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Manitou Unveils New Business Strategy, Aligns Organization

Manitou CEO Michel Denis has presented a new roadmap for the company transforming it to take full advantage of opportunities for future success of the group.

Wed May 21, 2014 - National Edition
Construction Equipment Guide

Michel Denis, president and CEO, presented a new roadmap for the Manitou Group transforming the company to take full advantage of opportunities for future success of the group.

Denis said “This strategy will firmly focus on the value provided to our customers, while strengthening our leadership, growth and profitability. The new organization will offer a positive operating impact while benefiting our customers with a less complex as well as a more responsive organization.”

The group will be organized in three divisions, two product divisions and a service division

• The MHA — material handling and access product division manages the French and Italian production sites manufacturing telehandlers, rough-terrain and industrial forklifts, truck-mounted forklifts and aerial working platforms. Its mission is to optimize the development and production of these equipments branded Manitou.

• The CE — compact equipment product division optimizes the development and production of skid steer loaders, track loaders, articulated loaders and telehandlers branded Gehl and Mustang.

• The S&S — services and solutions, service division includes service activities to support sales (financing approaches, warranty contracts, maintenance contracts, full service, fleet management, etc.), after-sales (parts, technical training, warranty management, fleet management, etc.) and services to end users (geo-location, user training, advice, etc.). The mission of the division is to develop service offers to meet the needs of each of its customers in its value chain and to increase resilient sales revenue for the group.

The three divisions design and assemble products and services which are distributed by the sales and marketing organization to dealers and key accounts in 120 countries. The new business strategy will be deployed by products, by regions, by integrating service offerings.


The new organization project presented to the works council will be implemented beginning of July and over 10 months deployment process.

The strategic objectives, the tactical approach and the operational plan will be presented in more detail way at the annual general meeting scheduled on June 5, 2014.

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