Company Overview

The Evolution of Logisnext Forklifts: From Mitsubishi to a Global Logistics Powerhouse

Introduction

The forklift brand once widely known as Mitsubishi Forklift Trucks has undergone a significant transformation into Logisnext Forklifts, reflecting a broader shift in the logistics and material handling industry. This evolution is not merely a rebranding exercise—it represents decades of mergers, technological innovation, and a strategic move toward automation, sustainability, and integrated logistics solutions.

What “Logisnext” means:

Logisnext is a coined word that stands for Logistical Equipment & System Solutions Next

Dealer Network & Market Penetration

  • Strong reliance on exclusive dealer partnerships in each country.
  • Market presence in each country in APAC
  • Strength on industries such as:
    • Logistics & 3PL
    • Port & Stevedoring
    • Manufacturing
    • E-commerce warehousing

The APAC strategy emphasizes scalability and service support, not just equipment sales.

What Changes in APAC?

1. Product Branding Transition

  • “Mitsubishi Forklift Trucks” → “Logisnext Forklifts”
  • Transition will happen gradually across APAC markets

2. No Change in Operations

  • Dealer network remains unchanged
  • Service and support structures continue
  • Same engineering, reliability, and product quality maintained
This is a brand evolution, not a business disruption

3. Strategic Intent Behind the Rebrand (APAC Perspective)

Unified Regional Identity

  • Align APAC market position with global Logisnext branding
  • Reduce fragmentation across legacy brands
Stronger Position in Emerging Markets
  • Present as a Material Handling Solutions provider, not just a forklift brand (Provide eider spectrum of Customer Solutions)
  • Complete solution for sophisticated users:
    • Automation
    • Smart warehouses
    • Integrated logistics ecosystems
  • Excel in providing simple and reliable equipment for less demanding users

4. Customer-Focused Continuity

A key message emphasized in APAC:

“While our name is changing, our commitment remains unchanged.”

Customers can expect:

  • Same dealer relationships
  • Same product reliability
  • Same lifecycle support