12.07.2011

Manitou takes over Gehl in the UK

Manitou UK has now taken over full responsibility for the sales and marketing of the Gehl product range in the UK and Ireland.

Only a limited range of Gehl products have ever been sold in Europe, these include skid steer loaders, articulated loaders and tracked dumpers. Gehl Europe is now fully integrated into the Manitou group following its acquisition in 2008.

Manitou UK’s chief executive Ivor Binns said: “We have adopted a robust approach to create a new dealer distribution network in the UK and Ireland to maximise the sales potential of the Gehl product, which is well respected in the marketplace for its reliability and performance. We have got the best of both worlds as we have appointed existing Manitou dealers as Gehl dealers and retained the strongest Gehl dealers who have specialist knowledge of the Gehl machinery”
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A Gehl skid steer loader with sweeper

Vertikal Comment

The full integration of Gehl into Manitou in Europe makes complete sense and could help the brand grow in markets where Manitou is strong such as the UK. It might also help Manitou open up some general rental customers to Manitou telehandlers?

With ultra compact telehandlers now eating into the skid steer market and sharing attachments, having a skid steer product in its armoury will benefit Manitou dealers while a telehandler will boost the opportunities for many Gehl dealers.

The long term question will be whether it makes sense to eventually drop the Gehl brand in Europe in favour of Manitou, or at least offer the Gehl products under both brands in order to maximise the distribution opportunities?