The Project
A dealer was brought into a warehouse project late. The racking was already designed. The aisles were tight. Storage density was the priority.
The original plan was built around reach trucks. It looked straightforward on paper.
The problem was in the workflow.
Where the Reach Truck Plan Fell Short
To make it work, the customer was looking at double handling between unloading and storage, slower cycle times, and more trucks than they had budgeted for. The project was heading towards a price-driven negotiation before it had even started.
The dealer knew that quoting a standard reach truck solution would mean competing on cost. That is not a conversation worth having.
Introducing the MiMA MJ Articulated Range
They introduced the MiMA MJ articulated range.
One truck. One workflow.
- Unload directly from trailers
- Travel through narrow aisles without repositioning
- Place directly into racking at height
No handoff. No second machine. No double handling.
Changing the Conversation
That changed the conversation entirely.
The dealer stopped talking about trucks and started talking about how the warehouse would run. The customer could see the difference between what they had planned and what was now possible.
Outcome
Reduced fleet requirement, improved throughput, and a higher value solution for the dealer. Rather than competing on a reach truck quote, they sold a better way of running the operation.
The margin held because the solution was different. When the comparison becomes harder, price pressure drops.