ESR 5000 Series Reach Truck A Savvy Solution

摘要

Reach trucks are the work horses of most high-throughput distribution centers and warehouses. They are also often the most expensive vehicles in a customer's fleet. Crown's previous ESR model was on the market for several years. But despite having a solid product, Crown was not able to make significant inroads against strong German and Japanese competitors. While market shares were stable, it was clear that the existing product would never facilitate the kind of future growth the company needed. This project was a once-in-a-decade opportunity to develop a new model family that could drive growth and elevate the Crown brand image.