Of the several hundred colourful exhibits at this month's Manutention show in Paris, Linde, the world's biggest forklift producer, was not represented.

Christian Sauzin, marketing manager for Fenwick Linde in France, told Forkliftaction.com News the company could not justify the expense.

"We were (there) in 1997 and 2001," he said, but Linde's decision was based on "profitability" and "cost per contact".

"We have a global awareness of 98 percent, so there is no need for additional visibility. Our sales organisation is the biggest in the field, with more than 2000 people," Mr Sauzin said.

Linde visited 20 locations across France during a roadshow organised to launch its H20/25 forklift at the end of 2002.

"We received close to 3000 customers in our branches and dealerships (from the roadshow). It is more, in terms of quality and quantity, than we can expect of a fair in Paris, with far better 'cost per contact'," Mr Sauzin said.

He said Fenwick Linde would probably exhibit at the 2006 show.