palfinger at a glance

PALFINGER and its Competitors
Consolidated Management Report / Market Review
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An essential component in building the success of the PALFINGER Group is the worldwide service
and dealer network, which, like PALFINGER, emerged from the crisis with more economic strength
than before. The dealers’ knowledge of local specialties and customer needs as well as the stable
relationships between PALFINGER and these partners are an important competitive advantage; the
same is true for the highly qualified staff on both sides.
PALFINGER’s financial strength in combination with a clear strategy thus contributed to the further
expansion of its strong market position in 2011. PALFINGER has been a solid business partner and
will continue to be so in the future, even if economically challenging times should lie ahead.
The PALFINGER brand
PALFINGER currently comprises a multitude of various brands, which is a consequence of the acquisitions
made in recent years. An in-depth examination of this extremely heterogeneous global brand
architecture led to an elaboration of the central values for which the Company with its product
variety stands in the eyes of its various stakeholders: dealers, end customers, employees, investors,
analysts and the general public.
PALFINGER assists its end customers in performing outstanding services for their customers on a daily
basis. The use of PALFINGER products facilitates ideal work performance: more speed, improved
loading capacity, precise work and ease of use. High quality standards guarantee product reliability
and longevity. The long-term economic viability of the PALFINGER products is also evidenced by the
“best price deal” devised in 2010.
These values will be incorporated into the brand strategy of PALFINGER for the years to come and
are going to play a prominent role in future communication. At the same time, the look and feel of
the brand will be revised and optimized.
52 palfinger Annual Report 2011