"Linde, Toyota, Still and Jungheinrich are at the top. Our ambition is to conquer a place there," says Hyundai's Michel de Weert.

Marketing its machines based on the KIS (keep it simple) principle, Hyundai Heavy Industries Europe (HHIE) is making rapid progress in Europe after only five years in the region. In 2005, forklift sales for HHIE totalled 1,000 units, up 25 per cent from 2004.

Michel de Weert, marketing manager of HHIE spoke to Forkliftaction.com News reporter Christine Liew in an exclusive interview about the company's relatively unknown brand, its rapid growth and the new Folex forklifts, after returning from Manutention 2006.


Forkliftaction.com News: Was it HHIE's first time at Manutention and what did HHIE accomplish at the show?

Michel de Weert: No, it was the second time we participated but the first time with our new program (the -7 range). Last time we were at Manutention was in 2001. This year's show brought us a lot of contacts from potential dealers and customers. Therefore we can say that HHIE is continuing its successful market approach towards the European forklift business.

Forkliftaction.com News: Describe the growth trend for HHIE forklift sales for the past five years.

Michel de Weert: Brand recognition is increasing steadily as our marketing efforts pay off. The growth Hyundai Motor Company is undergoing creates a spin-off effect on our products and brand name. Along with a good basic product, these two effects have resulted in a qualified growth, rising above expectations.

Forkliftaction.com News: What does HHIE think of this growth trend?

Michel de Weert: We hope our growth will keep thriving like this for the next five years. In the mean time, we will prepare ourselves for any threats the future might bring.

Forkliftaction.com News: What sort of threats does HHIE anticipate the future to bring?

Michel de Weert: Seeing what is going on with Linde, the forklift business will look very different after a takeover has occurred. Resulting from this deal, we might have to face a competitor, even stronger than Linde has been. Nevertheless HHIE will keep on going to prove that we're up to the challenge and that we can be part of world class suppliers.

Forkliftaction.com News: Who are your main competitors in Europe and how do they rank alongside Hyundai?

Michel de Weert: Brands like Linde, Toyota, Still and Jungheinrich are at the top of our game. Our ambition is to conquer a place in between those brands. In the mean time we feel like we're playing at the same level with Doosan, Hyster and Mitsubishi, which is amazing as we have only been present in Europe for five years.

Forkliftaction.com News: How important is the European market to HHIE?

Michel de Weert: The European forklift market is an indicator for the rest of the world's forklift business. The European customer is most demanding because the market itself is the oldest one. That is why not only Hyundai but most of the competition focuses on Europe when it comes to new developments and adapted programs.

Forkliftaction.com News: What are the strategies in place to ensure HHIE increases its European forklift market share?

Michel de Weert: HHIE follows a three-way strategy:

1. Enlarge the European dealer network. After focusing on the "new" countries of eastern Europe, we're now focusing on the "old" countries in Europe (hence our presence at CeMAT in Germany and Manutention in France).
2. Expand our product range. HHIE is expanding its existing diesel, gas and battery forklift ranges (for example, up to 16 tonnes in diesel). HHI is developing a sit-on type stacker (expected to be launched in 2008).
3. We will continue to make and market machines based upon our KIS (keep it simple) principle, resulting in tough, easy-to-maintain, very reliable machines."

Forkliftaction.com News: Any other long-term plans in the pipeline for HHIE?

Michel de Weert: HHIE wants to become one of the major brands in the European market in the long term, and to be recognised as a quality product supplier.

Forkliftaction.com News: What new products will HHIE introduce to the European market in 2006 and when?

• "Folex 45DS-7 at Manutention in March 2006. D stands for diesel, S stands for (over)sea (European engine specification).
• Folex 20/25/30BH-7 in March 2006. B stands for battery, H stands for high voltage (80V). (Folex 25BH-7 was shown at Manutention)
• Folex 80/100DS from 7 December 2006 to January 2007.

Folex is a new Hyundai sub-brand for its forklift models. It is an abbreviation of "forklift excellent".

Forkliftaction.com News: Isn't Folex the new name for all Hyundai brand forklifts?

Michel de Weert: Folex will be gradually introduced in the market as a sub-brand to Hyundai. It will be Hyundai's way to nominate its forklift trucks (eg. Hyundai Folex 45DS-7). We'll probably even introduce an abbreviation (FX) after a short while but idea is that people should get to know the meaning of the abbreviation first.

Forkliftaction.com News: Are there differences between producing and selling forklifts for the European and Korean markets?

Michel de Weert: There is a big difference between the two markets. Europe is a demanding (high quality) and operator-oriented (comfort and ergonomics) market. On environmental aspects, it is far ahead of what's going in the Far East. That's why Hyundai uses the latest technology and components for the European market. Those machines are recognisable by the letter S (for oversea) in the name. There is a difference in machine specifications for the European and Asian markets. For example, Folex 45DS-7 has a Mitsubishi S6S-DT engine whereas Folex 45D-7 has a HMC D4DA engine.

Forkliftaction.com News: On the domestic front, HHI competes with Clark Material Handling Asia and Doosan Infracore in forklift sales. What is the market share like for these players?

Michel de Weert: HHI has about a 30 per cent market share, competing with Doosan. Where Clark is concerned, market figures show they are struggling to maintain their position.

Forkliftaction.com News: What will forklift sales be like for HHIE in 2006?

Michel de Weert: We are aiming for yet another year with a growth of 25 per cent to 30 per cent.