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Dear reader,
This is issue #306 - 19 April 2007 of the weekly newsletter for industry professionals.
“Swedish researcher was one of the best.”


Masterlift launches radical marketing plan
United Rentals explores alternatives, including company sale
“Dr Spine of the world” remembered
Yale silent on forecast
Cascade introduces largest roll clamp
Macneill ties up with unnamed partner
Rocla wins contract and updates forklift fleet
Konecranes bags Spanish order
JCB’s black swan returns
Sample of used equipment for sale

Terminal set to shine
Chemical checklist makes best of the worst

Matex 2007 is just over a month away !!!!!
Puerto Lirquén has a new fleet

For Sale: Crown Forklift Parts
Looking to expand your existing business or customer base?
Respected European forklift manufacturer seeks dealers in Italy
Respected European manufacturer seeks dealers in SE Asia and Australasia

Mark Roessler

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Masterlift launches radical marketing plan

Masterlift Truck Service Inc is receiving industry and major electronic and print media attention for a provocative forklift marketing campaign.

Masterlift president Gary Wilson said the company wanted to “evoke positive emotions” and be original in its marketing concept. In early January, three key Masterlift employees and a representative from Toronto agency Effective Media Solutions Inc met weekly to set basic criteria for the marketing campaign. “The four of us locked ourselves in a hotel meeting room” for two to three hours, Wilson said.

Reaching forklift operators and buyers was the objective.

“Operators have more influence, power and leverage than years ago,” Wilson said. “We are targeting operators with the concept of a cool, fun truck in a hot red colour with graphic lightning bolts and flames, special pedals and lever handles as standard features in the new Masterlift-brand forklifts.”

The organisers adopted an edgy theme and used “pimp” as a contemporary term. One result is the website, which features young women draped over a Masterlift forklift and a competition. It can lead viewers back to Masterlift’s website.

Masterlift placed an initial newspaper advertisement across one third of a sports-section page in the April 11 issue of the Toronto Sun. Market and media responses were quick.

Wilson said Masterlift sold nine forklifts over six days because of the campaign.

Reporters from newspapers, radio stations and a television station have conducted interviews. “The website hits are unbelievable” in volume, he said.

“We will continue advertising in the Sun and on billboards, and introduce some other surprises,” Wilson said.

Wilson would not disclose the program’s budget, but said Masterlift “stopped spending C$40,000 (US$34,000) on Yellow Pages” advertising and reallocated the funds to the campaign.

In December 2006, Masterlift became the first Canadian dealer of Tusk Lift Trucks, of Covington, Georgia, USA, to have products in all classes. In addition, Masterlift has contracted with an unidentified manufacturer in Asia to produce Masterlift-branded forklifts in classes 1, 3 and 5. The supplier is “large” and “creditable”, Wilson said.

From 2001 through to November 2006, Masterlift represented the Mitsubishi brand. The dealership began evaluating a major change in June 2006. Last November, “our employees decided to dissolve the relationship with Mitsubishi”, Wilson said.

Masterlift employs 59 people and occupies 41,000 square feet (3,690 square metres). The firm had sales of CND13 million (USD11.8 million) for the fiscal year ended May 31, 2006, and CND13.5 million (USD10.7 million) in the previous fiscal year. “The economy went soft”, resulting in lower sales, Wilson said.

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United Rentals explores alternatives, including company sale
GREENWICH, CT, United States

The board of directors of United Rentals Inc has authorised the start of a process to explore “strategic alternatives” to maximise shareholder value, including a possible sale of the company.

UBS Investment Bank and Credit Suisse have been retained as financial advisers.

United Rentals said in a statement it would not disclose further developments until the board had completed its evaluation or approved a specific transaction.

United Rentals claims to be the world’s largest equipment rental company. It has an integrated network of almost 700 rental locations in 48 US states, 10 Canadian provinces and in Mexico. Its 12,000 employees serve construction and industrial customers, utilities, municipalities, homeowners and others.

Charles K Wessendorf, United Rentals’ vice president for investor relations, said almost 20 per cent of the company’s rental fleet by value consisted of forklifts and materials handling equipment. The total value of United Rentals’ fleet is USD3.9 billion.

Aerial work platforms are the biggest equipment category in the fleet.

Wessendorf said there were plans to grow the forklift rental fleet “consistent with the growth rental capital” in its outlook.

