Electrified for 75 years
STILL has been driving electric mobility for more than 75 years. As early as 1949, we set new standards with the revolutionary EGS 1000 - the first STILL electric forklift truck. Where others hesitate, we respond to the signs of the times. Since last year, we have been developing two product lines in the counterbalance truck sector: the Excellence and the Classic Line. They are designed to further strengthen our market position.
"How many companies can boast more than 70 years of experience in the field of electromobility?" asks Gerald Strugg, Senior Product Manager for electric counterbalance trucks at STILL - and you can immediately hear his pride in the company. Inventiveness has been STILL's driving force from the very beginning. When company founder Hans Still presented the EGS 1000 in 1949 (exactly 75 years ago!), he was far ahead of his time: our first electric forklift truck enabled independence from fossil fuels, which were expensive even then. Other innovations followed, such as the STILL R 9 in the mid-1960s and the R 50 series in 1977, the ‘VW Golf of electric forklift trucks’.
When asking the product manager if there is a part of the company's history that he is particularly proud of, he replies with a laugh: "Too many to list, but when we launched the RX 60-25/35 in 2019, for example, which outperformed the diesel truck in terms of performance - that was really something special."
History clearly shows that STILL understands the challenges of the times and always develops solutions that meet the customers' needs. What are the signs of the times today? "Sustainability, cost-effective products and increasing competitive pressure," says Strugg. STILL is therefore pursuing "a bold dual strategy: away from standardised products and towards solutions that are precisely tailored to customer needs", explains the product manager.
This means: one size fits all is out - flexibility and customer focus are the new standards. And with two product lines - the Classic Line and the Excellence Line - we want to meet this demand.
Market dynamics and new challenges
"In 2024, it will no longer be about 'higher, faster, further'," explains Gerald Strugg: "The market is changing fundamentally. STILL's answer to this competitive pressure is the 'Classic Line'. The RCE 25-30, the first model in this range, was launched last year. It was recently followed by its “smaller” model the RCE 15-20.
"We are now also offering more fitting solutions to another target group with the Classic Line," says Strugg. These customers are small and medium-sized businesses that do not need a 24/7 high-performance solution. Whether it is a carpenter who wants to load his products during the day, a DIY store, a workshop, an agricultural business or a medium-sized company that loads its lorry in the afternoon - the Classic Line offers tailor-made solutions for them. "It's about expanding our portfolio and broadening our market position. Customers who haven't had us on their radar before should become aware of us through the RCE", says Strugg.
Future prospects: differentiation and sustainability
While the Classic Line is the first choice for small and medium-sized businesses and offers a smart alternative for companies with moderate requirements, the Excellence Line stands for the highest technological innovation in the premium segment. This product line also follows global trends: "Europe is the world leader when it comes to sustainability," Strugg is convinced. "This is also important for our customers. They also want transparency - from the carbon footprint to the production and use phase."
The Excellence Line consistently takes on this challenge: resource-saving manufacturing processes, the switch to renewable energies in the production plants and a holistic circular economy strategy are more than just lip service - they are the beginning of a new industrial sustainability culture at STILL. The new RX line is currently still under development, but Strugg and his colleagues in development are working hard to make this vision a reality soon.
Value proposition for various requirements
STILL's success story continues in 2024 with intelligent, smart answers to every need - and the ability to always be close to customers and their needs. "Global competition is fierce," concludes Strugg. "Europe must remain innovative and agile to survive."
With the Classic Line and the Excellence Line, we at STILL are strategically positioned in growth markets. A clever response to the spirit of the times - just like the EGS 1000 75 years.
