Manitou - Announces need-based solutions

Michel Denis
Michel Denis and Fernand Mira discusses with NBM Media, the company's strategy for positioning its products amongst competitors in the Indian market and its localization program. Excerpts:

Since the skid steer loaders and the telehandlers will be manufactured at Manitou's India facility, what is the localization program planned?

We have made a huge capital investment at our Indian facility wherein we have created a separate production line for telehandlers and skid steer loaders. We plan to localize the telehandlers in India to make them more price competitive so that they see better acceptance, as sales of telehandlers is still at a nascent stage. The localization process is currently at various stages of implementation and our target is to reach 100% localization by 2020.

When will commercial production of the two product lines start?

For the smaller range of telehandlers and skid steer loaders, we expect to commence production between June to December this year, while for the higher capacity range we expect to begin production by the end of this year. The validation process of vendors is currently on. India has a sound vendor base, with many having a global presence. To keep the price of our machines competitive, we will be looking at vendors for different machine parts, for example, for engines, we have both India Kirloskar and Perkins on our vendor list, and for tires we have Indian off-highway tire manufacturer, BKT.

Apart from meeting the domestic market requirements, our products will be exported to some Asian countries, Vietnam, Russia, Africa and Ukraine.

What will be the key competitive positioning for all your products?

It will be higher productivity and value through attachments; lower cost of ownership, efficient and reliable product support and customer service.

NBM&CW June 2019

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