Hull Lift Truck, Inc.

What Hull Lift Truck, Inc. does

Hull Lift Truck, Inc. is a privately held regional material handling equipment dealer headquartered in Elkhart, Indiana, operating five branches across northern Indiana (Elkhart, Fort Wayne, South Bend) and western Michigan (Grand Rapids, Battle Creek). Founded by Ed Hull in 1962 (with predecessor activity from 1958), the company is the authorized Toyota Material Handling dealer for West Michigan and Northern Indiana, formalized in 1992 following Toyota's Columbus, Indiana plant build. The company carries 101-250 employees and was recognized with the 19-time Toyota President's Award, placing it in the top 3% of Toyota's U.S. dealer network.

Hull's offering spans the full material handling value chain: new and pre-owned equipment sales (forklifts, aerial lifts, sweepers/scrubbers, rough-terrain trucks, narrow-aisle equipment); short- and long-term rental with capacities up to 30,000 lbs; OEM and aftermarket parts distributed via physical branches and the MyToyota Store e-commerce channel; and tiered service contracts (interval maintenance, Performance Protection Plan, Performance Assurance Program fixed-fee managed maintenance) supported by mobile tire service trucks and battery/charger programs. A multi-brand portfolio (Toyota, Bendi, Drexel, Combilift, Hangcha, Hoist, Sellick, Skyjack, Genie, Nilfisk-Advance, Aichi, Landoll, plus tire partners) positions Hull as a one-stop solutions provider rather than a single-OEM franchise.

The business model combines transactional hardware sales, usage-based rental billing, recurring managed-service contracts, and fleet management programs (Hull Asset Management, MyInsights analytics) delivered through a regional dealer network with direct field sales and on-site service. Go-to-market is vertical-oriented across manufacturing, warehousing, cold/food storage, lumber, paper, freight, beverage, and retail. A 2022-built headquarters facility anchors recent capital reinvestment, and a Fleet Strategy Group partnership extends fleet management reach beyond Hull's owned geography.

Name

Hull Lift Truck, Inc.

Legal name

Hull Lift Truck, Inc.

Website

https://hulllifttruck.com

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

101–250 employees

Short description

Hull Lift Truck is a privately held regional dealer of forklifts, aerial lifts, and material handling equipment serving northern Indiana and western Michigan from five branches. Founded in 1962 as the Toyota Material Handling dealer for the territory, the company sells, rents, services, and manages fleets for manufacturing, warehousing, and distribution customers.

Ownership category

akta.pro rank

Product category

Material Handling Equipment Dealer

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)

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 industries

Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ), Cranes & Heavy Lifting Equipment Rental/Leasing (TLABAFAD)

Keywords

• Forklift sales service
• Material handling equipment
• Warehouse equipment rental
• Fleet management services
• Industrial equipment dealer

Headquarters

HQ city

Elkhart

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sales of new and pre-owned forklifts, aerial lifts, and material handling equipment from partnered manufacturers including Toyota, Bendi, Sellick, Skyjack, Drexel, Nilfisk-Advance, Genie, Hangcha, Hoist, and Combilift.
2. Equipment Rental: Short-term and long-term rental of forklifts and material handling equipment with daily, weekly, monthly, and seasonal options. Rental includes IC lift trucks, rough terrain lift trucks, electric lift trucks, sweepers & scrubbers, and aerial lifts with capacities up to 30,000 lbs.
3. Parts & Accessories: Sales of OEM replacement parts, batteries, chargers, and accessories for all material handling equipment brands. Provides expedited next-day delivery and online parts purchasing through MyToyota Store.
4. Service & Maintenance: Comprehensive service including repair service (time and material), interval maintenance, Performance Protection Plan (comprehensive maintenance), and Performance Assurance Program (turn-key maintenance with fixed monthly payment). Also includes mobile tire service and battery maintenance.
5. Fleet Management: Hull Asset Management and fleet management solutions including MyInsights analytics, asset listing, utilization analysis, expense history, 4-R analysis (Replace, Relocate, Retain, Retire), contract review, and goal setting. Partners with Fleet Strategy Group for multi-site programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Hull Lift Truck sells, rents, and services forklifts and material handling equipment across Indiana and Michigan through five dealer locations as the regional Toyota Material Handling dealer. Core offerings include new and pre-owned forklift and aerial lift sales, a multi-tier rental fleet with capacity up to 30,000 lbs, OEM parts and accessories, batteries and chargers, forklift attachments, mobile tire service, interval and comprehensive maintenance programs, and Hull Asset Management / MyInsights fleet management services for manufacturing, warehouse, distribution, and other industrial customers.

