Branding in the Lift Industry

Hello to everyone,

Nowadays, lifts, as everyone is used to, are known for their speeds. The logic is that whoever manufactures the fastest one wins and ranks at the top. Companies manufacturing these lifts are naturally the ones whose brands stand out the most.

In general, we do not see many companies other than the ones defined as the four giants — Otis, Schindler, KONE and TK Elevator — in Türkiye that actually manufacture high-speed lifts. For example, Mitsubishi, Toshiba, Hitachi and Hyundai are the leading high-speed lift brands. Hyundai has managed to become a Far East-based company that has recently made a name for itself in our country.

I feel so sorry for my country. Even though we, as a strong country, sent soldiers to a country that entered a war in the 1950s when the Cold War turned into a hot conflict, it is quite astonishing that, not long after, South Korea has become a name in the lift industry, as well as having experienced a great industrial and technological revolution. Furthermore, it did so by importing many of the products it uses from China.

The same applies to lift installers in our country. High-speed lift equipment that is not manufactured in our country is also imported from China. Then, why can’t we become a brand? Because we struggle with ourselves and skip out on being productive and becoming a brand.

We have made a name for ourselves in general, but we did so to disrupt foreign markets. We have come a long way toward branding, but on a different path: such as being the first country that comes to mind when the term “cheap lift” is mentioned.

Lift business is a team and equipment business. If you cannot provide this duo in your companies, you cannot get anywhere regarding branding. You can only be a normal business owner with a trade registry.

As I have always said, having so many companies triggers competition in every way; thus, they will undermine each other’s business instead of achieving high efficiency. If you look at people who know the business and love their jobs working at corporate companies, they do not change jobs very often and do not accept new offers, as they do not consider them sincere. If there are a small number of companies, since all employees receive their rights and use their personal rights to the fullest, they will not want to leave the team and will share in the success.

The same applies to the equipment. Companies that use the most preferred equipment and the equipment that is approved by everyone in common are more successful. However, talking about success is useless as long as cheap products and cheap ideas show subsistence.

Those who only serve the time can have no future. We have to do what it takes to advance our business and become a brand, or else we cannot avoid being cheap.

It seems that we will start contract manufacturing for Far East companies in this general state.