A Radder Ride

By Deborah Aarts

From MM&D Magazine

Excerpt from article:

We’re not bringing sexy back. We’re bringing it, period.” Gary Wilson uses adjectives you don’t often hear in the materials handling sector. The president of Masterlift, an Oakville, Ontario-based forklift dealer, peppers his pitch with the kind of language usually reserved for Spike TV. At first, it seems odd: forklifts are regularly touted as “durable”, “reliable”, “safe” or “ergonomic”, but “sexy”? Not so much. Indeed, when MM&D published the 2006 industrial truck accessories showcase under the tongue-in-cheek headline “Pimp your ride”, few would have guessed that a year later someone would be doing it-literally.