UniCarriers and TCM to Retain Brand Identity in Mitsubishi Europe Shake-Up

Japanese material handling giant Mitsubishi has announced further restructuring and integration of its European operations, but says its multibrand strategy, which includes UniCarriers and TCM, will be retained.

Under the name Mitsubishi Logisnext Europe (MLE), a member of the global Mitsubishi Logisnext Group, business and strategy execution will be run via an operational management covering all channels and brands with corporate and sales & services functions headquartered in Almere, the Netherlands.

Increased collaboration and synergies between the three supply units in Europe will improve optimisation in product portfolio, costs, and production efficiency , it says. Reflecting these changes all three entities will carry the “Mitsubishi Logisnext Europe” names.

The existing multi-channel and multi-brand strategy are continued. “We build further on Mitsubishi Forklift Trucks, Cat® Lift Trucks, UniCarriers, Rocla, and TCM for agility, maximizing market coverage and reinforcement of the forklift life-cycle customer value generation,” said the company.

The fully owned local subsidiaries within MLE will change names to carry the Logisnext company name. Following the above transformation, the present European management structures of Mitsubishi Caterpillar Forklift Europe and UniCarriers Europe are to be integrated into Mitsubishi Logisnext Europe structure.

Hiroyuki Shimma (above), President of Mitsubishi Logisnext Europe B.V., says: “By establishing an integrated Mitsubishi Logisnext Europe management and supply chain structure we strengthen the customer value creation and advance the global position of Mitsubishi Logisnext.”