‘We want to be the best total solution provider in intralogistics’

Johan van Klinken has been at the helm of Motrac Netherlands since September 1. The new managing director brings with him a wealth of international experience from the world of machine rental and logistics services. His mission: to further grow Motrac into the most customer-focused and innovative player in the rapidly changing intralogistics market.

“For the past ten years, I worked in the aerial work platform sector at Riwal,” says Van Klinken. “I started out as the manager for the Netherlands and Belgium, later for eight European countries, and eventually became commercial director for the group. When Riwal was taken over by Boels, I set up the international business there.”

Although he was enjoying himself, a new challenge beckoned. “Motrac approached me and, to be honest, it got my blood pumping again. Much of my experience in the rental market is also applicable here: you work with mechanics, a broad customer base, and a strong service organization. The transition quickly felt like coming home.”

‘Always 100% focus on the customer’

Van Klinken brings a strong customer focus with him from the rental market. “In the rental business, you don't have long-term contracts. You have to fight for every project. If you don't stay on top of the customer, you lose them. That taught me how important speed, communication, and complaint management are. I want to reinforce that mentality at Motrac as well.”

That is why Motrac is now focusing strongly on customer feedback. “We have conducted an initial customer survey, and there will be more to come. We want to understand exactly what the customer wants, so that we can tailor our organization accordingly. My thinking always starts with the customer.”

Total solutions and technology

Motrac, best known for the German brand Linde, is increasingly positioning itself as a provider of total solutions rather than just forklift trucks. “Customers don't just want a machine, they want maximum productivity,” says Van Klinken. “They ask for solutions related to performance, energy management, safety, and fleet optimization. We have to ensure that they get maximum returns with minimum effort.”

Digitization plays a key role in this. “I always say: digital first. Anything that can be done digitally should be done digitally. Digitization makes processes more efficient and gives customers more insight into their fleet.”

Van Klinken also sees a clear shift towards automation. “Intralogistics is increasingly becoming a technology-driven world. At Motrac, the automation of warehousing is moving towards consultancy: we work with project teams, solution designers, and strong customer relationships. That requires a different mindset.”

Energy and data as game changers

Van Klinken sees the biggest developments at the intersection of energy and data. “Energy remains a hot topic: grid congestion, smart charging strategies, battery management. At the same time, trucks are generating more and more data. My ideal scenario is that we work with the customer to monitor the fleet daily for energy consumption, safety, and effectiveness, and that we take immediate action in the event of deviations.”

The Netherlands is leading the way in this regard, he notes. “During a recent visit, Linde Germany was impressed by how quickly we embrace new technologies here, from AI to hydrogen. That pragmatism is part of Dutch culture and makes us an interesting partner within
the Linde Group.”

Strategic direction and ambition

Under his leadership, Motrac continues to build on existing foundations, with dynamism and decisiveness. “It's not just about having good ideas, but also putting them into practice. We want to move faster, within the framework of Linde, but with our own clout.”

Motrac distinguishes itself in this regard through its position as an independent importer. 

‘No fuss, we'll just take care of it.’

Where does he want Motrac to be in five years? Van Klinken doesn't need to think long. “I want customers to say: call Motrac, they'll take care of it. That's what I mean by being the best total solution provider. No fuss, just solving problems, thinking along with you, and identifying what's needed in a timely manner.”

His ambition is clear: to grow in the automation market, increase market share, and continue to increase customer value. “The market is changing rapidly, but with the right focus on customers, technology, and energy, we can take on any challenge.”