ACE to represent Doosan’s Industrial Vehicle - MHE segment in India

Chetan Gole, CEO (Forklifts Vertical), ACE
Chetan Gole, CEO (Forklifts Vertical), ACE

ACE - India’s Leading Material Handling & Construction Equipment manufacturing company and the world’s largest crane manufacturer - has joined hands with Doosan Corporation to represent their Industrial Vehicle - MHE segment in India. This is a strategic move for both the partners to secure a majority market share in India.

Doosan Corporation, a Korean multinational conglomerate and a Fortune 500 company, is one of the first foreign MHE brands to foray into India. Today, the Doosan brand has become popular due to its technologically advanced and innovative products, and their reliable performance. ACE – a home-grown brand of India, has become a leading company with its core philosophy of offering ‘Reliable Products at Reasonable Price supported by prompt Service’.

Over the last few years, many MNCs have come to India to partake in the country’s economic growth. These global companies, mainly comprising of European and Japanese brands, along with some major Indian players, have contributed approx. 20-25% of the current MHE business. This can be attributed to their strong affinity to high performance, premium products.

Doosan Forklift

ACE’s co-operation with Doosan will help the latter company to regain and consolidate its market share as it will use ACE’s wide network of 100+ dealers for sales and service across India. ACE, on the other hand, will get a pie of the premium segment, which will increase its market share further.

The new partnership of Doosan in India with ACE is expected to streamline and support existing customers and infuse new energy and confidence in the Doosan brand in India, thereby making them leaders in the Premium Segment. It will be a win-win situation for both the partners.

NBM&CW October 2020

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