Bell Fork Lift
Bell Fork Lift, Inc. is a family-owned Michigan material handling equipment dealership (founded 1972) operating across five locations as an authorized Toyota forklift dealer, offering new and used equipment sales, rentals, service, parts, training, and warehouse solutions to warehousing, manufacturing, and construction customers.
- Company typePrivate
- Founded1972
- HeadquartersClinton, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Bell Fork Lift does
Bell Fork Lift, Inc. is a family-owned, Michigan-based material handling equipment dealership founded in 1972 by Wayne Bell and headquartered in Clinton Township. Operating across five Michigan locations (Clinton Township, Detroit, Novi, Birch Run, Gaylord) with 100+ employees, the company functions primarily as an authorized Toyota forklift dealer (dealer code 70200) while also distributing Genie, Mariotti, Columbia, Snorkel/Xtreme, Steinbock, Wiggins, Tennant, and Flexi equipment. The product range spans 800 lb to 100,000 lb capacity forklifts, aerial lifts, scissor lifts, telehandlers, automated guided vehicles (AGVs), batteries, and floor care equipment, covering warehousing, manufacturing, construction, marina, cold storage, aviation, and healthcare end-markets.
Revenue is generated across eight discrete streams: new equipment sales, pre-owned equipment sales, equipment rentals (short- and long-term), service and repair (four full-service branches plus 45 radio-dispatched mobile vans), parts (Toyota OEM and aftermarket, over $1 million in inventory), tire sales and mobile tire service (4,000+ tires in stock, the largest Midwest inventory), OSHA-approved operator training ($150/person for individual classes), and warehouse design consulting via the Toyota Advanced Logistics (TAL) partnership. Pricing is predominantly quote-based for equipment and service, with transparent fixed pricing on select new equipment specials and training.
The business is led by second-generation CEO Robert Bell alongside other family members across the second and third generations, with no disclosed external or institutional ownership. The dealership has earned Toyota's President's Award, multiple Service Excellence Awards, ASEC certification, and ISO 9001:2015 certification, placing it among the top tier of North American Toyota material handling dealers. The go-to-market combines direct field sales across five branches, phone/online quoting, OEM channel referrals through Toyota and Genie, and a digital presence anchored on bellforklift.com with localized SEO and content marketing.
Bell Fork Lift firmographics
Firmographics- Name
- Bell Fork Lift
- Legal name
- Bell Fork Lift, Inc.
- Website
- https://bellforklift.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Bell Fork Lift, Inc. is a family-owned Michigan material handling equipment dealership (founded 1972) operating across five locations as an authorized Toyota forklift dealer, offering new and used equipment sales, rentals, service, parts, training, and warehouse solutions to warehousing, manufacturing, and construction customers.
- Ownership category
- akta.pro rank
Bell Fork Lift industry classification
Industry- Product category
- Material Handling Equipment Dealership & Services
- NAICS
- Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Material Handling Equipment Manufacturing (33392)
- SIC
- Industrial Trucks, Tractors, Trailors & Stackers (3537), Wholesale-Industrial Machinery & Equipment (5084)
- 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 Bell Fork Lift is headquartered
LocationHeadquarters
- HQ city
- Clinton
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Bell Fork Lift business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- New Equipment Sales: Sales of new forklifts and material handling equipment from Toyota, Genie, Mariotti, Columbia, Snorkel/Xtreme, Steinbock, Wiggins, and other brands. Equipment ranges from 3,000 lb to 100,000 lb capacity forklifts, aerial lifts, scissor lifts, telehandlers, automated guided vehicles (AGVs), and batteries.
- Pre-Owned Equipment Sales: Sales of used, quality forklift trucks and material handling equipment at competitive prices. Large inventory featuring Toyota forklifts and hundreds of pre-owned equipment options.
- Equipment Rentals: Short-term and long-term forklift and equipment rentals including propane, diesel, and electric forklifts with capacities from 800 to 100,000 lbs. Also offers aerial equipment rentals (articulating booms, scissor lifts, telehandlers) and floor scrubbers.
- Service & Repair: Full-service maintenance and repair for all forklift makes and models. Four full-service locations with certified technicians, 45 radio-dispatched service vans, and complete engine, hydraulic, transmission, and cooling system facilities on premises. Planned Maintenance (PM) programs available.
- Parts Sales: Sales of Toyota OEM parts and aftermarket parts for most forklift makes and models. Parts inventory exceeds $1 million in value including tires, forks, seats, batteries, chargers, rebuilt engines, pallet jacks, hydraulic hoses, and safety equipment. Same-day pickup or same-day shipping before 3pm.
- Tire Sales & Service: Forklift tire sales and on/off site tire service. Over 4,000 tires in stock with the largest material handling tire inventory in the Midwest. Mobile service with state-of-the-art mobile rigs and in-house tire presses at Clinton Township facility.
- Forklift Training: OSHA-approved forklift operator training programs including forklift, aerial lift, individual, group, train-the-trainer, and specialty certifications. Individual classes held at training facility for $150 per person. Onsite and off-site instruction throughout Eastern Michigan and the Midwest.
