2014 11:55 PM
  • chris_t
  • South Carolina, United States
Maybe the North American market is a little different. After all we have been in the lift truck business quite a bit longer than most of the world. Outside of China it is probably the largest lift-truck market in the world. I would guess that KION is just like everyone else, to be a winner and a leader you have to play in the North American market. If you don't your growth potential as a company for the future is very limited.
  • Posted 20 Nov 2014 11:59 PM
I think when Datsun changed their name to Nissan it was a good move however Daewoo becoming Doosan was pretty questionable. Kion is a globally universal name and isn't easily attached to a country or region which I think is good.

  • Posted 22 Nov 2014 12:17 AM
I read your Post and looks very interesting.. thanks every one , i really appreciate the way you all post here..

Alpesh Shah
[url removed]
  • Posted 25 Dec 2014 09:46 PM
  • Robe
  • Nova Scotia, Canada
I'm a strong proponent of any and everything Linde, I truly believe they produce the best lift trucks available. From the rumors I've heard regarding the new products which will be coming available in the years to come, it wouldn't surprise me if there was a shift to the Kion name. I would be embarrassed to have Linde's name on the upcoming "lower initial cost" trucks I've been hearing about.
Either way all we can do know is keep our fingers crossed that the new gear isn't complete ****!
  • Posted 2 Feb 2015 12:49 AM
  • exalt
  • Dubai, United Arab Emirates
What people might not know is KION don;t own the Linde brand name this is owned by the Linde gas company. KION only Licensed the name of Linde. You are now seeing the Chinese running KION and you will see more of the same coming from China , The Linde HT25T for example,The new E60 - E80 Range is the new Still electric 6 8 ton.

What comes next is a lower tech truck with Torque converter transmissions all Branded under the KION name. The fact that reported on here that the two CEO's from Linde and Still are going shows the way things are going for Linde Still and the rest of the companies inside KION.

Over the next couple of years Linde name will go from the markets. But in a way this might be good for KION as Linde name in only popular in European markets. linde percentage of the north american market is under 8%. The new 1402 truck from all accounts is not that good

Now before people say or well you don't like Linde or you are a former employee this is not true , When i said the Chinese had bought KION every one including KION said this was not True , when i said KIOn would close Linde Heavy Trucks again this was denied but both proved to be right.

The best way forward is just to say here we are a Chines controlled company who are going to market our product under just one brand and give quality and value for money to all customers for all markets , but this won't happen and again people will just say its all rubbish and linde name will always stay in the market , To them just ask Linde gas
  • Posted 7 Feb 2015 08:24 AM
  • • Modified 7 Feb 2015 08:36 AM by poster
I started in the 70's as a Baker Lift Truck Mechanic in the USA. In the early 80's Linde purchased Baker to access their arguably weaken distribution network of Dealers. Prior to the purchase, Baker had not done a good job of updating their product offering which contributed to Baker's downturn. As one of the "Electric Techs" on staff I was excited to work on the new technology Linde offered in their trucks. Problems presented themselves almost immediately in the US market. High price of the imported equipment and their service parts were the first obstacles to overcome when lower cost alternatives were readliy available. The equipment became a concept sale where premium quality, better efficiency would provide the ROI necessary to justify the higher expense. Good Baker customers gave our new products a shot in the first round to test our claims. The Owners in the US cared little for the increased comforts of a Grammer seat for their Operators especially when they saw the replacement costs. The next problem was that the electrics started to burn up contacts tips, steering motors (especially the 2 brush versions) and hall effect sensors. The reasons I later determined was that in Europe it was usual for the trucks to be powered with 48 volt batteries which ran the circuits at lower amperages, especially at the end of shift. In the USA we had 48 volt batteries in circulation but it was much more likley to see 36 volt and in some 3-Wheel sitdowns 24 volt batteries.
Pallet trucks used thin walled oil-lite bushings that wore out faster than the competitors thick walled greasable bushings and required less attention when it came to replacement. Switches from Europe were more elegant than the US counterparts but were more prone to failure than the US counterparts, especially in freezers and docks.
Circuit boards were not locally repairable in the early years and required expensive OEM rebuilts (when available) or more often new units. Needless to say the Baker customers migrated to our competitors on their next purchases. After all a common saying I have heard in the USA, Germany and Sweden "Sales sels the first truck but Service sells the rest".
Since then I have worked for BT and Jungheinrich and seen both factories and spent time in Sweden and Germany. The market differences I have noticed include the education of most operators in the US is typically High School and lately some College. In Europe, I believe they are higher educated or at least have a higher respect for the equipment they operate. As result you will find that the US products tend to be Armour Plated tanks when compared to their European counterparts. Many Europeans I discussed this with gave me the impression that they considered US designed trucks un-inspired rather than meeting a US market demand. This sentiment was expressed to me in the US and in Germany when we discussed the Crown European offering.
  • Posted 13 Feb 2015 02:28 AM
In the eighties the Linde Hydrostatic was a tough sell due to price and diesel only. Dealers were not strong and in some cases the third line of product. Applications were limited. Today Linde is still only 2% ?? of the North American Market. They do have acceptable electric product but it's an uphill battle.
  • Posted 15 Feb 2015 12:33 AM
I've looked closely at Linde and Crown trucks in the last 12 month here in the UK, although the Linde product is excellent, their fragmented dealer network set up, especially here in the UK is a bit of a joke, if you've got depot that cross their dealer boundaries, you aren't going to be bored watching the local NNC's squabble amongst themselves.

