Innovate to progress
August 1st 2010

Anyone who says the past two years has been a walk in the park is kidding themselves but businesses should not be overwhelmed. Simon Brown, md of Bendi insists innovation remains key

To continuously look at ways to innovate is a lesson that Bendi, the pioneer of articulated forklift trucks, has taken to heart. This has stood the company in good stead two years after the economy went into freefall. Bendi believes it is versatility, coupled with innovation and a reputation for product reliability that has helped the business weather the economy better than others. But what has innovation looked like and how exactly has the company used it to stay ahead? Bendi trucks are now available in 14 different configurations.

With many of the developments in the product portfolio being heavily influenced by customer feedback and dialogue, Bendi has been able to respond to market need and changing circumstances more quickly.

In some cases that may be a price issue, but more often in technical innovation and specification.

Says md Simon Brown: "We've long made customer experience and feedback a key driver in our strategy for innovation and design and this has been no less important to us as a business during a period of economic uncertainty when many of our clients have been looking to drive extra value out of their business operations, either in terms of procurement or efficiencies trucks can deliver." "One of the major innovations of the past two years directly influenced by customers has been the enhancements made to our B420 range; the B420 AC and the B420HL AC. At the same time we've reintroduced lower spec products for customers who've experienced the most aggressive attacks on their budgets but who still need to maintain high levels of manoeuvrability and flexibility in the storage and handling of their material."

Bendi's new flagship With more than 20 customer-driven enhancements and an official launch in August, the B420 AC truck is set to become Bendi's new flagship. Designed to give optimal aisle performance and greater space-saving over conventional counterbalance and reach trucks, the Bendi B420 AC has been completely re-shaped to offer even greater performance and driver comfort.

"The push for ever greater height in articulated forklifts is ongoing and through reengineering we've been able to add 10% residual capacity to the B420 whilst providing simpler removal of the battery for double shift applications.Meanwhile, by replacing the separate drive and lift motors with a single more powerful motor, speed and energy efficiency have been increased by 20% whilst reducing operating noise significantly," adds Simon.

Maintenance downtime is invariably costly and this we've reduced by 60% making it easier to gain access to the truck's components.Meanwhile, a more appealing driver environment has been achieved with increased leg and headroom, in addition to a multi position adjustable steering column and armrest.

Having taken the original Bendi B420 model to new heights with the B420 AC, Simon is particularly enthusiastic with the results: "Our engineering know-how in tandem with input through client feedback has transformed this particular model and, as a result, we've also been able to incorporate those enhancements into our market leading B420 High Lift." From aisle performance and safety improvements to ergonomic design and superior engineering, the B420 HL AC multi-purpose articulated forklift truck has retained many of the original features preserving its status as one of the mainstays in the Bendi range. Yet Simon acknowledges that the past two years of pressure on many businesses has meant some clients simply haven't been able to afford to move up the range but still require demanding performance and features of their equipment.

"We have a broad range of customers spanning numerous industry sectors, some of which were hit harder than others and for that reason, whilst developing some parts of our range we've listened just as carefully to those who've called for a 'less frills' solution from Bendi," says Simon.

Classic solution The Classic Bendi B40 is one of the founding - and most enduring - brands in the Bendi range and whilst simpler in its features still offers unbeaten aisle performance at two thirds of the cost of any other articulated truck.

"At a time when budgets are stretched, this truck offers our customers classic Bendi ingenuity; enabling pallets to be stacked without any guidance system and quicker than any other type of forklift in this aisle width, at the best possible price," he says. "If it ain't bust, don't fix it! It is this approach that enabled us to drive out the cost of the machine." And the final evidence of ingenuity and innovation at the company is the shortly to be launched Mini Bendi pedestrian truck – which goes live in August. An industry first again, the Mini Bendi has been well received by the market with 100+ orders for the machine already placed.

What makes it unique is its ability to stack UK style perimeter based pallets in a 1650 aisle with a pedestrian operated truck, a reduction of 40-50% in aisle width for those applications where pedestrian operation is required.

With a 1250kg load capacity this nimble and intuitive truck is easy to manoeuvre and retains its ability, like all Bendis, to work outside on most surfaces.Watch this space...

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