Product overview

Hull Lift Truck, Inc. is a Toyota Material Handling dealer for West Michigan and Northern Indiana, operating as a comprehensive material handling solutions provider. The company offers a multi-brand portfolio spanning Toyota, Nilfisk-Advance, Genie, Skyjack, Bendi, Drexel, Sellick, Hoist, Combilift, Hangcha, and Aichi equipment. The core offering consists of new and pre-owned forklift sales, equipment rental (IC lift trucks, electric lift trucks, rough terrain trucks, aerial lifts, sweepers & scrubbers with capacity up to 30,000 lbs), and full-service support including parts, batteries & chargers, mobile tire service, repair, and interval maintenance programs. The company also provides fleet management services through MyInsights and Hull Asset Management, along with specialized forklift attachments (sideshifters, fork positioners, paper clamps, rotators, fork extensions, carpet poles, and multiple pallet handlers). Products are organized across industry solutions including beverage, building materials, cold storage, food storage, freight, general manufacturing, general warehouse, lumber yard, paper, and retail.

Differentiator

Problem solved

Functional benefit

Products and services

• New Forklift and Material Handling Equipment Sales Sales of new forklifts and material handling equipment including Toyota Material Handling units (cushion and pneumatic IC trucks, reach trucks, multidirectional reach trucks, 80V pneumatic electric forklifts), Bendi narrow-aisle trucks, Drexel multidirectional units, Combilift sideloading/articulated forklifts, Hoist heavy-duty lift trucks, Hangcha forklifts, and Sellick specialty units for businesses in Indiana and Michigan.
• New Aerial Lift Equipment Sales Sales of new aerial lifts including Genie slab scissor lifts, Genie hybrid and Xtra Capacity telescopic boom lifts, Aichi vertical mast lifts, and Skyjack units, providing elevated work platforms for construction, maintenance, and warehouse applications.
• New Industrial Floor Cleaning Equipment Sales Sales of new Nilfisk-Advance industrial floor cleaning equipment including the SC401, SC450, and SC370 walk-behind automatic scrubbers and the Terra 28B walk-behind floor sweeper for commercial and industrial facilities.
• Pre-Owned Equipment Sales Sales of pre-owned forklifts and material handling equipment inspected and serviced by Hull Lift Truck for businesses seeking lower-cost equipment options.
• Equipment Rental Short-term and long-term rental of forklifts and material handling equipment with daily, weekly, monthly, and seasonal options, including IC lift trucks, rough terrain lift trucks, electric lift trucks, sweepers & scrubbers, and aerial lifts with capacities up to 30,000 lbs.
• Forklift Attachments Sale of forklift attachments including sideshifters, fork positioners, paper clamps, multiple pallet handlers, fork rotators, fork extensions, and carpet poles for handling specialized loads and applications.
• Batteries and Chargers Sale of flooded (wet cell), gel cell, AGM, and lithium-ion forklift batteries along with chargers and storage solutions, supported by expert guidance on selection and Power Studies for electric forklift fleets.
• OEM Parts and Accessories Sale of OEM replacement parts and accessories for all material handling equipment brands, available through walk-in, phone orders, and online ordering via the MyToyota Store with expedited next-day delivery (order before 2PM EST).
• Mobile Tire Service On-site tire service for cushion and solid pneumatic forklift tires using major brands including Camso, Superior Tire and Rubber Corp, Trelleborg, and Continental Tire, delivered via mobile tire trucks at customer facilities.
• Repair Service Time-and-material based repair service for material handling equipment, performed on-site at customer facilities or in-shop at Hull's service locations.
• Interval Maintenance Scheduled safety and operational inspections performed at 250-500 hours, 1,000 hours, and 2,000 hour service intervals to keep material handling equipment operational and safe.
• Performance Protection Plan Comprehensive interval maintenance program covering all safety and operational inspections per the manufacturer's recommended schedule for material handling equipment.
• Performance Assurance Program Turn-key maintenance and repair program managing equipment downtime via a fixed monthly payment per unit, providing predictable maintenance budgeting for fleet operators.
• Hull Asset Management (Fleet Management) Fleet management program covering purchase price, trade-in value, financing, maintenance, unplanned downtime, replacement of aging equipment, operator training, and administration/reporting analysis for material handling fleets.
• MyInsights Fleet Management Analytics

Quantifiable outcome

• Increased warehouse space by nearly 60% using narrow-aisle Bendi lift trucks
• +1 more outcomes

Named customers5 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered primary, core and minor.