“The total growth rental capital for our rental fleet in 2007 is about USD125 million,” he said.

Company CEO Wayland R Hicks, 64, will retire at the annual shareholders’ meeting in June but will continue as board vice-chairman. Michael J Kneeland, United Rentals’ executive vice president and chief operating officer, succeeds him.

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“Dr Spine of the world” remembered
AMBERG, Germany

Forklift seat manufacturer Grammer AG has lamented the death of a Swedish professor it called “probably the most famous and successful spine researcher of all time”.

In a media statement, Grammer said the death of Professor Alf Nachemson, on December 4, 2006, at the age of 75, meant the international spinal research industry had lost one of its most prominent researchers.

Grammer spokesperson Sandra Mohr said the German seat manufacturer and “the whole world of biomechanics and ergonomists” held Nachemson and his research in high regard.

Nachemson had advocated interdisciplinary research to prevent back pain and facilitate treatment.

Mohr said Nachemson worked with psychologists, biologists, engineers and orthopaedic surgeons in the 1960s on back pain prevention. Interdisciplinary research was considered revolutionary at that time.

In September 2005, Nachemson presented the inaugural address at the 2nd ergonomics congress in Amberg. Grammer AG and ergonomic chair systems manufacturer SATO Office GmbH sponsored the congress to foster an ergonomic approach to designing seats that could prevent back pain.

Nachemson, nicknamed “Dr Spine of the world” by colleagues and students, was appointed professor and chairman of orthopaedic surgery at Göteborg University and Sahlgrenska Hospital in 1971. He served in that capacity until his retirement in 1996.

He is survived by his wife, Ann, and his children, Louise, Mikael, Lotta and Sophie.

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For Sale: Crown Forklift Parts

We have a list of Crown parts for sale at a very attractive price. All parts are new original OEM and ready for shipping.

Please send your inquiry to the attention of Boyd Harvey at  A list of parts and pricing will be emailed to you.

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Yale silent on forecast
FLEET, United Kingdom

Yale Europe Materials Handling is keeping mum on why it anticipates increased demand for Yale forklifts this year but said several new forklift lines would be introduced in 2007.

Yale Europe had said in a press release that it was forecasting a “significant increase” in demand for its forklifts in Europe ( News #305).

Asked why by News, Colleen Cullen, Yale Europe’s marketing communications executive, referred to the company’s growth strategy:
“We have invested significantly in new product developments and several new lines will be unveiled during 2007.”

She also listed “improved aftermarket support” and “further development of the company’s national and global accounts operation” as the company’s growth strategy.

Commenting on recent growth, Cullen said it was driven by the manufacturer’s ability to supply a full range of counterbalanced and warehouse forklifts.

“Forklift specifiers across Europe seek to deal with a single supplier of all their materials handling needs and Yale is well placed to meet their requirements.”

There were 101 Yale dealers in 44 countries in Europe, the Middle East and Africa, Cullen said.

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Cascade introduces largest roll clamp
PORTLAND, OR, United States

Cascade Corp has added to its G-Series rotators and introduced the largest capacity roll clamp it has ever marketed.

The 80G and 100G rotators have 8,000lb and 10,000lb (3,628.7kg and 4,535.9kg) capacities respectively.

Cascade Corp corporate communications manager Madalyn Piar-Katter said: “We redesigned our rotator line to include a visibility window. It helps the forklift driver work more efficiently and with less damage [because the driver can] see the load when moving.”

Cascade has also introduced 120H pivot arm roll clamps for lifting heavy loads. The 120H replaces the 195F model that represented the imperial measurement of 19,500lb (8,845.1kg) capacity. The 120H has a 12 ton metric rating capacity.

Cascade Europe, based in Almere, the Netherlands, has introduced G-series multiple load handlers. The new design has an all-steel frame and can accommodate different pallet sizes.

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Macneill ties up with unnamed partner

Indian forklift manufacturer Macneill Engineering Ltd has entered into a technical collaboration with a south east Asian forklift manufacturer.

The Hindu Business Line reported that Macneill and its partner would introduce 2.5 to three ton diesel forklifts to the Indian market.

Macneill CEO Pradip Churiwal told the Business Line he couldn’t name his technical partner “at the moment” because of “commercial confidentiality”.

He said the new range of forklifts would be economical and supported by one year after-sales warranties and nationwide service.

The Business Line said Macneill’s forklift production for March of 41 units was record breaking. Previously, the Calcutta-based manufacturer produced 23 forklifts a month.

