Hyster Europe has hosted almost 500 European, Middle Eastern and African dealers at the launch of its Matrix reach truck model.

The forklift, which had its world debut at CeMAT in April, was given a full roll out, complete with dry-ice dramatics. Dealers heard from Hyster Europe managing director Jean-Pierre Guerand, who said the Matrix would provide major growth in Hyster's share of the warehouse market.

The dealers put the Matrix through its paces in terms of manoeuvrability, lifting capabilities, cycle times, acceleration and braking. They were also given detailed briefings on marketing the model and how it offers customers a matrix - hence the name - of feature options and value, so they can get a forklift that matches their application, with low cost of ownership and high productivity.

The Matrix features the latest AC motor technology, raising performance levels with minimum power consumption, and has fly-by-wire 180-degree steering and optional 360-degree steering.

Hyster Great Britain sales director Gary Newall said: "Options like the joystick and the ergonomically designed levers are going to be important in the fleet hire market where you can just change different modules over. Operators are going to love its comfort and quiet operation."