"Our customers don't want to choose between a hundred options."

"We make material handling simple," promises Baoli. Simplicity does not mean compromise, but rather a focus on the essentials. This is precisely what drives Christian Bischof, Managing Director of Baoli EMEA. The brand stands for simple, reliable everyday solutions within the KION Group. Material flow must function quickly, reliably, and robustly.

In our conversation, Christian Bischof explains how Baoli positions itself within the KION Group universe, what typical customers really need, and why a well-functioning service process is at least as important as a vehicle.

What does the Baoli brand stand for in Europe, Christian?

Christian Bischof, Managing Director Baoli EMEA: "Baoli makes material flow easy – with precisely tailored, CE-compliant products, fast availability, reliable service, and, of course, the backing of a strong group. Our products are robust, safe, and affordable. For many customers, this is exactly the mix they are looking for: fewer bells and whistles, more substance, and everything as simple as possible. 'Keeping it simple,' in other words."

Doesn't that mean compromising on quality?

Bischof: "No, not at all. Our forklifts comply with all European CE directives and quality standards—we take this requirement very seriously, and our customers can rely on that completely. Baoli products are manufactured in Asia, yes—but they are developed to European standards to meet the requirements of our European customers."

Is there such a thing as a "typical" Baoli customer?

Bischof: "Our customers are people who don't think twice, they just get on with the job – handicraft businesses, small logistics companies, regional dealers, or medium-sized industrial companies. They don't want to choose from a hundred options, they just want a reliable forklift truck that they can get at short notice and have serviced immediately if necessary. That's our territory – that's where we feel at home."

Which product are you particularly proud of?

Bischof: "Definitely our new generation of counterbalance trucks. They are a game changer. We have created a completely new platform that is state-of-the-art in terms of technology – and remains amazingly flexible. Whether electric with lithium-ion batteries or classic with lead-acid batteries, we cover all common requirements. And yes, in some markets, diesel or gas is still needed – for example, on construction sites or in regions without a stable charging infrastructure. We supply that too. Production takes place in the KION Group's state-of-the-art plants in Asia, and the vehicles are truly impressive across the board.

So you're already focusing on electric vehicles?

Bischof: "Oh yes! And much more than many might assume. The proportion of electric vehicles in Baoli products is over 90 percent. Lithium-ion technology in particular takes a lot of the worry off our hands and those of our customers: recharging? No problem. Multi-shift operation? Easy to plan. Maintenance? Much simpler. At the same time, we know that not every application is the same – which is why we continue to offer classic variants with lead-acid or combustion engines. Ultimately, what matters is what best suits the customer's situation."

"Simple" obviously also means "quickly available." How do you ensure that?

Bischof: "By planning ahead very carefully – not only in terms of quantities, but also configurations. For example, we know exactly which lift heights or cabins are in high demand – and keep these models in stock. Our customers want to get started right away: look at the equipment, test it, take it with them. We are prepared for that."

How is Baoli positioned in terms of service?

Bischof: "This is where we benefit greatly from being part of the KION Group. We have access to a strong network of spare parts logistics and service partners, which gives our customers enormous security. Our fill rate, i.e. the availability of ordered spare parts, is consistently above 90 percent. That's an excellent figure – all spare parts that are needed at short notice can be delivered to the customer virtually overnight."

How do you manage to stay close to your customers?

Bischof: "We work with around 400 network partners in the EMEA region. These are mainly family businesses: down-to-earth dealers who are rooted in the region and know the country and its people. This proximity to customers is worth its weight in gold. Often, it's 'the forklift guy next door' – someone who has been reliably coming, advising, delivering, and servicing for years – who makes the difference. Relationships like this don't happen overnight – and that's exactly why we place great value on long-term, resilient partnerships."

Baoli EMEA manages the brand from Milan. Why there in particular?

Bischof: "Milan is not a coincidence, but a conscious decision. In Italy, the value-oriented forklift segment has a long tradition – including at the KION Group. What's more, Milan is simply ideally located. From here, we can reach important core markets in no time at all. Proximity to the market also means being able to react faster, understand better, and act more relevantly."

You have worked for other KION brands in the past. What surprised you most about Baoli?

Bischof: "The pragmatism and the speed with which decisions are made here. This applies both to our teams in EMEA and to our colleagues in APAC. We don't beat around the bush, we get things done. And we take responsibility: if there's a problem somewhere, we're there. Our customers notice this and that makes all the difference."