Macneill is also a Linde forklift distributor in India ( News #207).

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Looking to expand your existing business or customer base?

Barrett Industrial Trucks, a leading manufacturer of electric warehouse forklifts in Marengo, Illinois, is currently taking applications from qualified businesses that wish to represent our product line. Since 1914, Barrett Industrial Trucks has been providing a quality and innovative product to our Industry, and we are looking to grow our distribution network.

Warehousing is a rapidly growing sector of the material handling industry. This may be just the opportunity for your Company.

If you are interested in becoming the next Distributor of Barrett Industrial products, please call (815) 568-4460 or e-mail Mark Manninen.

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Rocla wins contract and updates forklift fleet

Rocla Oyj has been awarded one of its biggest forklift service and maintenance contracts by a Finnish logistics service company.

Transpoint Oy Ab has agreed to replace its forklifts over the next three years with Rocla rental forklifts. Rocla will supply Rocla warehouse trucks and Cat counterbalanced trucks.

Transpoint managing director Markku Henttinen said when choosing the forklift supplier, the company considered a supplier’s willingness to deliver service and high-quality equipment that catered to Transpoint’s needs.

The contract was worth “several million euros”, a Rocla statement said.

Rocla says it will update several Rocla forklift models with AC technology. The first AC-updated model is the Rocla T20ac, a stand-on pallet truck with 2,000kg capacity.

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Konecranes bags Spanish order

Konecranes has received EUR15 million (USD20.36 million) of rubber-tyred-gantry (RTG) crane orders from two Spanish customers.

Grupo Boluda Corporacion Maritima, a new customer, ordered eight RTGs. Dragados SPL, a repeat customer, ordered six RTGs for Maritima Valenciana in the Port of Valencia.

The cranes will be delivered by January 2008.

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JCB’s black swan returns
ROCESTER, United Kingdom

JCB’s Australian black swan has been found, after being missing for more than a week.

JCB issued a statement last week saying the swan had been found seven miles (11.26km) from its home on April 5, after News published a story about it ( News #304).

The female swan and her mate had strayed from an ornamental lake at JCB’s Rocester headquarters on March 27. The male was found near Tutbury that evening. An extensive search was conducted for the female.

Passer-by John Hawkins, of Weston Coyney, Stoke-on-Trent, spotted the female in Doveridge, Derbyshire, when he was with colleagues from the Thorley Angling Society.

He said the swan was grazing with four geese next to a river.

JCB operations security manager Steve Blyth thanked Hawkins for finding the swan and the media for publishing the story.

Hawkins said: “I’d been keeping an eye out for her after I heard she was missing. When I spotted the black swan in the field, everything seemed to fit. I’m really glad I could help.”

The swans had been living on the lake for 18 years, JCB spokesperson David Walsh said. JCB owns 36 swans that live on lakes at JCB’s factories and estates in the UK.

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Search 2616 listings in the MarketplaceSample of used equipment for sale:

Toyota 2 PM 18 2001 Germany EUR 950 Details
Still RX 50-15 5054 2003 Germany EUR 8900 Details
Taylor TEC 155H 1993 United States USD 112000 Details
Gradall 534D10-45 2000 United States USD 39500 Details
Gradall 534D9-45 2002 United States USD 48500 Details
Nissan WGF03A40V 1999 United States USD 11500 Details
Terex 636 1998 United States USD 25500 Details
Still R 70-16 7031 1991 Germany EUR 3500 Details
Jungheinrich EJC 12,5 G115-300T 1986 Germany EUR 1750 Details
Steinbock PE 25 AC MK II A-1 2001 Germany EUR 5800 Details
JCB 506C 1999 United States USD 27500 Details
Taylor THD-250-S 1999 United States USD 68500 Details
CVS-Ferrari F178H 1996 Germany EUR 145000 Details
Linde H 70 D-02 353 2000 Germany EUR 27500 Details

and thousands more...
Click here to include your used forklifts, stackers, telehandlers, container handlers, attachments etc.

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Respected European forklift manufacturer seeks dealers in Italy

Major European brand seeks Industrial forklift dealer representation for unique product. This product range is well positioned alongside conventional forklifts because it adds to a dealer's coverage of the marketplace without competing head-on directly with any current forklift type or brand.

