A new local business has received factory seal of approval for the provision of new Mitsubishi forklift trucks.

Endeavour forklifts, based in Aldwarke, Rotherham is a provider of service, parts, sales and hire for the region’s forklift users. Founded by Rotherham-born, Jason Reynolds, the business was created specifically for exclusive distribution rights to Mitsubishi forklifts in South and West Yorkshire.

A former director of a national forklift supplier, Jason has previously worked with some of the country’s largest forklift users and says the Yorkshire area has missed out on one of the world’s leading materials handling equipment brands over the last decade following the acquisition of previous family-owned dealerships.

Said Jason: “We’re already re-establishing the Mitsubishi brand in the area, particularly as we have significant backers that have helped us to invest in premises and a brand new short term hire fleet. Between us, we have over 100 years’ experience, working for some of the largest forklift companies in the business. We know what works, and what doesn’t.

“We have hand-picked a team of highly skilled engineering and sales staff to ensure we provide our customers the very best support. The 10-strong team already have their eye on future expansion, with a plans to recruit up to 10 new staff members over the next five years.”

Much like the auto industry, the forklift sector is dominated by Japanese and German manufacturers. Unlike the car business, however, service and support plays a crucial factor for most users that rely on their equipment to keep their businesses moving.

“We have the experience and local knowledge to know what Yorkshire businesses need. We also have the ambition and backing to ensure we’re building a long term successful business,” he adds.

Founded in the 1930s in Japan, Mitsubishi forklifts sales took off following a joint venture with Caterpillar Inc. in the 1990s. Today it is part of the Mitsubishi Nichiyu Forklift Co., Ltd. competing for over 300,000 annual forklift trucks sales globally.

In 2011, Mitsubishi created the first forklift with a radiation-shielded cabin. The vehicle was developed to help clean contaminated debris at the Japanese Fukushima Daiichi Nuclear Power Station.

Over 30 new Mitsubishi units have already been delivered to Endeavour for immediate short term hire. For further information visit www.endeavour-forklifts.co.uk