Manitou Group Launches New Group Parts Brand
Manitou Group is launching a new brand dedicated to its spare parts offering. The company’s stated objective is to simplify the offer for the user while reducing the group's environmental impact.
Since it changed the strategy of its commercial brands, namely Manitou, Gehl and Mustang by Manitou, Manitou Group has begun the process of simplifying its spare parts offer. What was previously two XPRT spare part brands (for Gehl and Mustang by Manitou equipment) and Manitou (for machines of the same brand) will now be brought together under one brand “Manitou Group Parts.” With this single brand, the group hopes to make it easier for users to search for spare parts while optimizing order preparation with the same packaging for all parts.
“Manitou Group Parts is the result of the streamlining of our spare parts brand,” said Valérie Mougin, customer experience project manager for spare parts. “Our goal is to improve the legibility of our brand. This project fits perfectly within our CSR approach: we redesigned the packages with our suppliers in order to limit our consumption of raw materials and reduce costs. We are using less ink on the boxes and less plastic for the packaging, and all of the boxes we use are certified 100 percent recyclable.”
The various packages have the new logo with the three brands, Manitou, Gehl and Mustang by Manitou in the same color for better legibility.
The Manitou Group Parts brand will group all 500,000 parts references listed in the catalog. Nearly 200 employees are working to prepare more than 9,000 package lines shipped every day from nine logistics centers in France, Italy, Russia, U.S., Brazil, Singapore, India and South Africa.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.