For almost 10 years, Crown has been represented in the UAE through its authorised distributor, the Dubai- based Genavco.

“We have developed a strong relationship with our Middle East partner,” says Martin Hainge, director marketing and distributor operations (EMEA).
The company is looking forward to further enhance its regional presence with plans to introduce new products that will offer potential customers further reasons to choose Crown, says Hainge.
Crown has had a regional manager in Dubai since the mid-90s to further develop the Middle East markets and provide strong support for its authorised distributors and their customers, he says.
The company’s commitment to excellence can be measured from the fact that it secured a top position in this year’s Ranking: Design awards in the ‘Transportation and Special Use Vehicle Category’. The company was ranking third with Porsche, surpassing companies known for their strength in design such as Audi, Daimler Chrysler and Jaguar.
“Crown’s success in ‘Ranking: Design’ testifies the precision of Crown’s design strategy. The design of each Crown product begins where it also ends – in the minds and hands of our customers. The method of design is a Crown distinction,” says Mike Gallagher, Crown vice president - Design Center.
All Crown trucks are designed around the operator. Before a new truck is designed a project team is set up to research user and customer needs. Even in the early 1960s when Crown was a newcomer to the market, it was able to distinguish itself from other manufacturers by offering trucks with clearly ergonomic design and easy to operate controls.
Since 1993, 12 European products have been developed and met with great success in the marketplace. They have each also been awarded European and American design prizes. In 2001, for example, the ESR 4000 reach truck received the iF (Industry Forum) award for design and the ‘red dot’ for outstanding design quality – both key industrial design awards. This year Crown’s X10TM handle has been awarded the iF Design Award 2004.
Producing electric-powered forklift trucks in New Bremen, Ohio, since the 1950s, Crown has grown to become a world leader in its segment and the company has reported a worldwide turnover of $990 million (2002/03).
With 63 subsidiaries and branches, in addition to 10 global production sites and a vast dealer network covering Africa, Europe and the Middle East, Crown has also invested heavily in Europe where it currently employs 1,000 people out of a total workforce of 6,500.
Crown – the number one brand of electric lift trucks in the US and the fifth largest manufacturer in the world – has a product line that includes manually-propelled pallet trucks, powered pallet trucks and stackers, sit-down and stand-up counterbalanced trucks, narrow-aisle reach trucks, very narrow-aisle turret trucks, order picking equipment and forklift trucks.
Its main world markets are North America (25 Crown branches and 90 independent distributors) and South America. Crown also operates branches in the UK, Germany, Belgium and Holland, which are supported by over 40 distributors spread over the rest of Europe, Africa, the Middle East and India. The Far East, Australia and New Zealand are represented by Crown’s direct and indirect sales channels.
Realising that success in Europe depended on its ability to introduce products that satisfied that market’s requirements, the company established its European headquarters in Germany in 1987, to coordinate the activities of all of its 13 European branches.
Crown trucks are produced in the two ISO 9001:2000-certified European production centres at Roding in Germany and at Galway in Ireland. Interchangeable spare parts, intermediate products, assemblies and components are also manufactured within these two production facilities, with 60 per cent of the Roding production currently exported. Last year, the company expanded its manufacturing facility in Germany.
Crown’s European design and construction team is based in Munich, Germany. Several teams of engineers – working in conjunction with the US and Australia on global products – undertake new product design, the development of state-of-the-art truck systems, as well as product improvements and the customisation of products to meet specific user requirements.
Crown’s markets in Europe, the Middle East and Africa, have shown a five per cent growth in sales volume for 2003 over the previous year. Particularly successful markets in the Middle East were Saudi Arabia and Kuwait where record sales were achieved. This was aided by the launch of the new three-wheel SC 3200 counterbalanced truck, which offers more ergonomic comfort for the driver combined with better all-round visibility than other manufacturer’s trucks, according to Hainge.
Says the spokesman: “The SC3200 has a host of features that include: enhanced fork and pallet visibility, pure operator efficiency, clear all-round view, and maximum stability.
“Apart from its visual appeal, the new SC 3200 series proves its value with award-winning ergonomic features and sophisticated technology. The truck allows for manoeuvring in tight spaces, block stacking, positioning heavy loads at height and crossing rough surfaces, all the models of the new SC 3200 series are built to handle both routine and demanding tasks with equal speed and reliability.

Operator efficiency
“Crown designers and engineers focused on optimal positioning and ergonomic features of the controls. Everyday, a driver continuously leaves his truck only to get back on minutes later. To make this as easy and comfortable as possible, the new Crown three-wheel counterbalanced series features a low step height of 375 mm, sculpted cowling, an infinitely adjustable steering column and the widest step in its class. Overall, the cab is designed for superior entry/exit on either side.
“The average SC 3200 series operator can see up to 17 per cent more fork area than on competitors’ trucks. This is achieved through the cab-forward design, a low-profile cowling and an ergonomically formed steering column. Enhanced visibility improves the operator’s accuracy in placing forks into pallets without having to lean forward. At the same time, better side visibility improves the operator’s ability to turn in tight corners, and reduces the potential for product or rack damage and accidents. A compact mast design, consisting of lift cylinders nested behind rails and efficient hydraulic hose routing, give the operator a clear forward line of sight without having to lean to the side.
“A patented overhead guard “waterfall” design also improves upward visibility, which is an advantage when placing loads at height.

Stability
“A wide range of exclusive design features of the SC 3200 Series contribute to its exceptional stability at any height. A low centre of gravity and dual steer wheels provide a solid truck frame. The heavy-duty I-beams and tie bars, combined with angled mast rollers, considerably reduce mast deflection making the truck extremely durable. The compact mast design minimises the lost load centre, the load remains close to the truck, which improves forward stability.”
Last year Crown also launched the pedestrian powered pallet truck series WP 2300 and pedestrian powered stacker series WE/WS 2300 - both also available with a fold down platform model.
“We operate a policy of continuous new product development and will be launching several new products this year,” says Hainge.
Crown Equipment Corporation is a global company, based in the US and manufactures in six US locations and in Australia, Mexico, Ireland and Germany.
With a company policy that favours European product design and a high standard of vertical integration, Crown is ideally placed for future market growth, he concludes.