- Warehouse Solutions: Warehouse design and layout optimization services including free onsite site evaluations, capacity improvement assessments, and workflow analysis. Also includes Toyota Advanced Logistics (TAL) integration services for supply chain optimization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Individual Forklift Certification Class |
| One time/ perpetual license | Pay-as-you-go | Toyota Electric Walkie Pallet Jack |
| One time/ perpetual license | Pay-as-you-go | Tora-Max Straddle Stacker |
| One time/ perpetual license | Pay-as-you-go | Columbia Stockchaser |
| One time/ perpetual license | Pay-as-you-go | Snorkel S3013 Mini Scissor Lift |
| One time/ perpetual license | Pay-as-you-go | Snorkel S3219 Plus |
| One time/ perpetual license | Pay-as-you-go | Snorkel S3226E |
| One time/ perpetual license | Pay-as-you-go | Genie GS-2632E |
| One time/ perpetual license | Pay-as-you-go | Toyota Large IC Pneumatic Forklift |
| One time/ perpetual license | Pay-as-you-go | Toyota OEM Parts |
| One time/ perpetual license | Pay-as-you-go | Aftermarket Parts |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Bell Fork Lift product offering
Product offeringCore offering
Bell Fork Lift is a full-service material handling equipment dealership selling new and pre-owned forklifts, aerial lifts, and related equipment (anchored by its authorized Toyota dealership), supplemented by short- and long-term rentals, maintenance and repair service, parts, tires, OSHA-approved operator training, and warehouse design/advanced logistics consulting across five Michigan locations.
Product overview
Bell Forklift operates as a full-service material handling dealership offering new equipment sales (primarily as a Toyota dealer), pre-owned equipment, rentals, service, parts, tires, training, and warehouse solutions across five locations in Michigan. The core offering centers on Toyota forklifts (the #1 selling U.S. brand since 2002) supplemented by a portfolio of partner brands including Genie aerial lifts, Mariotti compact forklifts, Columbia electric utility vehicles, Snorkel/Xtreme lifts and telehandlers, Steinbock turret trucks, Wiggins lifts, Tennant scrubbers/sweepers, and Flexi narrow aisle forklifts. Services include full-service repair, parts supply exceeding $1 million in inventory, tire service with 4,000+ tires in stock, OSHA-approved operator training, and warehouse design consulting through Toyota Advanced Logistics. AGVs and automated guided carts from Toyota round out the automation-focused product line.
Differentiator
Problem solved
Functional benefit
Products and services
- New Toyota Forklifts and Material Handling Equipment
Quantifiable outcome
- Top 25 of ~230 Toyota dealerships in the country
- +5 more outcomes
Companies that use Bell Fork Lift
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles3 records
Bell Fork Lift technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bell Fork Lift partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Toyota (Toyota Industrial Equipment / Toyota Material Handling)coreBell Fork Lift is an authorized Toyota forklift dealer (dealer code 70200) selling Toyota's complete line of forklifts, automated guided vehicles, and material handling solutions. Earned Toyota's highest dealer honor - the President's Award - and holds Toyota After Sales Service Evaluation & Certification (ASEC). Also listed on Toyota's official dealer store at shop.toyotaforklift.com.
- Genie (Terex)coreBell Fork Lift is a Genie rental and retail dealer in Eastern Michigan offering the complete line of Genie aerial lifts including material lifts, aerial work platforms, scissor lifts, boom lifts, telehandlers, and towable lifts.
- MariotticoreAuthorized Mariotti compact forklift dealer. Mariotti's range of three-wheel counterbalanced electric trucks and compact forklifts are designed to operate in confined spaces where conventional forklift trucks cannot be used. Bell offers the full Mariotti lineup including MINI, MYCROS, ME, and MX series.
- Snorkel / Xtreme ManufacturingcoreBell Fork Lift is a dealer for both Snorkel aerial lifts and Xtreme Manufacturing telehandlers. Xtreme Manufacturing is a leading name in heavy-duty telehandlers for construction, oil & gas, mining, and industrial applications. Snorkel is a globally recognized leader in aerial lift solutions.
- SteinbockcoreAuthorized Steinbock dealer specializing in turret trucks for very narrow aisle (VNA) applications. Steinbock EK series (EK 1100, EK 1200, EK 1300, EK 1350, EK 1500, EK 2000) is built to maximize warehouse efficiency with high lift heights and precise load handling for high-rack warehouses and distribution centers.
- Wiggins LiftminorWiggins Lift dealer. Wiggins is the world leader in boat-handling for dry-stack marina storage and produces material handling machines for military applications designed for full operation in heavy seas on US Navy Littoral Combat Ships. Bell also offers Marina Bull, Marina E-Bull, Yard Bull, and Yard E-Bull models.
- Columbia Electric Utility VehiclesminorColumbia Electric Utility Vehicles dealer. Columbia vehicles are designed for manufacturing, warehouse storage & distribution, airports & aviation, hospitals, and large campuses. Bell offers the Columbia Stockchaser burden carrier.
