09.04.2009

Haulotte to distribute Holland Lift

Holland Lift has confirmed that Haulotte will distribute its heavy duty scissor lifts in France, Italy and former Yugoslav states of Serbia, Croatia, Bosnia-Herzegovina, Montenegro, Slovenia and Kosovo.

Stefano Di Santo Haulotte’s area general manager for Southern Europe said: “The agreement we have reached is an extension of an existing, longer existing relationship, the choice we have made allows us to complete our scissor lift range, especially in the big scissor sector. Our customers are used to excellence and now all their expectations will be satisfied.”

Menno Koel, sales director of Holland Lift, added: “The choice of Haulotte as our dealer for Italy, France and former Yugoslavia countries is the natural completion of our commitment to total quality and the intention to stay as close as we can to our customers, profiting from the history and position of Haulotte in those specific markets.”

Vertikal Comment

The history of such agreements between two manufacturers is not good, the challenge is for staff at all levels to take the other manufacturers products as seriously as their own. What tends to happen is that if ‘the other manufacturers’ products are not sold it is seen as less serious than if the company’s own products are not being sold.

In other words if a Haulotte salesman sells dozens of Haulottes and no Holland Lifts in a month, that is one thing, while if he sells dozens of Holland Lifts and no Haulottes that is an entirely different thing. If Haulottes are not sold - colleagues loose their jobs, if Holland Lifts are not sold - well thats a shame. This is the essence of why such deals are hard to make work.

However in this case the two companies and the managers specifically responsible know each other well and have a good working relationship. The two are also going into the deal with eyes wide open. Given Haulottes strong position in all three markets, and Di Santo’s commitment to the deal, perhaps this could be a manufacturer –manufacturer deal that might just pan out?

Holland Lift has nothing to loose and everything to gain, while Haulotte could benefit from being associated with a premium niche product.