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Mitsubishi Forklifts takes new route to market

23 August 2013

Mitsubishi Forklift Trucks has transferred the role of distributing forklifts in the UK from a manufacturer-owned office to an independent company called Red Diamond Distribution.

The new distribution strategy is designed to establish closer links with the market and create a more responsive approach. Mitsubishi says continuity of supply and service will be ensured as all the staff employed within the UK office will remain in post. 

Mike Jones, Managing Director of the new company said: "We already have one of the UK’s strongest and most successful dealer networks – as evidenced by the fact that last year, in a very tough market, we sold a record number of units. 

"We see an opportunity to build on that success with the creation of a UK-specific distribution centre which will operate free of corporate constraints. One tangible example of the new structure will be our ability to maintain a stock pool of the most popular models – helping our dealers where delivery deadlines are very tight.”

Ensuring a seamless transition has been a key driver is the whole process and in addition to retaining all staff, the new company will occupy the same premises in Aldridge.

"This keeps us at the heart of the country, accessible to our dealers and close to the motorway network. With 35 years’ history here in the UK, Mitsubishi is one of the best known and best loved forklift truck brands. The new distribution hub is a logical and decisive step in delivering world leading technology and genuinely local support to our customers,” concludes Jones.