20.06.2018

Aichi to distribute Socage

Japanese aerial lift manufacturer Aichi is to distribute large Socage truck mounted platforms in Japan.

The agreement, signed by the two companies in late last month, and confirmed this week, will see the Japanese company import and sell Socage products in Japan, starting with three Socage TJJ double jib truck mounted models: the 39 metre 39TJJ, with a Gross Vehicle Weight of under 20 tonnes, the 47 metre 47TJJ on a 22 tonnes truck, and the 54 metre 54TJJ on a 25 tonne truck. The 54 is normally mounted on a 32 tonne, four axle chassis and the 47 on a three axle 26 tonne, so these target weights may be a challenge. Aichi says that the specifications are what it hopes to achieve and are therefore subject to change.
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The Socage 54TJJ on a four axle European chassis

As part of the partnership agreement Aichi will be the distributor for all Socage products, providing sales and support for the entire range.
Aichi already produces truck mounted lifts, with working heights of up to 29 metres, alongside its self-propelled boom and scissor lifts.

Vertikal Comment

This is an interesting move and will almost certainly be an educational one for both companies. Aichi will benefit from fast tracking a large truck mounted lift range at a time when demand for larger truck mounted lifts is growing in Japan. They are notoriously slow at new product development. However, it will certainly face the issue that most Japanese-European partnerships have to tackle, that of totally different mind sets and quality standards. Japanese and European ideas of what constitutes quality and reliability are still quite different, with the possible exception of the car and truck market.

The partnership, if it goes well, will also be of tremendous benefit to Socage, not just in terms of sales volumes, assuming that the Japanese manufacturer shares its processes and design principles with its Italian partner, as they jointly develop Japanese versions of Socage’s innovative machines.

As to other products, Socage’s tracked spider lifts could also find favour, although demand for this type of product has yet to really take off in Japan. Which is surprising, given that it has all the design and use ingredients that the local market appreciates.

This will be a very interesting one to watch.