More is more
June 1st 2005

Nissan’s entry into the warehouse equipment market adds another dimension to its business – and it’s good news for the customer, says Brendon Sparks, director, Nissan Industrial Machinery Division. Brendan Coyne reports With a range of warehouse equipment now rolling out, Nissan aims to carve out a chunk of the 34% of the market the move opens up. Launching 17 products over the coming months, the company now offers a single point of contact for both counterbalance and warehouse equipment.

Granted the ‘one-stop-shop’ approach is already being taken by most of its main competitors.

But as a global top 100 brand,thanks to its automotive business, Nissan can also offer something most of the competition can’t: Counterbalance, warehouse and commercial fleet from a single source; a significant supply chain reduction for the customer.

According to Brendon Sparks (above left), it’s an advantage the company intends to expoit. Existing global manufacturing, distribution and sales channels also make expansion into the warehouse equipment market relatively straightforward, while the company’s collaboration with Renault should bring down the cost of both raw materials and components across the group.

But that chunk of the warehouse market is far from won: convincing customers to switch from existing suppliers in a market this competitive is tricky – particularly if they don’t fully understand the benefits on offer.

As Sparks says: “A buyer might be well equipped to negotiate – but does he really know enough about materials handling equipment to actually know what he gets for his money?” He therefore believes it will take perhaps three to five years to gain the kind of footprint Nissan wants: existing counterbalance customers will initially drive demand, taking more products from a company they are already happy doing business with; followed by a second growth spurt of new business as Nissan’s salesmen get their message across. Sparks, however, is keen to reassure existing counterbalance customers Nissan won’t be taking it’s eye off that particular ball, and that they won’t be taken for granted.

Value Up Although unit numbers depend to an extent on the strength of the economy, Sparks “A buyer may be equipped to negotiate – but does he know enough about materials handling to understand what he gets for his money?” believes the Nissan brand will help realise its ambitions. As a Group, the company has unveiled its ‘Value Up’ strategy – which basically means looking at every area of the business and working out how to give the customer more than they previously got: Squeezing value from the aforementioned global procurement, manufacturing and distribution synergies, down to the localised basics: “Even if it just boils down to getting to the guy quicker,” Sparks explains.

“So we really mean it when we talk about the importance of brand image and delivering what it stands for,” continues Sparks. “Not just as puff – the customer has to get what he thinks he’s getting – real value.” However, ‘Value Up’ doesn’t mean ‘prices down’. Like all of the major manufacturers, unit prices must remain in line with competing equivalents, the emphasis instead on productivity benefits and whole life cost savings. But cost reductions are available to those that choose to buy trucks, warehouse equipment and fleet from a single source – so for larger companies choosing to take this option there will clearly be economies of scale, and fewer parties taking a cut.

This should certainly attract interest from national and pan-European accounts, and may just have some of the competition worried.

With its new 1.4 to 2.0 tonne AC reach truck range, Nissan says the focus is on operator comfort for maximum productivity. The driver’s workplace has been designed especially to reduce unnecessary movement and strain.

Full servo fingertip controls have been employed for pinpoint lifting and stacking accuracy and are operated with a gentle rearward movement. The mini-steering wheel is also servo assisted and mounted on a ‘floating’ arm rest to ensure all hand movements are completely supported.

For the best view of the load at high lift heights, the seat’s built-in tilt function responds directly to pressure from the operator to an angle of 15°.

Acceleration of the new Nissan reach The reach truck truck range is 0-10km per hour in 2.5 seconds (which the company believes is the fastest in its class), but the new models are completely programmable according to operator competence and the type of load to be transported.

Access through a PIN code system enables a truck to be operated by up to 350 drivers. In addition to pre-setting the system according to each individual’s level of skill, the PIN can also be used to track utilisation, responsibility for damage and to allocate costs according to departmental use.

Energy saving AC technology gives the range a sustained operating cycle, with features such as regenerative braking used to replenish the battery.

Special frozen and refrigerated versions of the reach truck are also available.

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