Loren Swakow has announced his retirement from the role of president with Noblelift North America. This takes effect from January 31. Swakow shares with us his reflections on his time in the materials handling sector.

FLA: What would you say has been your biggest professional achievement?

LS: My biggest achievement has to be building Noblelift North America. I was looking to retire when Noblelift found me. I had never heard of the brand and was wary of “Chinese quality”. When Noblelift invited me to China, I was more than impressed with the quality and advanced technology in use. I accepted the job offer and began to introduce Noblelift to America. 

I have also always been an advocate of networking. MHEDA was a big part of that. I was asked to join the board which really expanded my contacts. I always attended every dealer meeting offered by the various OEMs we represented over the years. These contacts I made over the past decades proved very beneficial in introducing Noblelift to America. 

Early on, I traveled at least once a week to make calls on these contacts within the industry. As more dealers picked up the line and the dealer began to make money, it became easier. I then put in regional sales reps to handle various parts of the country and we grew exponentially.

FLA: What excites you most about the materials handling industry?

LS: The advances in technology has to be at or near the top. Especially when it comes to reducing labor costs, improving productivity and increasing safety. We have automated guided vehicles that can remove the labor cost from material handling. Basic math justifies the cost of these products.

We have also incorporated AI into our products. This technology can differentiate between a person and an object and warns the driver of the presence of a pedestrian. This increases safety in the workplace and reduces accidents. The impact of AI on the forklift industry is undeniable and will continue to grow in the years to come.

FLA: What is the most significant change you have seen in the industry in your time?

LS: The movement, expansion and absorption of brands is very interesting. All the brands were American when Japan entered the market in the late 70s, so it was a cost-effective product with high quality.  

Brands had to change or disappear. Mitsubishi Logistics combined Caterpillar with Mitsubishi and then Jungheinrich. Hyster and Yale also joined forces. Most recently we saw Doosan become Bobcat. I feel the next movement in our industry will be the Chinese brands beginning to work together. 

FLA: What is the biggest challenge and opportunity that you see facing the materials handling sector?

LS: Branding is very important; your brand and the brands you represent. You can control your brand and must always be cognisant of your reputation. Growth and expansion should always be in your thoughts. You cannot control or guarantee the brand you represent. It is important to align your dealership to that brand, but always be aware of opportunities that may present themselves. The landscape is constantly changing, don’t get caught by surprise. Brand is both a challenge and an opportunity.