Compact powerhouse conquers the logistics floor

Not every innovation in the logistics sector revolves around large-scale automation or high-tech gadgets. Sometimes progress comes in the form of smart, robust solutions that are perfectly suited to the day-to-day operations of small and medium-sized companies. Bobcat Material Handling is responding to this with a range of new products that perfectly fit the needs of small and medium-sized businesses. How the brand continues to develop and respond to trends such as electrification and user-friendliness, explains Jan Droogendijk, Product Manager Material Handling at Bobcat EMEA.

What's the latest news at Bobcat Material Handling?

"We have recently launched several new products, including at the LogiMAT trade fair in Germany. In total, we have added ten new models to our range, significantly strengthening our position in the market. These include pallet trucks, stackers and electric forklifts, which respond to the growing demand for flexible, efficient material handling solutions. This expansion is part of our N Series: models that balance a competitive price with solid performance, including attention to safety, ergonomics and comfort. These trucks are primarily intended for customers who use them for a few hours per shift, not for intensive multiple shift applications. As a result, they perfectly fit the needs of a wide range of companies that seek cost-conscious but high-performance logistics support."

What type of customer are these new models intended for?

"Our target market consists mainly of small independents and small and medium-sized businesses. Large logistics players with huge warehouses are not part of our focus audience. Small and medium-sized companies usually do not need very elaborate trucks with every possible high-end option and custom functionality. For them, affordable, reliable trucks that are easy to operate and meet basic needs such as load movement and storage optimization without unnecessary complexity are essential. Our offering responds specifically to this, with an emphasis on user-friendliness, low maintenance costs and robustness."

What trends do you see within material handling?

"Electrification is a clear trend spreading throughout the industry. In the past, customers above five tons mainly used diesel or LPG trucks, but today you see heavy lift trucks being electrified as well, driven by stricter environmental regulations and the desire for more sustainable operations. We now offer electric forklifts up to ten tons. We also see the strong emergence of lithium-ion batteries alongside traditional lead-acid batteries. Lithium-ion offers advantages such as shorter charge times, longer life and less maintenance. Both technologies will likely continue to co-exist because different applications and budgets have different requirements. Bobcat will launch its own lithium batteries later this year, which will allow us to further address the growing demand for sustainable and efficient energy technology in material handling."

Will Bobcat also capitalize on automation and robotization?

"In the short term, no. Our customers are less in the large automated warehouses where full robotization is already commonplace. However, we do see applications emerging such as assistance systems: think of trucks that automatically limit their speed upon entering a zone or activate certain safety systems. Full automation is not the main priority for our customers for the time being, but we are obviously following developments closely. In the future, we may introduce systems that step by step increase productivity and safety without the need for full autonomy."

Has the acquisition of Bobcat by Doosan affected the organization?

"Actually not so much operationally. Doosan already owned Bobcat, now we just operate more under the strong Bobcat brand name, which gives our brand even broader recognition. In Europe - and certainly in the Netherlands - Bobcat is a bigger name than Doosan, mainly thanks to its success in compact construction equipment such as mini excavators and skid steer loaders. Thanks to this name change, we see that customers engage in conversation more easily and react more positively. The recognizable Bobcat branding with red rims is also well liked. We find that the image of reliability and robustness now automatically comes along with the perception of our material handling products."

Can you benefit from the synergy between material handling and construction equipment from Bobcat?

"Definitely. Although the integration is still relatively early, we are already learning from each other. For example, using the same locking mechanism for doors on telescopic handlers and forklifts, which provides uniformity and cost savings. Also, in the development of lithium batteries, we are looking at sharing components between electric mini-excavators and material handling products, which offers economies of scale. In addition, Bobcat's experience in tough working conditions provides valuable insights that we can apply to make our material handling products even more robust and durable."

How do your machines differ from those of competitors?

"We obviously follow the market developments of major players, but we don't copy them. Others, for example, focus more on large warehouses and automation projects. We deliberately focus on smaller and medium-sized companies, where reliability, service, ease of maintenance and value for money are essential. Technically, we make our trucks more robust than many Chinese competitors by using thicker steel structures, for example. This makes our trucks more resistant to intensive use in demanding environments. Thus we try to distinguish ourselves on quality and durability and not purely on price."

Finally, what can we expect soon?

"Soon we will add another new three-wheeled forklift to our range. Naturally equipped with the well-known Bobcat quality, compact maneuverability and recognizable appearance. This new addition will be especially attractive to customers who operate in narrow aisles and smaller warehouse spaces. Photos and additional information will follow soon, and we expect this to give another strong boost to our position within the light- to medium-duty internal logistics segment."