Eugenio Aramburo, managing director at Capital Forklift in Puebla, has been working in materials handling for over two decades
Working in the Mexican materials handling market for over two decades, Eugenio Aramburo, managing director at Capital Forklift in Puebla, has perfected the art of adaptation in an ever-evolving industry.
He talks about challenges and opportunities within his regional market and his belief that amidst the lure of technological advancements, success in the industry still hinges on your quality of service.
RC: What drew you to the materials handling industry 22 years ago, and what still excites you about the industry in 2025?
EA: It was my first job, and I was invited by a family member when I was 18. Since then, I have relished the opportunity of tackling challenges and knowing that I can leave my personal mark on many company projects by proposing better ways to achieve our goals.
RC: What are the key challenges that forklift dealerships face in Mexico today?
EA: There are quite a few challenges due to the number of brands that are present in our country today. One major challenge is that customers want more height in less space. Another is properly adapting to the constantly evolving technology adopted by the materials handling industry. I believe what will always make the difference is the quality of after-sales service.
The Capital Forklift team stand proud in front of a sizable SOCMA forklift
RC: How is Capital Forklift addressing these challenges?
EA: We always seek to have three things: an inventory with different options for the client's application; the best and the latest technology in the segment and; post-sales support so our customers are happy whether they are buying or renting.
RC: What current opportunities within your regional market are you most excited about developing?
EA: Being able to be a technology adopter in materials handling. The next step will be AI. We favour lithium-ion and look forward to continuing to bring the benefits of the technology to our customers.
Eugenio is excited about the technological growth that China is bringing to the materials handling market
RC: Does your dealership do business in the USA, or do you have any plans to do so in the future? If so, what is the impact of this year’s change in US government on your business activities?
EA: I still believe that we are a growing company, but at present, we still do not work within the USA. There have been some approaches to analyse the possibility given that the USA is a very important market in our continent, and we know that the technology we develop with the brand we represent is the best. But first we need to know what the final decision of the US government will be.
RC: You are an authorised distributor for EP Equipment and SOCMA. How has the market for Chinese forklift brands evolved in Mexico since you started in the industry?
EA: Right now, I am passionate about the technological growth that China is bringing to the materials handling market. There are so many things that I have seen advance in a matter of years. I am happy to know that we are part of this evolution. Although Chinese brands have experienced substantial growth due to their quality and competitive price, I believe there is room for everyone in this market.
RC: Does the equipment you sell come direct from China?
EA: Yes, we import directly from China to Mexico without having any ties in the USA with the companies of the brands we represent
RC: What are the key changes you have seen over your time in the industry?
EA: I think that there have been many changes over the years, especially over the last five, where the rate of change continues to speed up. However, we have adapted well. The introduction of lithium batteries and automated guided vehicles (AGVs) have come to help us in ways we could not have previously imagined.
RC: What is the most rewarding aspect of your role as a managing director?
EA: I think that before being a director I have always been a salesman (haha), and that gives me the opportunity to be empathetic with the different departments of the company and know when to support each of them.
RC: Since you are a salesperson at heart, perhaps you can share what is the most important lesson you’ve learned in sales that you would share with someone new to the industry?
EA: I believe there are two things:
- Knowing the specific needs of each client before making a proposal.
- Thoroughly studying the forklifts with all their variants to make a technical and economic proposal that is easy to understand and honest in that it truly meets their needs.
RC: What do you enjoy doing when you're not working?
EA: I like to play golf and do all kinds of off-road activities that put me in contact with nature and invite me to discover new paths.