Compact Equipment

JUN 2018

Compact Equipment is a magazine dedicated to equipment owners and operators of small, nimble, tool-carrying construction, landscape and ag equipment — such as skid steers, mini excavators, compact tractors, generators compressors and beyond.

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Page 26 of 47 27 ventured to Gehl's headquarters in West Bend, Wis., to operate a barebones R105 and a fully loaded V420 — the latter being the largest skid steer in the world. It was a glimpse into life at opposite ends of the op - erating spectrum, but relaying the view from the cab is only a skid steer-sized portion of what Gehl and its parent company Manitou Group are doing to innovate compact equipment operation and ownership. Gehl Snapshot For nearly as long as there has been a West Bend, Wis., there has been Gehl. Founded 11 years after Wisconsin became a state in 1859 as a manufacturer of agricultural equipment, Gehl has a storied history in the state. Gehl acquired Mustang in 1997 and then was acquired by Manitou Group in 2008, a French company with simi- lar family roots. Today, Laurent Bonnaure, executive vice president of Manitou Group, and Mark Hanson, regional vice president of Manitou Group and CEO of Manitou North America, are focusing their fresh eyes on the cus- tomer experience. "We're looking at everything we do across the organiza- tion and eliminating processes that are not value added for our customers and for our team in order to deliver on our brand promise," Hanson said, adding with refreshing hon- esty: "We're even looking at the brand promise. It's not as well defined as it needs to be. There's a lot of work ahead, but there's a great foundation here and we will be adding resources in a number of areas as we realign our focus on the customer experience." This realignment continues to take shape, but customers are already seeing benefits from a more focused customer support structure. "We recently added new leadership to our Manitou North America product management team and will be growing and aligning the team with marketing and training teams to drive a cohesive strategy from concept through execu- tion. Our product management team will be seeking out the voice of customer to ensure the products and services we bring to our customers are a tight fit with their needs and that they provide reliable performance, a low cost of ownership and strong return on investment capital," Han- son said. "It can be a pretty simple formula — learn the competitive map, listen to customer's needs, provide good value, solid support and be easy to work with." The team looks at everything in terms of production, lead time, cost and any additional specificities gleaned from R&D that would enhance performance and reli- ability across the entire Manitou Group product range, which includes (deep breath) all-terrain fixed, rotating and heavy-duty telehandlers, all-terrain, semi-industrial and industrial masted forklifts, skid or track loaders, backhoe loaders, access platforms, truck-mounted fork- lifts, warehousing equipment and more than 2,000 Edge attachments. The end product of this calculation is a machine that fits a direct need while minimizing total cost of ownership. More on that later. We Contrast Two Gehl Skid Steers But Find the Biggest Value Beyond the Iron OPERATION GEHL MISSION I

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