This machine was designed and manufactured in Europe and the manufacturer has strategically established its brand in Europe and North America. Now the time is right to open out more into Italy and interest is sought from successful forklift equipment dealers who want to broaden their scope with this unique forklift.
The product is available in Diesel and LPG and is primarily aimed at exterior yard applications.

For more information, email with your query and contact details.

The manufacturer will contact you in a timely manner.

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Terminal set to shine
ADELAIDE, South Australia, Australia

Four new-generation Noell straddle carriers, worth $4.8 million, will be delivered to the Port of Adelaide in 2007-08.

It is part of terminal operator DP World Adelaide’s plan to make the port Australia’s “port of choice”.

DP World Adelaide, whose parent company operates 42 terminals in 22 countries, plans to spend $35 million over five years on terminal expansion and equipment.

The largest container ship ever to enter the Port of Adelaide as part of a regular service, the MV ANL Warringa, arrived last month after Flinders Ports and the South Australian Government spent $45 million deepening South Australia’s main shipping channel by two metres.
The deepening removes the port’s reliance on tidal movements.

Flinders Ports operates South Australia’s seven ports. Chief executive officer Vincent Tremaine, in a statement after the ANL Warringa’s arrival, said: “For many years, South Australia has been the poor cousin to mainstream shipping trade routes – not any more.”

It was a sentiment echoed yesterday as DP World Adelaide’s general manager Andrew Towers addressed a lunch hosted by the International Cargo Handling Co-ordination Association Australia.

“We want Adelaide to be ‘the port of choice’ for our customers, because they do have a choice,” Towers said.

“Adelaide’s container terminal has six weekly liner services and a fortnightly service as well. They connect South Australian shippers to major markets and offer quick transit times.”

DP World and Flinders Ports will extend the berth to 650 metres so two Panamax Class 290m vessels can be worked simultaneously.

Paving in the terminal will be upgraded to withstand 100 tonne axle ratings and two Post Panamax container cranes, costing $22 million, will be commissioned in 2009.

DP World has a worldwide throughput of 42 million TEUs (20 foot equivalent units), which is forecast to rise to 48 million TEUs during 2007 and 84 million by 2017.

Twenty years ago, Adelaide received its first container vessel which had a capacity of 424 TEUs.

By contrast, ANL Warringa, which has begun regular servicing of ports between South-East Asia and Australia, has a capacity of 4,250 TEUs.

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Chemical checklist makes best of the worst
CANBERRA, ACT,, Australia

The Australian Safety & Compensation Council has upgraded the hazardous substances information system portal on its website.

The upgrade, with improved search facilities, is intended to improve access for information seekers.

It includes access to files on all hazardous substances and improved searching for chemical names containing prefixes.

The database draws on information from Approved Criteria for Classifying Hazardous Substances 3rd Edition and National Exposure Standards.

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Respected European manufacturer seeks dealers in SE Asia and Australasia

Major European brand seeks Industrial forklift dealer representation for unique product. This product range is well positioned alongside conventional forklifts because it adds to a dealer's coverage of the marketplace without competing head-on directly with any current forklift type or brand.

This machine was designed and manufactured in Europe and the manufacturer has strategically established its brand in Europe and North America before broadening coverage. Now the time is right to open out into South East Asia and the Pacific Region and interest is sought from successful forklift equipment dealers who want to broaden their scope with this unique forklift.
The product is available in Diesel and LPG and is primarily aimed at exterior yard applications.

For more information, email with your query and contact details.

The manufacturer will contact you in a timely manner.

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Courses for smooth operators
DARWIN, Northern Territory, Australia

Accredited workplace trainer Accrete has added forklift operating and safety leadership courses to its subject offerings.

The forklift course results in a nationally recognised statement of attainment. The safety leadership course is a two-day workshop for managers, supervisors and team leaders.


Awards heed the call
MELBOURNE, Victoria, Australia

Do you know someone who  excels in workplace health and safety?

Time is running out to nominate them for WorkSafe Victoria’s annual Worksafe Awards.

Entries, which close on May 11, can be made on or phone 1800 136 089.

New home port for Norman
North Queensland, Australia

Ports Corporation of Queensland has appointed a new commercial manager, Martin Norman, to oversee its northern ports.

His background includes five years with the Townsville Port Authority and three years as CEO of the Port of Portland, Victoria.

Norman will assume charge of the ports of Lucinda, Mourilyan, Cape Flattery, Quintell Beach, Thursday Island and Karumba.

