A P-Series P450 pneumatic forklift.

Despite unfavourable global economic conditions, Hoist Liftruck is expanding into the international market, with the opening of a sales and service office in Shanghai, China.

Dan Peter, Hoist's director of marketing, tells Forkliftaction.com News that the heavy forklift manufacturer is taking advantage of the opportunities coming its way.

"China is only one of the several markets where we've expanded into. From the Middle East and Australia to Europe and South America, we're gradually prospering, while many companies in every industry are struggling," he says.

"We (had) a tremendous amount of international opportunities over the past eight to 12 months, despite the global economic crisis. Though our overall numbers are down compared to previous years, our business is still strong as we capitalise on international and domestic opportunities," he explains.

While Peter refuses to discuss the company's sales and marketing strategy, he emphasises the relationships Hoist has built. "We've been able to establish wonderful relationships with people and companies with tremendous experience and knowledge in not only the materials handling industry but also the market they serve.

"We look to fill the needs in certain markets with our niche product, quality high capacity forklifts produced in the US, at competitive prices," he says.

Hoist president Marty Flaska adds that the opening of Hoist China comes at an "ideal time" for the company. "We had a tremendous influx of inquiries and sales internationally, and even domestically, in the first quarter of this year."

The Hoist China office is headed by Johnny Shen. Shen is the former deputy general manager and national account manager of Hyster operations in China.

"Johnny and his staff are extremely knowledgeable and dedicated and we are excited to have them represent Hoist and our products in China," says Flaska.

Hoist Liftruck manufactures heavy-duty lifting products ranging in capacity from 6.7 to 50 tons (14,771 to 110,231lbs) including the new ECH Series empty container handler, pneumatic P‐Series forklift (22,000‐100,000+ lb/ 10-45+ ton capacity), internal combustion cushion Titan and FKS series forklift (18,000‐100,000+ lb/ 8-45+ ton capacity), electric cushion Lazer Series (15,000‐100,000+ lb/6.8-45ton capacity), and marina Neptune Series (15,000‐100,000 lb /6.8-45ton capacity).