Heli Forklifts Nz Limited

What Heli Forklifts Nz Limited does

Heli Forklifts NZ Limited is the New Zealand distribution and service arm of China's Anhui HELI Co. Ltd, operating as a brand under Central Forklift Group Limited (a privately held, 100% Kiwi-owned entity within the Central Group of Companies). The company distributes a full spectrum of HELI-branded material handling equipment ranging from manual pallet jacks and electric stackers (0.6–1.3T) to electric, diesel, LPG, and petrol forklifts (1–10T), diesel rough terrain forklifts, heavy container handlers (12–46T), and electric tow tractors (2–30T). Equipment is offered in lithium-ion, lead-acid, and internal combustion variants, with proprietary HELI G2 and G3 series platforms featuring fast charging, IP67-rated electronics on heavy models, and intelligent safety systems (HLASS, face recognition start, OPS, fire suppression).

The business operates a multi-channel go-to-market model combining direct branch sales (Auckland, Wellington, Hamilton, Hutt Valley, Manawatu, Hawkes Bay), an expanding nationwide dealer/reseller network, and a direct-to-customer e-commerce platform (Heli Shop) for smaller equipment. Revenue is generated through one-time equipment sales, recurring rental/hire contracts with bundled maintenance, professional servicing and parts, and asset finance arranged through Central Group connections. The customer base spans warehouse and logistics operators, industrial and outdoor sites (construction, agriculture, mining), ports and heavy industry, and small business/retail — a horizontal segmentation approach with no publicly disclosed named anchor customers. The pricing surface ranges from NZ$495 manual pallet jacks to multi-year quote-based contracts on 12–46T heavy equipment, with all pricing in NZD plus GST.

Name

Heli Forklifts Nz Limited

Legal name

Central Forklift Group Limited

Website

https://heliforklifts.co.nz

Company type

Private

Operating status

Operating

Short description

Heli Forklifts NZ distributes HELI-brand material handling equipment in New Zealand, offering forklift sales, rental, maintenance, finance, and training through a nationwide dealer network and e-commerce platform, serving warehouse, industrial, port, and small business customers.

Ownership category

akta.pro rank

Product category

Material Handling Equipment

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810), Industrial Supplies Merchant Wholesalers (423840)

SIC

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

• Forklift sales
• Warehouse equipment
• Material handling
• Forklift rental
• Fleet management

Headquarters

HQ city

Taita

HQ country

New Zealand

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Forklift Sales: New and used forklifts sold directly through dealer network and online shop. Range includes electric, diesel, petrol, LPG, and heavy forklifts from 1T to 46T capacity.
2. Forklift Rental and Hire: Short-term and long-term forklift rental services throughout New Zealand. Includes fleet management programs, rental with service and maintenance built into hire rates.
3. Repair, Parts, and Maintenance: Servicing and maintenance services through Central Group network of branches and workshops. Includes genuine parts supply, scheduled maintenance programs, and emergency repairs.
4. Equipment Finance: Asset financing arranged through Central Group connections. Finance solutions for lifting equipment, light and heavy forklifts, and fleet replacements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Heli Forklifts NZ distributes HELI brand material handling equipment in New Zealand through a nationwide dealer network. The company sells new and used forklifts ranging from 0.6T to 46T capacity, including electric, lithium-ion, diesel, petrol, and LPG variants. It also offers short-term and long-term forklift rental with fleet management, 24/7 servicing and maintenance through the Central Group network, equipment finance, and operator training.

Product overview

Heli Forklifts NZ operates as a distributor of HELI brand material handling equipment in New Zealand, offering a comprehensive portfolio of forklift and warehouse equipment products and services. The product range includes electric pallet jacks and stackers (manual, electric, and lithium-ion variants), electric reach trucks and pantograph reach stackers for narrow aisle operations, electric order pickers, internal combustion forklifts (diesel, LPG, petrol) in K2/G3/H3 series from 1T-10T, diesel rough terrain forklifts for outdoor applications, heavy forklifts and container handlers (12T-46T), and tow tractors (2T-30T). Services include nationwide forklift hire and rental fleet management, 24/7 servicing and maintenance through the Central Group dealer network, equipment financing, and driver training. The company is part of Central Forklift Group Limited and serves customers through showrooms in Auckland and Wellington with branches throughout New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Electric Pallet Jacks (CBD15J-Li-3, CBD20J-Li-3, CBD20J-H) Electric pallet jacks with 1.5 to 2 tonne capacity, available in lithium-ion and wet cell battery variants. Designed for warehouse and logistics operations requiring ergonomic handling with safety features.
• Manual Pallet Jacks (ANPJACKPU Series) 2.5 tonne capacity manual pallet jacks available in 2-way, 4-way, and wide fork configurations for various pallet handling needs.
• Electric Pallet Stackers (CDD06, CDD13) Electric walkie stackers with capacities from 0.6 to 1.3 tonnes featuring adjustable legs, side driving handles, and regenerative braking.
• Electric Pantograph Reach Stacker CQD15H-21J 1.5 tonne capacity electric reach stacker with scissor-reach mechanism for double-deep racking, lithium-ion battery, and moonwalk function for narrow aisles.
• Electric Reach Trucks (CQD14-CQD25) Lithium-ion electric reach trucks with 1-2.5 tonne capacities, narrow aisle design, moving mast technology, and opportunity charging for extended run times.
• Electric Order Pickers (OPSM, OPL10 Series) Stand-on electric order pickers with 90kg to 1 tonne capacities, elevated picking up to 2.7m, adjustable trays, and safety features for high rack operations.
• Diesel/LPG/Petrol Forklifts (1T-10T) Internal combustion forklifts available in K2, G3, and H3 series with diesel, LPG, and petrol options ranging from 1 to 10 tonne capacities for various industrial applications.
• Diesel Rough Terrain Forklifts 4WD all-terrain forklifts with 2-3.5 tonne capacity, 300mm ground clearance, differential locks, and off-road pneumatic tires for construction, farming, and mining sites.
• Heavy Forklifts (12T-46T) and Container Handlers Heavy-duty forklifts and container handlers with 12 to 46 tonne capacities for ports, logistics hubs, and manufacturing facilities, available in diesel and lithium-ion options.
• Tow Tractors (2T-30T) Electric and diesel tow tractors with 2 to 30 tonne towing capacities for automotive, logistics, and industrial applications with ergonomic cabin options.
• HELI G2 Series Lithium-Ion Electric Forklifts New lithium-ion forklifts combining operational performance with compact structure. Fast charging in 2 hours, environmentally friendly with low emissions and noise. Comparable to internal combustion forklifts.
• Forklift Hire and Rental Services Short-term and long-term forklift rental with nationwide dealer network covering Auckland, Wellington, Hamilton, and other NZ locations. Includes fleet management programs with service and maintenance built into hire rates.
• Forklift Servicing and Maintenance 24/7 repairs, planned maintenance programs, fleet management systems, and genuine parts through Central Group network of branches and dealers.
• Equipment Finance Asset finance solutions through Central Group of companies with low/no deposit options and seasonal payment structures for material handling equipment.

