Celebrating Our Spirit: Vertical integration, quality gives Crown edge


By Josh Ellerbrock - jellerbrock@limanews.com



Crown Equipment, based in New Bremen, is best known for its forklifts.

Crown Equipment, based in New Bremen, is best known for its forklifts.


Crown Equipment has products that can help find parts quickly using technology, even from complicated tall racks.

Crown Equipment has products that can help find parts quickly using technology, even from complicated tall racks.


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See more stories from the Celebrating Our Spirit section a LimaOhio.com/tag/spirit.

NEW BREMEN — There’s a lot to warehousing, and Crown Equipment deals with most of it.

The New Bremen-based global company has invested heavily in vertical integration throughout its history. Today, 85 percent of the parts that go into its products are designed and manufactured in-house. And while that helps ensure consistent high quality products, the company has also been able to use such expertise to provide flexible and creative solutions to its customers.

“We’re really becoming a specialist in many different areas, and that even extends beyond manufacturing of products,” Communications Manager Jeff Lawrence said. “We really like to be able to influence the customer experience from the beginning to the end. That ensures the customer gets the highest quality, the best experience, the best support and the best value that we can possibly provide.”

Outside of high quality, customers also benefit from Crown’s emphasis on vertical integration, as the company is better able to develop customized solutions in a shorter turn-around time because of the amount of control it has with the product. That ability for customization also applies to the company’s services.

While Crown Equipment, the largest employer in Auglaize County, is a big name in warehouse equipment such as forklifts, it also can provide warehousing solutions to the increasingly-complicated world of material handling and logistics.

As Lawrence explained: “Forklifts literally move the world. They move commerce. We facilitate that movement of that product.”

Part of that facilitation is about using technology for the customer’s benefit. In the age of e-commerce, seconds mean more than ever, and with the help of embedded technologies, automated vehicles and interconnected devices, Crown can offer customers those extra seconds and ensure those products are moved to where they need to go.

At this point, Crown offers solution sets that allow warehouse managers to use technologies that “tell the truck where (a product) is, where it needs to go to get it, at exactly the right time, speed and level and in the fastest and most efficient amount of time. That’s the type of thing that customers are looking for, because every second counts,” Lawrence said.

That expertise throughout has also helped the company expand. In today’s economy, manufacturers require more than workers on the factory floor, and Crown’s emphasis on vertical integration has the company consistently seeking those who may not consider employment by a manufacturing-based company. From sales to tech to production, Crown’s emphasis on vertical integration means they need a lot of different kinds of workers.

“There’s a lot of benefits from the employee and employment side because of vertical integration and technology. Our job growth has been in excess of 50 percent in the last five years, and it’s just across the board,” Lawrence said.

Crown Equipment, based in New Bremen, is best known for its forklifts.
https://www.limaohio.com/wp-content/uploads/sites/54/2019/03/web1_PC4500-QPR-101-Medium-Res.-jpg.jpgCrown Equipment, based in New Bremen, is best known for its forklifts.
Crown Equipment has products that can help find parts quickly using technology, even from complicated tall racks.
https://www.limaohio.com/wp-content/uploads/sites/54/2019/03/web1_TSP7000-002-Medium-Res.-jpg.jpgCrown Equipment has products that can help find parts quickly using technology, even from complicated tall racks.

By Josh Ellerbrock

jellerbrock@limanews.com

ONLY ON LIMAOHIO.COM

See more stories from the Celebrating Our Spirit section a LimaOhio.com/tag/spirit.

Reach Josh Ellerbrock at 567-242-0398.

Reach Josh Ellerbrock at 567-242-0398.

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