ProLift Toyota Material Handling

What ProLift Toyota Material Handling does

ProLift Toyota Material Handling is a full-service material handling equipment dealership and wholly owned subsidiary of Toyota Material Handling, headquartered in Louisville, Kentucky, and operating across Kentucky, Indiana, Ohio, West Virginia, with service reach into Illinois and Michigan. Founded in 1978 as Louisville Lift Truck, the company became an authorized Toyota forklift dealer in 1983 and was acquired by Toyota Material Handling in 2007, subsequently being designated a Top Equity Dealer. ProLift rebranded under its current name in 2019 and operates 11 physical locations supported by over 700 associates, including more than 350 certified service technicians. Its operations span equipment sales, service and repair, parts and accessories, warehouse solutions, safety training, financing, and fleet management for customers in warehousing, manufacturing, cold storage, lumber, steel, food and beverage, and large multi-location enterprise fleets.

The company's core product portfolio centers on Toyota forklifts across internal combustion cushion tire, internal combustion pneumatic tire, electric, and heavy duty/large capacity configurations, complemented by specialty forklifts (Aisle Master, Combilift, Steinbock), aerial lifts (Scissor, Boom, Telehandler), PowerBoss industrial cleaning equipment, Taylor-Dunn utility vehicles, and TICO terminal tractors. It also distributes third-party automation products (Automated Forklifts, Automated Tow Tractors, Automated Utility Vehicles, Automated Industrial Cleaning Equipment) via a partnership with Bastian Solutions. Service differentiation rests on the Toyota Material Handling Master Technician Program (Bronze through Platinum certifications), a 4-hour response guarantee, 24/7 emergency service, four tiered maintenance programs, warranty programs on used equipment (Gold 6-month, Bronze 3-month, Work Ready 30-day), and Toyota Lean Management consulting based on the Toyota Production System.

The business model combines one-time equipment sales (new, used, rental) with recurring service revenue (maintenance contracts, repair, fleet management subscriptions) and complementary financing (leasing, ownership, rental purchase, MyToyota credit card). Pricing is quote-based with no public list pricing. Go-to-market is field-sales-led across a regional territory, with inside-sales qualification, a dedicated Major Accounts team for enterprise fleet customers, an e-commerce parts catalog for SMB/individual buyers, and an after-market consultant layer for ongoing maintenance programs. Customer acquisition is supported by website/SEO, social, email, referral, community engagement (Susan G. Komen, ELEVATE Women's Impact Network), and association with Toyota brand events.

Name

ProLift Toyota Material Handling

Legal name

Toyota Material Handling Midwest, Inc.

Website

https://prolifttoyota.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

101–250 employees

Short description

ProLift Toyota Material Handling is a full-service Toyota-affiliated material handling dealership operating 11 locations across KY, IN, OH, and WV, selling forklifts, aerial lifts, warehouse solutions, and automation products while providing certified service, parts, training, and financing to warehousing, manufacturing, and large enterprise fleet customers.

Ownership category

akta.pro rank

Product category

Material Handling Equipment Dealership

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Material Handling Equipment Manufacturing (33392)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Construction Machinery & Equip (3531), Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)

akta.pro secondary industries

Aerial Work Platform & Access Equipment Vehicle Manufacturing (Boom/Scissor Lifts) (IMACAFAG), Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ)

Keywords

• Material handling equipment
• Forklift sales service
• Warehouse solutions design
• Aerial lift equipment
• Industrial equipment dealership

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Equipment Sales: New, used, and rental forklift and material handling equipment sales across multiple product categories including forklifts, aerial lifts, industrial cleaning equipment, utility vehicles, and terminal tractors
2. Service and Repair: Forklift service, dock and door service, battery service with over 350 certified technicians providing maintenance and repairs on all makes and models
3. Parts and Accessories: Toyota Genuine Parts and OEM replacement parts, aftermarket parts, forklift attachments, industrial batteries, and forklift tires
4. Warehouse Solutions: Pallet racking, dock and door equipment, mezzanines, modular offices, energy products, and warehouse design services
5. Safety Training: Forklift safety training, aerial lift safety training, skid steer safety training, multidirectional forklift safety training, and training materials
6. Financing Services: Leasing, ownership, rental purchase options, and MyToyota credit card financing solutions
7. Fleet Management: Fleet management solutions including technology tools to monitor usage and maintenance needs

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

ProLift Toyota Material Handling is a full-service material handling equipment dealership that sells new and used Toyota, Combilift, Aisle Master, Steinbock, Snorkel, Genie, PowerBoss, Taylor-Dunn, and TICO branded forklifts, aerial lifts, specialty forklifts, automated guided vehicles, industrial cleaning equipment, utility vehicles, and terminal tractors. The company bundles these products with operator safety training, scheduled maintenance and repair programs, OEM and aftermarket parts, fleet management, warehouse layout and racking solutions, equipment financing and rental, and Toyota Lean Management consulting across Kentucky, Indiana, Ohio, West Virginia, and parts of Illinois and Michigan.