Crown, i like the Crown product, infact i like the way it is built, sure it ain't pretty, but it is strong, plenty of metal and as most fork truck driver don't give a monkeys about what they crash into, ergonomically the Linde's are ahead of the game though.
  • Posted 20 Mar 2015 07:39 AM
So when will Kion stop using the Linde brand name and what will the new name be? KION ?
  • Posted 15 Aug 2017 12:06 AM
It will probably be a phased name change, a bit like when Linde bought Lansing Bagnall and they were called Lansing Linde for a while before the Lansing name was dropped to leave just Linde.

I expect it to go the same way, such as Kion - Linde before the Linde name is dropped, i expect that will take 5 years, as most contracts are 5 years for most major end users on leases, etc.
  • Posted 18 Aug 2017 07:50 AM
  • exalt
  • Dubai, United Arab Emirates
I agree it will be over time KION don't own the Linde Brand name this is owned by Linde Gas, When Linde Gas sold the materials handling division they changed the name to KION. KION only Licence the linde Brand name. KION now is an established company all on their own so it would make senses to use their own name.
  • Posted 23 Aug 2017 01:20 AM
To oldtechguy. In US we work longer shifts, more hours, lift heavier and larger pallets and move more material. That explains the difference between crown and linde.

Dreamt I was fixing a machine, then came the paperwork and it turned into a nightmare.
  • Posted 1 Sep 2017 01:36 PM
Exalt, i think you missed this one. Linde purchased the rights to use Linde when they left Linde gas to the tune of $50 million. Hence the slight change in logo from the gas to Linde Lift trucks. Linde knew they could not afford to lose the name.

Lift it!
  • Posted 21 Sep 2017 10:28 PM
  • exalt
  • Dubai, United Arab Emirates
Hi deadand bloated yes KION did do a licencing agreement with linde gas for the name but that agreement runs out soon in certain markets.

This is why you are now seeing KION name take a more active role like in India and even in North america in a smaller way
  • Posted 24 Sep 2017 01:10 AM
Total replies: 17. Showing items 1 - 17 of 17 results.

Having trouble using the Discussion Forums? Contact us for help! accepts no responsibility for forum content and requires forum participants to adhere to the rules. Click here for more information.

Forkliftaction Media Pty Ltd
PO Box 1439
Milton QLD 4064
About Forkliftaction
The Forkliftaction Team
Privacy Policy
Site Map
Business Directory
Discussion Forums
Industry News
Events Calendar
Jobs & Resumes
Photo Galleries
Blog articles
Our Bloggers

Industry Brands
Company Index
Regions & Countries

Advertise on Forkliftaction
Editorial Features / Calendar
Featured Businesses
Past News Editions
Industry Associations
Storing your login information automatically.

When you select the 'Remember me' option, your login information will be stored on your computer in the form of a cookie. When you visit again, the stored login information will be retrieved automatically and you will not have to submit your login parameters (email address and password) each time you want to visit our members-only pages.

A cookie is a small piece of data that is sent to your browser from a web server and stored on your computer's hard drive. A cookie can't read data off your hard disk or read cookie files created by other sites. Cookies do not damage your system.