Yale Materials Handling has changed its brand name to Yale Lift Truck Technologies. The rebranding reflects the company’s emphasis on technology-enabled lift trucks for warehouse and intralogistics operations, delivered through a strong network of independent dealers.
The rebrand highlights how Yale is responding to ever changing market conditions and demands; whilst emphasising its strengths in providing solutions for customers’ needs.
“The intralogistics landscape is in a state of growth and innovation, particularly across Europe, Middle East and Africa,” said Stewart Murdoch, Senior Vice President, Managing Director – EMEA, Hyster-Yale Group. “As supply-chains evolve ever faster, Yale is also evolving to support customers and provide bespoke solutions to meet their challenges.”
The new brand name is founded on a smart design philosophy and technology integration. This builds on Yale’s 100-year-long heritage of designing and manufacturing reliable lift truck technologies which keep evolving to meet the challenges facing today’s industries.
As part of the rebrand, there is a new logo and visual identity for Yale Lift Truck Technologies. The new logo is representative of the Yale ’Y’, the ‘boxes’ it moves for customers, and ‘arrows’ to indicate its desire to help customers with upward growth and increased productivity while pushing down costs.
Yale has an established record of technology-driven lift truck solutions. This includes a full line of lift trucks and warehouse trucks, robotic lift trucks, various power options for electrification, next-generation operator assist technology and customer-specific solutions. All products are distributed to clients through its dealer partners.