Crown Equipment
Crown Equipment Corporation is a private global manufacturer of forklifts and material handling equipment, serving industrial and warehouse operations through direct sales, dealer networks, and rental services, with growing capabilities in electrification and autonomous vehicles.
- Company typePrivate
- Founded1981
- HeadquartersAuckland, New Zealand
- Headcount5,001–10,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Crown Equipment does
Crown Equipment Corporation is a privately held global manufacturer of forklifts and material handling equipment, competing alongside Toyota Material Handling, KION Group, Jungheinrich, Mitsubishi Logisnext, and Hyster-Yale. The company designs and produces industrial trucks and warehouse equipment with a stated focus on electrification and autonomous capabilities, serving industrial facilities, warehouses, logistics operations, manufacturing sites, and e-commerce fulfillment customers. Its product portfolio centers on counterbalanced lift trucks, warehouse equipment, and emerging autonomous platforms that incorporate AI-powered navigation, IoT integration, and fleet management functionality.
The company's core technology includes the proprietary V-Power Integrated Solution, which combines vehicle, battery, and charger systems into a unified offering designed to resolve fragmentation in lithium-ion battery compatibility across mixed material handling fleets. Crown also participates in the autonomous forklift segment alongside competitors such as Seegrid, Hyster-Yale, Toyota Industries, Mitsubishi Logisnext, Komatsu, and Daifuku. Distribution is executed through a combination of direct sales and service operations and dealer/service networks; a new sales and service facility was opened in New Albany in August 2024 to extend regional coverage.
Crown Equipment generates revenue primarily through hardware sales of forklifts and material handling equipment, supplemented by equipment rental services that provide recurring revenue exposure. The company goes to market via an enterprise field sales motion, complemented by industry event participation (including National Forklift Safety Day) and direct customer engagement. The company operates with 10,000+ employees globally. No public revenue figure, pricing disclosure, or funding history is available for the parent corporation in the source material; small Callaghan Innovation grant entries (NZD $22K–$34K range, 2020–2024) appear to relate to a separate New Zealand-registered entity and are not material to the parent's capital structure.
Crown Equipment firmographics
Firmographics- Name
- Crown Equipment
- Legal name
- Crown Equipment Corporation
- Website
- https://crown.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Crown Equipment Corporation is a private global manufacturer of forklifts and material handling equipment, serving industrial and warehouse operations through direct sales, dealer networks, and rental services, with growing capabilities in electrification and autonomous vehicles.
- Ownership category
- akta.pro rank
Crown Equipment industry classification
Industry- Product category
- Material Handling Equipment
- NAICS
- Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)
- SIC
- Industrial Trucks, Tractors, Trailors & Stackers (3537), Construction, Mining & Materials Handling Machinery & Equip (3530), General Industrial Machinery & Equipment (3560)
- akta.pro primary industry
- Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)
- akta.pro secondary industry
- Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers) (IMACAFAD)
Keywords
Where Crown Equipment is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Crown Equipment business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Forklift and Material Handling Equipment Sales: Crown Equipment generates revenue through manufacturing and selling forklifts and material handling equipment, positioning itself among major industry players including Toyota Material Handling, KION Group, and Jungheinrich.
- Equipment Rental Services: Crown Equipment participates in the forklift rental market alongside major manufacturers, offering flexible equipment access options to customers.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Crown Equipment product offering
Product offeringCore offering
Crown Equipment Corporation manufactures and sells forklifts and material handling equipment for industrial and warehouse operations, including electric lift trucks and autonomous forklift systems. The company offers an integrated V-Power solution combining vehicles, batteries, and chargers to address lithium battery compatibility fragmentation, and participates in equipment rental alongside other major industry manufacturers.
Differentiator
Problem solved
Functional benefit
Products and services
- Forklifts and Material Handling Equipment
Companies that use Crown Equipment
Customer profileSegments1 record
Ideal customer profiles1 record
Crown Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Crown Equipment partnerships and signals
Strategic signalScale indicators3 records
Recent moves1 record
Crown Equipment competitors and assessment
Company assessmentDirect peers
- KION Group: European-headquartered forklift and intralogistics major (Linde, STILL, Dematic brands). Directly competes with Crown in industrial trucks, electric lift trucks, and warehouse automation.
