KEY FACTORS THAT BUILD A FORKLIFT BRAND IN THE EYES OF CONSUMERS

The factors that shape a forklift brand in consumers’ minds are formed through the actual value of the product combined with communication strategies and after-sales services. Specifically:

1.Product Quality

• Durability and Lifespan: Does the forklift operate stably with minimal breakdowns?

• Work Efficiency: High productivity, fuel/electricity-saving.

• Safety and Integrated Technologies: Are modern safety features such as electronic braking systems, safety sensors, and energy-saving functions equipped?

• Design and Convenience: Aesthetic, easy to use, and suitable for operating environments (cold storage, narrow warehouses, etc.).

2.Brand Equity

• Brand History: Is the brand well-established and reputable?

• Market Reputation: Present in how many countries? Trusted by which major companies?

• Brand Positioning: Targeting premium, mid-range, or budget segments?

3.After-Sales Service

• Warranty Period and Clear Policies.

• Fast and genuine spare parts supply.

• Prompt and professional technical support team.

4.Cost Considerations

• Initial Purchase Price: Competitive compared to rivals.

• Operating Costs: Fuel/electricity consumption, battery durability, easy maintenance.

• Resale Value: Does the brand retain good value upon resale?

5.Brand Image & Communication

• Brand Identity: Impressive logo, colors, and slogans?

• Communication Strategy: Strong advertising presence on both online and offline channels?

• User Experience Sharing: Real-world reviews and community feedback.

6.Customer Experience

• Is test-driving or product demo supported?

• Customer satisfaction through feedback, case studies, and real-world testimonials.

📌 In summary:
Consumers do not only care about the price; they highly value long-term usability, safety, after-sales service, and brand reputation. These are the factors that make them willing to pay more for peace of mind.