Quantifiable outcome

• Reduced fuel costs with lithium-ion electric forklifts compared to internal combustion alternatives
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Anhui HELI Co. Ltd (Parent Brand)coreStrategic or Co-development Partner · 1 January 2006In 2006, Central Group recognized HELI's innovation and partnered to bring quality HELI machines to New Zealand, giving NZ businesses another choice for lifting machinery. HELI is China's first listed forklift company (Shanghai Stock Exchange 1996), world top 10 industrial vehicle manufacturer since 2006, with 512 products with independent intellectual property rights.
• Central Group of Companies (Parent)coreOthersHeli Forklifts NZ is Part of the Central Group of Companies. The group includes Central Forklift Group, Fowlers Machinery, and associated businesses providing combined 30+ years of industry experience. Parent company provides finance team, transport services, and driver training capabilities.
• Fowlers Machinery (Sister Company)coreStrategic or Co-development PartnerMitch Watts started with Fowlers Machinery in August 2018 as a sales cadet. When purchasing a Heli forklift, customers gain access to the entire support team including Fowlers Machinery and Central Group forklift teams with combined 30+ years of experience.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Toyota Material Handling New Zealand: Direct competitor operating the Toyota and Raymond forklift brands across New Zealand with full sales, hire, and service capabilities. Toyota is the global market leader in forklifts and the incumbent brand most NZ customers default to, making this the most direct head-to-head competitor for Heli NZ.
• Cat Lift Trucks New Zealand: Cat Lift Trucks (distributed by accredited dealers) competes in diesel and heavy forklift categories including container handlers. Overlaps with Heli NZ's 12-46T heavy forklift and rough terrain offerings for ports, mining, and construction customers.
• Crown Equipment New Zealand: Crown specializes in electric forklifts, reach trucks, and warehouse equipment — directly overlapping Heli NZ's lithium-ion and reach truck product lines. Strong in retail distribution and narrow-aisle warehouse applications, competing for similar customer use cases.
• Jungheinrich New Zealand: German intralogistics specialist with NZ presence offering electric forklifts, reach trucks, and order pickers. Competes in the same premium warehouse and DC segments as Heli NZ, with comparable product breadth in the electric category.
• Doosan Industrial Vehicles: Korean OEM with strong IC forklift portfolio distributed globally including in Australasia. Competes with HELI on price-value positioning in mid-capacity IC forklifts, particularly in construction and industrial segments.
• Linde Material Handling New Zealand: KION Group's Linde brand competes head-to-head with HELI in electric and IC forklift categories in NZ. Linde's strong European engineering reputation and established dealer footprint make it a primary competitor in warehouse, retail DC, and manufacturing segments that Heli NZ targets.
• Hyster-Yale New Zealand: Hyster and Yale brand forklifts are distributed through NZ dealer networks with full range coverage including heavy container handlers. Directly comparable to Heli NZ's 12-46T heavy forklift range and competes for port, logistics, and industrial accounts.

Broad incumbents

• Anhui HELI Co. Ltd: Parent manufacturer of the HELI brand distributed by Heli NZ. Relevant for understanding product roadmap, supply continuity, and the broader manufacturer's competitive positioning in global markets where Heli NZ operates.

Regional players

• Adaptalift Group: Australian and New Zealand material handling equipment distributor representing multiple brands. Direct competitor in NZ with similar multi-brand distribution model and service network, and provides a cross-Tasman comparison for distributor economics.

Emerging players

• Manitou New Zealand: French OEM of telehandlers, rough terrain forklifts, and material handling equipment with NZ distribution. Comparable as a specialized competitor in the rough-terrain and telehandler categories where Heli NZ's 4WD rough terrain forklifts compete.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heliforkliftnewzealand

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Heli Forklifts Nz Limited