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Yale forklift truck manufacturing company expands dealer network in Russia

Yale has strengthened its commitment to the Russian market after concluding negotiations with three new independent Dealers.

NPK Avtomatizatsiya in St Petersburg, LADA DC in Togliatti and Business Machinery Group in Yekaterinburg have become the latest exclusive Authorised Dealers to distribute and service its range of Yale forklift trucks and warehouse equipment.

Senior Management from each dealership attended a successful New Dealer Meeting in St Petersburg in July to discuss the long-term strategy for Yale in Russia and how to build the brand in the country by working together.

Long-term and meaningful relationships

Christophe Maillet, Regional Manager for Yale Europe commented: “Russia is an extremely important market for Yale and we intend to work closely with our existing and new Dealers to continue to build long-term and meaningful relationships with customers by providing them with the highest levels of customer service, in the delivery of new forklift trucks manufactured in Europe and aftersales support.

“Expanding our Dealer network is key to the future growth of Yale, particularly in expanding economies like Russia. We are excited about the opportunities that working with the new Dealers presents and establishing Yales coverage throughout the country to provide customers with the national coverage they need. Local dealerships with excellent service response times combined with products and support from a true global manufacturer is what we believe is required to be successful in the Russian market

Increase Yale brand recognition

Elena Menshikova, Director of Business Machinery Group in Yekaterinburg, added: Yale is a known brand globally but not that widely recognised in Russia at present. Being a Yale Dealer will allow us to use our expertise to develop sales and brand recognition in our territory and provide our customers with a great product and take advantage of the highest service levels that our company already provides in other areas of our business.

Victor Tatarinov, founder of LADA DC, concluded:Yale brings us the advantage of a complete product range of forklift trucks and warehouse equipment that will provide us a considerable edge over many other manufacturers and allow us to provide customers with a complete materials handling solution. Being a Yale Dealer will allow us to build on our market share through new business development programs.

Four Authorised Yale Dealers

In Russia, Yales comprehensive range of forklift trucks and warehouse equipment is now distributed through a network of four Authorised Dealers including MSB, located in Moscow.

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