- TennantminorTennant sweepers and scrubbers dealer offering superior cleaning results with cost-efficient designs for maximum productivity. Industrial floor scrubbers help eliminate spills, dust, dirt, and debris from warehouse floors with up to 70% reduction in water consumption and disposal.
- Toyota Advanced Logistics (TAL)minorToyota Advanced Logistics integration for Eastern Michigan customers. TAL creates real-world solutions integrating Toyota forklifts with advanced logistics for supply chain optimization, warehouse design, and advanced product tracking.
- FleximinorBell Fork Lift is a supporting partner of Flexi narrow aisle forklift. Flexi's unique design allows for more pallet storage than other forklift types and optimizes storage capabilities.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Bell Fork Lift competitors and assessment
Company assessmentBroad incumbents
- Hyster-Yale Materials Handling: Hyster-Yale owns the Hyster and Yale forklift brands and operates a global dealer network. Comparable as a major forklift OEM and direct competitor in industrial truck categories that Bell sells.
- KION Group / Linde Material Handling: KION owns Linde Material Handling and other forklift brands, with a strong U.S. dealer footprint. Comparable as a broad incumbent forklift OEM operating in the same categories Bell serves.
- Mitsubishi Logisnext Americas: Mitsubishi Logisnext (Cat Lift Trucks, Mitsubishi Forklift Trucks, UniCarriers) is a major North American forklift OEM with its own dealer network. Comparable as a forklift OEM incumbent competing with Toyota and Bell in industrial trucks.
- The Raymond Corporation: Raymond is a leading U.S. material handling OEM specializing in lift trucks, reach trucks, and order pickers, with a direct dealer and integrator network. Comparable as an incumbent serving overlapping end markets with Bell.
- Crown Equipment Corporation: Crown is one of the top U.S. material handling OEMs (forklifts, reach trucks, order pickers) with a direct dealer network. Comparable as a forklift manufacturer and dealer-network competitor in the same product category as Bell.
- Jungheinrich: Jungheinrich is a global intralogistics OEM with forklifts, AGVs, and warehouse systems sold through direct and dealer channels in North America. Comparable as a forklift/warehouse automation incumbent competing in Bell's categories.
- Toyota Material Handling USA (TMHU): Toyota Material Handling is the parent OEM for Bell's primary brand and oversees the ~230-dealer North American network. Comparable as the dominant U.S. forklift manufacturer whose dealer program includes Bell.
Emerging players
- Big Joe Forklifts: Big Joe is a growing independent material handling OEM and dealer-network operator focused on electric forklifts, pallet jacks, and warehouse equipment. Comparable as an emerging player in the same product categories that Bell sells and services.
Direct peers
- Material Handling Systems, Inc. (MHS): MHS is a material handling integrator offering equipment, automation, and warehouse design across multiple OEM brands — closely mirroring Bell's full-service dealer/integrator model with Toyota and other partner lines.
- RiW Material Handling (a Toyota dealer): RiW Material Handling (formerly Rhino-Industrial) is an authorized Toyota forklift dealer offering sales, service, parts, and rentals in a defined U.S. territory — a directly comparable peer competing for the same Toyota dealer economics as Bell.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bell Fork Lift social profiles
Digital presenceBell Fork Lift compliance and trust
Trust signalCompliance4 records
Bell Fork Lift financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bell Fork Lift leadership team
Management profileNumber of profiles
Profiles1 record
Bell Fork Lift funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bell Fork Lift 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 Bell Fork Lift
What does Bell Fork Lift do?
Bell Fork Lift is a full-service material handling equipment dealership selling new and pre-owned forklifts, aerial lifts, and related equipment (anchored by its authorized Toyota dealership), supplemented by short- and long-term rentals, maintenance and repair service, parts, tires, OSHA-approved operator training, and warehouse design/advanced logistics consulting across five Michigan locations.
Is Bell Fork Lift a public or private company?
Bell Fork Lift is a private company. It is classified as family owned and is currently operating.
When was Bell Fork Lift founded?
Bell Fork Lift was founded in 1972. It employs 51 to 100 people.
Where is Bell Fork Lift based?
Bell Fork Lift is headquartered in Clinton, United States, in the North America region.
How does Bell Fork Lift make money?
Eight revenue lines are on record. New Equipment Sales are the primary driver. The others are pre-Owned Equipment Sales, equipment Rentals, service & Repair, parts Sales, tire Sales & Service, forklift Training and warehouse Solutions.
Who are Bell Fork Lift's main competitors?
Broad incumbents on record are Hyster-Yale Materials Handling, KION Group / Linde Material Handling, Mitsubishi Logisnext Americas, The Raymond Corporation, Crown Equipment Corporation, Jungheinrich and Toyota Material Handling USA (TMHU). Big Joe Forklifts is listed as an emerging player. Direct peers are Material Handling Systems, Inc. (MHS) and RiW Material Handling (a Toyota dealer).
Does Bell Fork Lift have an API?
No public API is recorded for Bell Fork Lift.
What industry is Bell Fork Lift in?
Bell Fork Lift's product category is Material Handling Equipment Dealership & Services. 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.