Product overview

ProLift Toyota Material Handling is a full-service material handling equipment dealer offering a comprehensive portfolio of products and services. The core offering includes Toyota forklifts across multiple configurations (internal combustion cushion tire, internal combustion pneumatic tire, electric, and heavy duty/large capacity), complemented by specialty forklifts (Aisle Master, Combilift, Steinbock), automated guided vehicles, aerial lifts (Scissor Lifts, Boom Lifts, Telehandlers, etc.), industrial cleaning equipment (PowerBoss brand), utility vehicles (Taylor-Dunn), and terminal tractors (TICO). Beyond equipment sales, ProLift provides a full suite of services including maintenance programs, fleet management, safety training, warehouse solutions (pallet racking, mezzanines, dock equipment), Toyota Lean Management consulting, equipment rental, used equipment sales with warranties, and financing options. The company operates as a single unified dealer network rather than a software platform, with no API or AI capabilities documented.

Differentiator

Problem solved

Functional benefit

Brands

• ELEVATE - Women's Impact Network: Women's Impact Network striving to position ProLift Toyota Material Handling as the employer of choice for women, providing resources for inclusion, growth and development.

Products and services

• New Material Handling Equipment Sales Sales of new Toyota forklifts (internal combustion cushion tire, internal combustion pneumatic tire, electric, heavy duty and large capacity), plus specialty forklifts from Aisle Master, Combilift, and Steinbock, aerial lifts from Snorkel and Genie, automated guided vehicles, PowerBoss industrial cleaning equipment, Taylor-Dunn utility vehicles, and TICO terminal tractors for industrial and warehouse buyers.
• Used Forklift Sales Pre-owned forklift sales with tiered warranty options (Gold 6-month, Bronze 3-month, Work Ready 30-day), a 30-day exchange guarantee, and as-is and wholesale options for buyers seeking lower-priced material handling equipment.
• Equipment Rental Daily, weekly, and monthly rental of forklifts up to 125,000 lbs, specialty forklifts, aerial lifts, industrial cleaning equipment, and terminal tractors for customers needing flexible short- or long-term equipment access.
• Maintenance and Repair Services Four scheduled maintenance programs plus forklift service, dock and door service, battery service, forklift rebuild, and a 4-hour response guarantee (first hour of labor free if missed) with 24/7 emergency service, delivered by over 350 certified technicians trained through the Toyota Master Technician program.
• Parts and Accessories Toyota Genuine Parts and OEM replacement parts, aftermarket parts, forklift attachments, industrial batteries, and forklift tires available through the dealership and an online parts catalog for all makes and models.
• Fleet Management Fleet management services and technology tools that monitor equipment usage, maintenance needs, and operational impacts for customers running multi-unit material handling fleets.
• Forklift and Equipment Operator Safety Training OSHA-aligned safety training classes covering forklift operation, aerial lift safety, skid steer safety, multidirectional forklift safety, train-the-trainer classes, ProLift-site classes, and training materials for operators and safety personnel.
• Warehouse Solutions Warehouse layout, pallet racking design and installation, dock and door equipment, mezzanines, modular offices, and energy products with CAD drawings and site visits to optimize storage capacity and throughput.
• Equipment Financing Solutions Equipment financing including leasing, ownership, rental purchase options, and MyToyota credit card solutions for acquiring new or used material handling equipment.
• Toyota Lean Management Consulting Lean management consulting based on the Toyota Production System (TPS) / Toyota Lean Management (TLM) methodology to eliminate waste and improve efficiency across customer operations.

Quantifiable outcome

• 4-hour response time guarantee or first hour of labor is free
• +3 more outcomes

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered strategic, minor, core and standard.