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Matex 2007 is just over a month away !!!!!

It is just over a month before the doors open on the Matex 2007 Warehousing Materials Handling Exhibition in Melbourne where some of Australia’s leading Materials Handling Companies will be displaying their latest developments in warehouse technology.  Read more about a few product systems that will be on display this year.......

Click here for the full text of this release, including pictures.

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Puerto Lirquén has a new fleet

Puerto Lirquén, Chile, S.A. April 16, 2007 – The Port of Lirquén, dedicated to continuous investments to improve their equipment and infrastructure and better serve their customers, led them to purchase the fleet of Hyster Fork Lift Trucks, equipped with Cascade Corporation Pulp Bale attachments.

Click here for the full text of this release, including pictures.

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Mark Roessler
SUMMERVILLE, SC, United States

Mark Roessler was visiting relatives in Europe in 1977 when he secured an interview with then Linde AG director of corporate marketing Dr Volker Metzler. Thirty years later, Roessler is now Linde Material Handling North America Corp's general product manager, marketing the brand in North America.

Click here for the full Industry Profile feature, including pictures.

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3 of 2,616 listings
Hyster - H2.50DX - 2000
Rocklea, Queensland, Australia
Gradall - G6-42P - 2001
Levittown , Pennsylvania, United States

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Tip off

Do you know something our readers should know? Write to or provide information anonymously here.

In the Discussion Forums

Help this guy out!
"Does anyone have information on any premature cell failures on the General HUP battery? Are the batteries holding up?"
don_c, United States

Hyster H360 transmission code
"I'm getting a code 33, RAM failure in the transmission ECM. The ECM works properly when installed in another lift. Anybody know the set critera for the code? We have a factory manual but it doesn't have any information other than the code definition."
jeff_HMI, United States

Forklift security problems
"I have a big problem with my truck-mounted forklift. As you probably know the forklift is placed at the rear of the truck, which heavily compromises the drivability of my truck. It is also very tricky to mount and disassemble."
crazy_s, Austria

Looking for forklift trailer.
"We are in the market for a new forklift trailer. Looking for information on manufacturers in the U.S. "
Riff, United States

Discussion Forums

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Upcoming Events

1. Forklift Safety Seminars - NSW Australia - No Charge
Various venues in NSW, Australia
May to September 2007

2. CeMAT 2008
Hannover, Germany
May 27 to May 31, 2008

3. CONEXPO Asia 2007
Guangzhou, China
4th to 7th December 2007

4. CeMAT India
Bangalore, India
27th to 30th November 2007


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1. President/General Manager - Full time
United States, Central FLORIDA

2. Forklift Field Technicians - Full time
United States, Southeastern PA, Southern NJ, DE

3. Sales - Major Account Manager - Full time
United States, Louisville, KY

4. Forklift Maintenance Technician - Full time
United States, West Chester, OH

5. Equipment Sales Rep - Full time
United States, Lexington, KY

6. Customer Support Representative - Full time
United States, Carol Stream

7. Business Development/Sales Manager - Full time
Australia, Adelaide

8. Branch Manager - Full time
United States, Beautiful Charleston, SC

9. Customer Service Sales Rep - Full time
United States, South Eastern Wisconsin

10. New Equipment Sales Coordinator - Full time
United States, Tampa, FL

11. Product Support Rep - Sales - Full time
United States, Jacksonville, FL

12. Field Service Engineer - Full time
United Kingdom, Aldridge West Midlands

13. Parts Manager - Full time
United States, Oklahoma city

14. Resident Service Technician - Full time
United States, Enid, Oklahoma

15. Resident Service Tech - Full time
United States, South East Oklahoma

16. Product Service Specialist - Full time
Uruguay , Marengo


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1. Electrical Mechanic - Full time
Naples, Fort Mayers, Sarasota, United States


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Fast Facts

1. JLG Industries Inc has appointed East Tennessee Rent-Alls Inc as a dealer for SkyTrak telehandlers.

2. Matex 2007 is just over a month away !!!!!

3. Puerto Lirquén has a new fleet


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Editorial Calendar 2007

Review of 2006
US forklift market
Turret trucks and order pickers
Forklifts and global warming
Fleet management systems
The global attachments market
Forklifts in harsh applications
Materials handling in Eastern Europe
Engines and drive trains
Forklifts in cold rooms
China’s forklift market
End of Year review


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