Service & innovation
August 1st 2006 When it comes to maintaining its reputation as one of the premier forklift manufacturers, Nissan approaches the market with a commitment to provide useful, innovative products backed up by top quality service. Charlotte Stonestreet spoke to Brendon Sparks, Director of Nissan's Industrial Machinery Division for the UK to find out more
When it comes to brand recognition, there is no doubt that Nissan has a head start on many of its competitors in the forklift industry. A global conglomerate, Nissan enjoys a place in the top 100 brands recognised worldwide. What's more, the organisation works hard to maintain its reputation for quality and innovation – something which is viewed with great importance by Brendon Sparks, Director of Nissan's Industrial Machinery Division for the UK.
"Nissan has always been very forward thinking,' says Sparks. "Globally the brand is very strong, and financially Nissan is huge.
Capital is generated and then re-invested for the long term future, developing products for tomorrow.
"Innovation is vitally important to stay on top of any market, but it can only really be achieved if the resources and commitment are there. Nissan has both and, as a result, is constantly developing new, exciting technology to ensure future business."
Of course, the fact that Nissan has such a strong automotive arm is highly advantageous to the materials handling division and there are, says Sparks "tremendous opportunities for synergies within the group". Objectives from the materials handling side of the organisation are built into overall development programmes. Unlike many of its competitors, when it comes to implementing the latest technology, far from being reliant on what is available in the marketplace Nissan is able to fully conceive, develop and implement its own innovations.
Emissions reduced by 98%
One example of this is the TriCat system, which now comes as standard on all Nissan LPG powered trucks. Reducing emissions by a staggering 98%, the system uses a threeway catalytic convertor and an engine management system that measures the amount of fuel injected into the chamber 1000 times per second to ensure the optimum level is always maintained.
"The benefits of the TriCat system are three fold," says Sparks. "Environmental concerns are addressed by the reduction in emissions. Also, as the exact amount of fuel needed is used, consumption is reduced.
And as Nissan has developed the kit completely in-house, it comes as standard at no extra cost to the end user."
One of the latest concepts to come from Nissan can be seen on its recently launched TX Syncro range of three-wheel electrics.
When a truck has been driven into racking or a stack at an angle, which is often the case at facilities where space is tight, the Syncro system automatically returns the steering wheel spinner knob to the correct position for straight line travel. This means that the operator does not have to straighten the wheels using forward and reverse movements – a time consuming and potentially load de-stabilising operation.
"Most Nissan innovations tend to be simple and practical – after all, we're not trying to fly to the moon!" says Sparks. "We think in a logical manner about what we can give our customers that is genuinely better than the solutions they already have. It's often the seemingly minor innovations that turn out to be the most interesting and rewarding."
With a comprehensive product range that covers all market sectors, Nissan is well placed to adapt to any changes in demand – for example the current shift from I.C to warehouse equipment in the UK. Indicative of its philosophy of continuous investment in development, later this year the company will be launching another counterbalance range featuring the innovative Risk Reduction System.
To ensure technological development taking place at Nissan is always of benefit to the truck user, before any new project is initiated the company undergoes an extensive fact-finding mission. As well as existing customers, potential new customers are contacted and asked about their needs.
This process is, says Sparks, further enhanced by Nissan's independent dealer network, which provides a highly effective channel for feedback from both the end-user and the dealers themselves.
Service support
As well as being instrumental in the development of new products, the dealer network is also central to Nissan's key objective of providing service support which is "second to none". All the company's UK forklift dealers provide Nissan equipment on an exclusive basis, helping to maintain the high levels of service associated with the brand.
"There are many advantages to having an independent dealer network," says Sparks.
"Service levels can be effectively monitored and any areas of shortfall immediately identified."
"We also find that more and more of our end users really appreciate being in direct contact with someone in their local area who has relevant knowledge. More and more forklift companies are turning to generic callcentres – in contrast, we feel that our customers deserve to speak to an expert."
Thanks to the knowledge and experience of the Nissan dealers, when a user does call with a mechanical problem often the person they speak to on the phone is able to gain a pretty good idea of the cause of the difficulty.
As a result, the engineer is fully prepared when they visit the site. Add to this the fact that many parts are held available for immediate use by the dealers (the rest being obtainable on a next-day basis) and Nissan's first-time-fix rate is currently just over 96%.
Of course, at the end of the day, customers can also call Nissan direct and be assured that any problems will be sorted out.
In fact, if you ever do have cause to call Nissan don't be surprised if it's Sparks who answers the 'phone – still heavily involved in the business on the 'shop-floor', he too provides the knowledge and expertise that Nissan prides itself on, often direct to the end user. More articles from Nissan Motor (GB) Limited: | 