- Jungheinrich AG: Major German intralogistics provider and forklift manufacturer. Competes head-to-head with Crown on counterbalanced forklifts, warehouse equipment, and increasingly automation/software layers.
- Mitsubishi Logisnext: Combines Mitsubishi Caterpillar Forklift America, UniCarriers, and other brands. A direct global forklift competitor cited alongside Crown in industry rankings.
- Toyota Material Handling (Toyota Industries): World's largest forklift OEM and the segment leader Crown is benchmarked against. Directly comparable product portfolio (forklifts, warehouse equipment), rental operations, and global dealer network.
- Hyster-Yale Materials Handling: US-listed lift truck OEM (Hyster, Yale, Nuvera) overlapping with Crown across counterbalanced forklifts, electric trucks, and emerging autonomous offerings.
Emerging players
- Seegrid Corporation: Pioneer in vision-based autonomous forklifts and tow tractors. Directly comparable to Crown's emerging autonomous forklift push but with a software/robotics focus rather than full-line OEM scale.
- Hangcha Group: Fast-growing Chinese forklift OEM with expanding global presence. Competes with Crown primarily on price-sensitive electric and IC forklift segments and as a global capacity threat in emerging markets.
- Daifuku: Largest pure-play intralogistics and materials handling systems integrator, including AGVs and automated warehouses. Adjacent competitor as automation and smart-warehouse trends blur the line between forklifts and conveyor/AGV systems.
Broad incumbents
- Manitou Group: Material handling and aerial work platform OEM with rough-terrain forklift and telehandler exposure. Partially comparable through industrial truck manufacturing, though more construction- and agriculture-skewed.
- Komatsu: Diversified heavy equipment OEM with material handling and autonomous forklift activity. Overlaps with Crown in industrial trucks and warehouse automation, though it operates across much broader construction/mining equipment categories.
Market position
Strengths4 records
Weaknesses4 records
Key risks5 records
Key highlights6 records
Customer concentration
Crown Equipment social profiles
Digital presenceCrown Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crown Equipment leadership team
Management profileNumber of profiles
Crown Equipment funding detail
Funding detailFunding overview
Funding rounds5 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crown Equipment M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Crown Equipment
What does Crown Equipment do?
Crown Equipment Corporation manufactures and sells forklifts and material handling equipment for industrial and warehouse operations, including electric lift trucks and autonomous forklift systems. The company offers an integrated V-Power solution combining vehicles, batteries, and chargers to address lithium battery compatibility fragmentation, and participates in equipment rental alongside other major industry manufacturers.
Is Crown Equipment a public or private company?
Crown Equipment is a private company. It is classified as unknown and is currently operating.
When was Crown Equipment founded?
Crown Equipment was founded in 1981. It employs 5,001 to 10,000 people.
Where is Crown Equipment based?
Crown Equipment is headquartered in Auckland, New Zealand, in the Oceania region.
How does Crown Equipment make money?
Two revenue lines are on record. Forklift and Material Handling Equipment Sales are the primary driver. The others are equipment Rental Services.
Who are Crown Equipment's main competitors?
Direct peers on record are KION Group, Jungheinrich AG, Mitsubishi Logisnext, Toyota Material Handling (Toyota Industries) and Hyster-Yale Materials Handling. Emerging players are Seegrid Corporation, Hangcha Group and Daifuku. Broad incumbents are Manitou Group and Komatsu.
Does Crown Equipment have an API?
No public API is recorded for Crown Equipment.
What industry is Crown Equipment in?
Crown Equipment's product category is Material Handling Equipment. Its primary akta.pro industry code is IMAHABAA, Forklifts & Industrial Trucks (IC & Electric), with a secondary code of IMACAFAD, Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers). Its NAICS code is 333924 and its SIC code is 3537.