• Toyota Material HandlingprimaryChannel Partner/ Reseller/ Distributor · 1 January 1992Hull is the Toyota Material Handling dealer for West Michigan and Northern Indiana. Toyota entered the North American forklift market over 50 years ago and has manufactured over 750,000 forklifts on U.S. soil. Hull has been an official Toyota partner since 1992 when Toyota built a new plant in Columbus, Indiana.
• BendicoreChannel Partner/ Reseller/ DistributorBendi forklifts are versatile, narrow-aisle forklifts designed for efficient material handling in tight spaces. They combine the functionality of a reach truck and a counterbalance forklift.
• SellickcoreChannel Partner/ Reseller/ DistributorSellick Equipment has been in business for over 50 years with consistent dedication to customer satisfaction. Offers products for specific customer applications with 24-hour parts delivery.
• SkyjackcoreChannel Partner/ Reseller/ DistributorSkyjack provides quality engineered, simple, and reliable access and material handling equipment globally. Products are designed to be easy to service and maintain.
• DrexelcoreChannel Partner/ Reseller/ DistributorDrexel forklifts are specialized narrow-aisle, multi-directional forklifts designed to maximize space utilization in tight warehouse environments. Can operate in aisles as narrow as 6 feet.
• Nilfisk-AdvancecoreChannel Partner/ Reseller/ DistributorFor over 100 years, Nilfisk-Advance (Advance) has been a leading supplier of innovative commercial and industrial floor cleaning equipment including scrubbers and sweepers.
• GeniecoreChannel Partner/ Reseller/ DistributorGenie provides material lifts and mobile elevating work platforms (MEWPs) including man-lifts, stick booms, articulated booms, scissor lifts and telehandlers. Founded in 1966.
• HangchacoreChannel Partner/ Reseller/ DistributorHangcha Group is a global full-line forklift manufacturer and the largest forklift exporter in China for 12 consecutive years. Ranked No. 8 among top material handling equipment manufacturers worldwide. HC Forklift America headquartered in Charlotte, NC.
• Hoist Material HandlingcoreChannel Partner/ Reseller/ DistributorHoist is a U.S. manufacturer of high-capacity lift trucks ranging from 7 to 57 tons. Products include heavy-duty cushion tire and pneumatic forklifts, container handlers, and reach stackers. Over 75% of materials are manufactured in-house in the USA.
• CombiliftcoreChannel Partner/ Reseller/ DistributorCombilift is the largest manufacturer of multidirectional, sideloading and articulated forklifts globally. Exports to more than 85 countries with over 80,000 trucks in use worldwide. Known for customization and adaptability.
• Fleet Strategy GroupminorStrategic or Co-development PartnerHull partners with Fleet Strategy Group for multi-site, regional or national fleet management programs, enabling customers to optimize fleet operations and contain costs.
• CamsominorChannel Partner/ Reseller/ DistributorTire manufacturer partnership for industrial forklift tires available through mobile tire service.
• Superior Tire and Rubber CorpminorChannel Partner/ Reseller/ DistributorTire manufacturer partnership for industrial forklift tires available through mobile tire service.
• TrelleborgminorChannel Partner/ Reseller/ DistributorTire manufacturer partnership for industrial forklift tires available through mobile tire service.
• Continental TireminorChannel Partner/ Reseller/ DistributorTire manufacturer partnership for industrial forklift tires available through mobile tire service.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Crown Equipment Corporation: Major forklift OEM competing with Toyota in the same dealer-customer relationships Hull serves. Comparable as an industrial truck manufacturer whose forklifts and warehouse equipment overlap directly with Hull's Toyota and electric lift truck offering.
• Raymond Corporation: Manufacturer of electric forklifts, reach trucks, and orderpickers competing in narrow-aisle and warehouse segments where Hull also sells Toyota, Bendi, and Drexel equipment. Comparable as a forklift OEM with overlapping product portfolio.
• Toyota Material Handling USA: The OEM whose products Hull distributes; the parent of the Toyota forklift brand that anchors Hull's portfolio. Comparable as the upstream manufacturer whose commercial terms, product allocation, and dealer-program decisions directly shape Hull's economics.
• Mitsubishi Logisnext Americas: Distributor of Cat, Mitsubishi, and UniCarriers forklifts in North America, competing with Hull's Toyota portfolio across nearly every forklift category. Comparable as a competing multi-brand lift truck dealer organization.
• Hyster-Yale Materials Handling: Manufacturer of Hyster and Yale brand forklifts and warehouse equipment, with a dealer network paralleling Hull's. Comparable as an industrial truck OEM whose products and dealer program structure closely mirror the relationship Hull has with Toyota.
• KION North America (Linde Material Handling): KION's Linde and Baoli brands compete head-to-head with Toyota material handling equipment across IC and electric lift trucks. Comparable as a competing forklift OEM with a comparable dealer-network distribution model.

Emerging players

• Big Joe Forklifts: Manufacturer of electric forklifts, pallet jacks, and autonomous vehicles competing for the same warehouse and last-mile customers. Comparable as an emerging player in electric and compact material handling equipment.
• Combilift: Manufacturer of multidirectional and side-loading forklifts (one of Hull's partnered brands) and a direct competitor in specialty material handling. Comparable as a partner-and-competitor in the narrow-aisle/space-optimization niche Hull sells into.

Direct peers

• ProLift Industrial Equipment: Toyota Material Handling dealer with locations across multiple US states, offering forklift sales, rental, parts, service, and fleet management. Comparable as the most direct peer in the Toyota Material Handling dealer network with the same product/service mix as Hull.
• Wiese USA: Multi-state material handling equipment dealer offering forklifts, aerial lifts, parts, service, and fleet management - the same business model as Hull. Comparable as a direct regional dealer peer with analogous Toyota/competitive brand portfolio and service-revenue strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hull-lift-truck-inc.

Revenue estimate

Valuation estimate

Number of profiles

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 Hull Lift Truck, Inc.