Toyota Material Handling Europe and Manitou relationship evolves
January 19th 2012 Toyota and Manitou have ended their exclusive French distribution agreement for Toyota branded products. Essentially this will allow Toyota to apply a pan-European model for branding and distribution and allow Manitou to expand its own brand products.
Both companies decided not to renew the exclusive distribution agreement for Toyota-branded Industrial Material-Handling in France as of January 1st, 2013.
Business will continue as usual until December 31, 2012 with no expected impact for both organisations, dealers or customers.
Both groups believe that the current business model is no longer adapted to further market development, and wish to enforce a clearer brand strategy that will be consistent across Europe.
At the same time, TMHE and Manitou intend to pursue their ongoing cooperation, while exploring new opportunities and preserving business continuity for their common dealers and end-customers on the French market.
Hakan Dahllöf, TMHE President, declared: “We’re very appreciative of what Manitou has built for the Toyota brand in France, but we now need to deploy our pan-european model for branding and distribution with one integrated organisation in charge for both Toyota and BT brands.
"I am convinced it will represent a great business platform for the French dealers who will naturally fit in. Even if our business arrangement with Manitou changes, we still very much value the relationship moving forward, and will continue to explore opportunities together.”
Jean-Christophe Giroux, Manitou President & CEO declared: “Toyota has helped us grow a unique expertise in Industrial Material-Handling, and recognise the value of that segment alongside Agriculture and Construction. We now wish to expand this model across other geographies, leveraging a single product range under our own Manitou brand, to be launched early February 2012 abroad, and progressively in 2013 in France.
"We believe our differentiated positioning from Toyota will not compromise our ability to remain a true partner to TMHE, which we will continue to support in many capacities.” More articles from Handling & Storage Solutions: | 
