Mobile Industries Inc is pursuing a solar power project, adding to its product line, bolstering its distribution network and aiming to boost its market profile.

"The Ontario provincial government has endorsed a plan to support long-established corporate entities to go green," and that includes solar projects, says Steve Guagliano, Mobile president.

The government assists solar contractors such as Toronto-based JCM Capital "by way of commitment to source the new energy generated by the new solar panels that will be installed on Mobile's more than 90,000 sqft. (8,100 sqm) factory roof", Guagliano notes. "We are approximately two months from completion of the solar panel installation" in Mississauga.

Guagliano comments: "In addition to this environmentally friendly endeavour, we will see first-hand every day, by way of a large TV monitor that records the daily savings of oil and other keen advantages to our environment. This is Mobile Industries' contribution to 'going green'".

Mobile has added to its offerings, now involving six product lines and more than 300 stock-keeping units.

"Our counterbalance electric stacker and heavy-duty electric pallet truck represent wholly new product offerings," says Steve Guagliano Jr, sales and new business development manager. "Each is offered as an economical and unique alternative to existing units on the market today - the former featuring a narrower stance and smaller profile than competitors' counterbalance units and the latter offering a convenient and comfortable power steering option as standard."

The CBS30 counterbalance electric stacker is suitable for feeding machinery or loading and unloading chores in locations where the straddle legs of a normal stacker would interfere. The CBS30 has a load capacity of 3,000 lb. (1,350 kg) and lift heights ranging from 118-196 in. (3.0-5.0 m), but what distinguishes it from other units on the market is its moving-mast reach function - a feature that allows it to operate as a traditional counterbalance unit as well as a reach truck, granting the benefits of two distinct models in one truck, without the disadvantages typically found in standard CB and Reach truck units.

The ECO-brand HESPT60 heavy-duty electric pallet truck with 6,000 lb. (2,700 kg) lifting capacity has a solid steel backrest for safety, stepless speed control and a maintenance-free 24-volt AC electrical system. The parallel-mounted drive motor is easy to maintain and service, and the EPS power steering system provides maneuverability, ease of use and operator comfort.

Over the last three years, Mobile has expanded its ECO-brand self-propelled Class 3 equipment in response to demand for economical and cost-effective alternatives to traditional original-equipment-manufacturer (OEM) product offerings. Phase one was completed in 2008, and phase two, implemented in 2010, incorporated technical adjustments, model nomenclature changes and improved aftermarket support logistics. Mobile Industries has 50 employees and a growing cadre of dealers throughout North America, Latin America, Europe and the Middle East and Asia Pacific regions.

Beginning in early 2011 in the United States, Mobile developed special warehousing, distribution and sales relationships with six select dealers in separate geographic regions. Each dealer allocates warehouse space to stocking Mobile products. Trans-shipping of the products occurs under Mobile's name and not the dealer's. In expanding its wholesale program, Mobile authorises a limited number of representatives in each dealership to carry a Mobile Industries business card and, on a sales commission basis, represent Mobile within the region. Having product immediately available helps the agents be aggressive in sales presentations.

Production of the Mobile-exclusive ECO line occurs at a manufacturing joint venture in Ningbo, China. With extensive help from the Canadian International Development Agency, Mobile established the government-registered manufacturing JV with Ningbo Ruyi Joint Stock Ltd in 1999, sending computer-aided-design drawings to assure integrity of the proprietary manufactured products.

Hellmann Worldwide Logistics GmbH & Co KG ships load containers from the plant in Ningbo to Mobile dealers globally. Mobile began working with Osnabrück, Germany-based Hellmann about 15 years ago.

Mobile is working on its brand identity and upgrading its website.

"Our efforts thus far have been creating the new logo and conducting marketing research," says Robert Uhrig, general manager of marketing and operations. "We are now preparing a campaign to introduce this new identity worldwide" through direct marketing to dealer and customer networks, advertising avenues and "pertinent placement on everything from products to printed and online marketing materials".

Mobile was established in 1959 and became the first Canadian manufacturer of pallet trucks and stackers in the country. Now, "we are one of the last major North American players" manufacturing those forms of materials handling equipment, the president says.

"Since a major competitor closed its Canadian manufacturing facility in November 2010, Mobile is the only stacker manufacturer in Canada and one of the few remaining stacker manufacturers in North America," he says. "The current economy has resulted in limited procurement budgets and innovative purchasing solutions. Forklifts have become a luxury item and stackers, which perform the same function at a fraction of the cost, are a viable alternative."