Construction World July 2019

60 000 units in Asia, the Middle East and Asia in the next decade.

“These particular machines had to be simple, robust, cost effective, easy to fix and cost effective. This does not mean that the machines are under-specced. They are well specced while there was no compromise on safety. Even though the machines are cost effective, it is not a low cost machine. It is a machine designed to cost. We did not compromise on safety and robustness,” says Boyer. With solutions made for emerging markets, the Manitou group hopes to enhance its development in high-potential geographic zones. These robust models assure operators on site of many hours of use. They thus benefit from machines that are versatile, high-performance, easy to control, and offer optimised maintenance thanks to high-quality components. The machines in detail The Manitou MXT 840 and Gehl TX 408 models effectively respond to user needs and can perform a vast array of jobs, thanks to a very wide range of attachments made for construction, such as forks, buckets, winches and gondolas. Their compatibility with all Gehl and Manitou attachments make their application possibilities all the greater. These telehandlers also allow operators to work very safely at the site.

Manitou’s approach to marketing Arnaud Boyer, Manitou’s VP Marketing and Product Development says Manitou’s positioning has always been to get its customers to perform better. “Our approach to marketing and product development has always started with a focus on the customer. In this case it is a customer that operates in an emerging economy, where distances are vast, immediate support delayed because of this and working conditions very different from those in Europe. The product we offer them has to cater to these specific needs. This brings you to the second aspect of our marketing, the solution we offer which is adapted per geography and market. And the third aspect of Manitou’s marketing is how we get to this market.” Roughly 25% of Manitou’s sales are done direct, while 75% of sales are done through a vast dealer network of 1 500 dealers. The product development of the two new telehandlers started in 2016. “We analysed the customer needs in the various markets, went onto jobsites, considered the materials being worked with, and how the materials are packaged. This information was used to design the correct and bespoke product,” says Boyer.

“We have not compromised on safety and reliability,” says Laurent Bonnaure, VP Sales & Marketing at Manitou Group. “Being a premium brand does not mean we cannot be cost effective.”

Of the emerging markets in Asia, Africa and the Middle East, Michel Denis, President and CEO of Manitou Group says Manitou considers these as strategic.

Seen at the launch in Phuket Thailand. These machines were launched here as the country is the poster child for development in an emerging market.

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CONSTRUCTION WORLD JULY 2019