• Susan G. KomenstrategicStrategic or Co-development Partner · 1 January 2024Breast cancer awareness charity partnership; ProLift won pink forklift auction and donates portion of pink forklift rental fees to Susan G. Komen; supports research, treatments, and direct patient assistance for breast cancer patients
• EnersysminorGTM or Marketing Partner · 1 January 2024Industrial battery manufacturer; donated industrial battery for pink forklift upon learning ProLift won the auction
• Toyota Material HandlingcoreChannel Partner/ Reseller/ DistributorToyota authorized forklift dealer since 1983; acquired by Toyota Material Handling in 2007 becoming a Top Equity Dealer; rebranded as ProLift Toyota Material Handling in 2019; offers full lineup of Toyota forklifts including internal combustion cushion tire, internal combustion pneumatic tire, electric, heavy duty and large capacity, and automated guided vehicles
• CombiliftcoreChannel Partner/ Reseller/ DistributorSpecialty forklift manufacturer offering multidirectional forklifts; ProLift carries Combilift products for narrow aisle and specialized applications
• Aisle MastercoreChannel Partner/ Reseller/ DistributorVery narrow aisle forklift manufacturer; ProLift offers Aisle Master products for warehouse space optimization
• SnorkelstandardChannel Partner/ Reseller/ DistributorAerial lift manufacturer; ProLift carries Snorkel scissor lifts, boom lifts, and other aerial equipment
• GeniestandardChannel Partner/ Reseller/ DistributorAerial lift manufacturer; ProLift carries Genie aerial lift products
• PowerBosscoreChannel Partner/ Reseller/ DistributorIndustrial cleaning equipment manufacturer; ProLift offers PowerBoss combination sweeper scrubbers, rider scrubbers, rider sweepers, walk-behind equipment, and autonomous floor care; also provides automated industrial cleaning equipment
• Taylor-DunnstandardChannel Partner/ Reseller/ DistributorUtility vehicle manufacturer; ProLift offers Taylor-Dunn burden carriers, utility carts, personnel carriers, stockchasers, and tow tractors
• TICOcoreChannel Partner/ Reseller/ DistributorTerminal tractor manufacturer; ProLift offers TICO Pro-Spotter EV, Pro-Spotter Tandem, and Pro-Spotter terminal tractors
• Bastian SolutionsstandardTechnology or IntegrationAutomation solutions provider; ProLift offers automated guided vehicles in partnership with Bastian Solutions
• SteinbockstandardChannel Partner/ Reseller/ DistributorMultidirectional and narrow aisle forklift manufacturer; ProLift carries Steinbock products for specialized applications

Scale indicators5 records

Recent moves16 records

Expansion highlights6 records

Direct peers

• MH Equipment: One of the largest Toyota Material Handling dealers in the U.S., also a full-service material handling dealership (sales, service, parts, training, rentals) with multiple Midwest/Florida locations. Direct competitor to ProLift in overlapping geographies.
• Equipment Depot: Large multi-brand material handling, aerial lift, and crane dealership network across the U.S. Operating as a dealership peer to ProLift, selling forklifts from multiple brands along with parts, service, and rentals.

Broad incumbents

• Crown Equipment Corporation: Major fork lift and material handling equipment OEM with a direct-to-customer sales/service model. Competes with ProLift via its direct dealer presence and full product line of forklifts, reach trucks, and warehouse automation.
• The Raymond Corporation: Major forklift OEM (forklifts, reach trucks, pallet jacks, AGVs/automated solutions) that sells via a dedicated direct dealer network — directly competes with ProLift's product portfolio and warehouse automation offerings.
• Hyster-Yale Materials Handling: Manufacturer of Hyster and Yale forklifts, container handling equipment and related material handling solutions; competes with ProLift's full forklift and warehouse equipment portfolio in dealer/commercial channels.
• KION Group (Linde Material Handling, STILL): Global material handling OEM with Linde and STILL forklift brands and integrated automation solutions. Competes head-to-head with ProLift in industrial trucks and warehouse automation sales.
• Jungheinrich: German-based intralogistics company supplying forklifts, pallet trucks, racking, and warehouse automation. Directly competes with ProLift's Toyota line, AGV offerings, and Warehouse Solutions division.

Emerging players

• Bastian Solutions: Material handling automation integrator partnering with ProLift on AGVs. Competes with ProLift's automation offerings on warehouse automation projects while being a partner on equipment sales — a hybrid competitor/channel partner relationship.

Regional players

• Bigge Crane and Rigging: Material handling equipment dealer/distributor of forklifts, aerial lifts, and cranes across select regions of the U.S. Comparable dealership model to ProLift with overlapping product categories though different geographic focus.

Others

• Yale Industrial Trucks: Forklift/truck brand within Hyster-Yale's portfolio. Indirect overlap with ProLift's product mix via competitor OEMs operating through their own dealer networks in ProLift's territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/prolift
• YouTubeyoutube.com/@prolifttoyota/videos
• Facebookfacebook.com/ProLiftToyota
• LinkedInlinkedin.com/company/prolift-toyota

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ProLift Toyota Material Handling