19.06.2006

Aichi to expand overseas

Aichi the leading producer of aerial lifts in Japan is stepping up its sales efforts in Europe and the USA in order to boost its sales in these regions by almost 500 percent.

The company’s senior managers are quoted in the Japanese industrial press as saying that it will introduce several new model types designed for the American and European markets which will be highly price competitive with local offerings.

It is understood that this will include new scissor lift products that are better adapted to American and European requirements than the company’s current range and a line of articulated booms.
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Aichi booms currently arrive in Europe in blue primer

As part of its “mid term plan” which started off this year, it has opened a new sales office in the USA, See Aichi opens new USA office, and it is relocating its European manger, Yasua Saito, to its European base in Oosterhout, northeast of Breda in Holland. He currently lives in Japan.

The reports also state that Aichi, is aiming to reach or exceed sales of 28.5 billion yen ($250/€200/£135 million) by 2011, and that it will examine local production of its new models.

Requests to Aichi Japan for confirmation and further details on these reports has so far gone unanswered. Staff at Aichi Europe said that they were unaware of the reports and were not able to make any comment.

Vertikal Comment

Aichi probably builds the best 21 to 25 metre straight booms on the market, they are also the most expensiv. However with five year warranty and exceptionally low annual running costs, most buyers claim that over a three to five year period the Aichi units are cheaper.

This is also what the manufacturer claims of course.

The company has managed to quietly expand its market share in Europe to the point where it possibly outsells at least two of the top three manufacturers within the model ranges mentioned. Its distribution coverage is limited though.

Aichi’s challenge will be to marry this philosophy with the highly competitive prices that smaller scissors and booms go for. The top three producers are also unlikely to simply sit back and watch Aichi walk off with some of their market share.

With Toyota having now consolidated Aichi into its industrial products group and revamped its production facilities. Aichi could make a significant impact on the self propelled aerial lift market over the next three to four years. Much will depend on the enthusiasm and determination of its owners.