Handling skills on show
April 1st 2007 Korean forklift manufacturer, Doosan, had more to celebrate than most at IMHX 2007, introducing not only a completely new look and brand identity, but a whole new range of models as well: the Pro-5 Series Doosan made the show a key part of its product introduction strategy, perhaps more so than any other forklift producer present, using it as a global jumping off point for the new orange corporate colours and styling, the Doosan brand name and its ambitious plans to break into the Top 5 list of global players. Formerly Daewoo, the company had traded under the Doosan Daewoo banner since being purchased for $1.7bn by the Doosan Group in May 2005. IMHX presented the first major opportunity for the new business to unveil the single Doosan name anywhere in the world. "We set a target of launching the new identity at IMHX 2007 almost immediately after we became part of the Doosan Group," said UK General Manager, Tim Waples. "The show therefore provided a good focal point for all our product and marketing teams." Having experienced year-onyear record growth for the past three years, and a doubling of sales in under five, the ambitious Koreans sealed their position as leading forklift providers with one of the most talked about stands at the show, and scooped the biggest celebrity endorsement to boot! England rugby legend, Matt Dawson MBE, was on hand to sign specially commissioned Doosan rugby balls and to help draw the crowds to the 11 key models on display, just a selection of the 99-strong range. Central to the company's ambitious new plans are the new high powered 1.5 to 16 tonnes diesel and gas powered engine ranges which carry operator friendly features such as auto-tilt levelling and rear grab bar horns; longer-lasting oil cooled disk brakes and deration-busting integral sideshift, all as standard. Under the hood there are GM, Hyundai, Cummins and Doosan's own engines, plus a host of new technical developments, impressive safety features and design rethinking. The result is improved performance with decreasing fuel consumption by up to a third and emissions which meet all the new relevant European standards. The new AC electric models too have been extended to cover a wider range, from 1.0 to 5.0 tonnes, and in a wider variety of voltage, capacity and wheelbase options. With safety now high on the forklift industry's agenda Doosan can point to its innovative Operator Sensing System, winner of this year's FLTA Award for Excellence, which covers a host of safety features, from Mast Lock – preventing mast operation without an operator being seated, to parking warnings and 'return to neutral' functions – all to prevent misoperation. If there was any doubt about the impact the 110 year old company wanted to make – taking one of the largest and most prominent stands on the show – it evaporated when visitors got the chance to see the hugely impressive D160-5, a 16 tonnes capacity giant with tilting cab, power-assisted control levers, air brakes and top of the range operator comfort. With interiors that bear more than a passing resemblance to Doosan's excavators and earth movers, the biggest machines are already causing a stir with new sales to Midland Forklifts and relocation firm Bishop's Move – sealed at the show. In fact, customers the likes of which any company would be tripping over themselves to deal with already count Doosan as their supplier, most notably British Airways World Cargo, Eddie Stobart and Allied Bakeries: Not just the competition then, that's sitting up and taking note. For more on Doosan, be sure to see our next issue, featuring an exclusive interview with new UK General Manager, Tim Waples. More articles from Doosan Infracore Co. Ltd: | 
