Friday, October 7th, 2022

ACE Joins Hands With Doosan Corporation


Chetan Gole
CEO (Forklifts Vertical),
Action Construction Equipment Ltd.


ACE is India’s leading material handling and construction equipment manufacturing and the largest crane manufacturing company in the world. The company has joined hands with Doosan Corporation, a Korean multinational conglomerate to represent their Industrial Vehicle – MHE segment in India. This is a strategic move for both the partners to secure a majority market share in India.

Doosan Corporation, a fortune 500 company, is one of the first foreign MHE brands to foray in India. It had its supremacy established through its technologically advanced and innovative products. The brand is popular for its reliability and dependability. ACE is an Indian brand grown with core philosophy of offering reliable products at reasonable prices, supported by prompt services.


Past couple of years of economic growth in India has pulled and established many MNCs in India. These global brands and certain Indian industry segments have affinity towards high performance premium products. This industry segment contributes to approx. 20-25% of current MHE business. The share is mainly taken by imported European and Japanese brands.

The co-operation will help Doosan regain and consolidate its market share by using widespread ACE network of 100+ dealers for sales and service support across India. Further, ACE gets a pie of premium segment, increasing its market share further. So, it’s a win-win strategy for both partners. This new partnership of Doosan in India with ACE is expected to streamline and support existing customers and infuse new energy and confidence in the Doosan Brand in India, making them leader in India in the premium segment. 

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