Joysticks Aren't Just For Video Games
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Toyota's Material Handling Division had a problem we'd all like to have. Its old product line was at least six years old and still very profitable. Since it entered the lift truck market in 1967, Toyota's share has risen to number one in the US with a twenty percent share. No one was complaining about the old line, but it was time to make changes. The real question, however, was, "What changes?"
Toyota never does anything without talking to folks, especially customers, and examining the situation very carefully. Three themes presented themselves (Wood):
- The demographics of the final customers for their lift trucks were getting younger, lots younger.
- Consumers finally were waking up to the fact that energy usage couldn't continue to grow without major changes.
- Safety is still of prime importance to buyers.
What to do? The market research pointed to thematic responses:
DESIGN
The new fork lift incorporated features to younger entice users who were very likely to be playing with video games during their off times. The coolest feature? Joy stick controls mimicking those on video games.
GREEN
Toyota instituted a new green initiative promoting Toyota's green awareness. One big feature was its intent to plant 20,000 trees on Arbor Day. Of course, the new design for the new Eight Series of lift incorporated many energy saving features. In certain sectors of the lift business, large portions of the trucks were battery powered.
SAFETY
Lower profile, electronic controls, tilt control, speed control and height controls add up to safer fork lifts with better safety records.
The new Series Eight forklifts launched successfully around the world. Design, environment responses and safety initiatives all played a part in the successful launch.
Wood, Brett. Grand Strategy - Product Development: Toyota Fork-Lifts - A Case Study. Presentation to the Orange County Chapter of the Association for Strategic Planning. 22 January 2008.
Joystick controller: http://www.toyota8series.com/ergonomics.htm