Manitou Group creates new spare parts brand

Feb. 21, 2021

Manitou Group, Ancenis, France, has created Manitou Group Parts, a new brand dedicated to its spare parts offer with the goal to simplify the offer for the user while reducing the group’s environmental impact.

Since it changed the strategy of its commercial brands —  namely Manitou, Gehl and Mustang by Manitou — Manitou Group has begun the process of simplifying its spare parts offer. What was previously two XPRT spare part brands for Gehl and Mustang by Manitou equipment and Manitou for machines of the same brand will now be brought together under Manitou Group Parts.

With this single brand, the group hopes to make it easier for users to search for spare parts while optimizing order preparation with the same packaging for all parts.

“Manitou Group Parts is the result of the streamlining of our spare parts brand. Our goal is to improve the legibility of our brand. This project fits perfectly within our CSR approach: we redesigned the packages with our suppliers in order to limit our consumption of raw materials and reduce costs,” said Valérie Mougin, customer experience project manager for spare parts. “We are using less ink on the boxes and less plastic for the packaging, and all of the boxes we use are certified 100 percent recyclable.”

The various packages have the new logo with the three brands, Manitou, Gehl and Mustang by Manitou in the same color for better legibility.

The Manitou Group Parts brand will group all 500,000 part references listed in the catalog. Nearly 200 employees are working to prepare more than 9,000 package lines shipped every day from nine logistics centers in France, Italy, Russia, USA, Brazil, Singapore, India and South Africa.

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