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Wisconsin Lift Truck Corp. Celebrates 50 Years

Thursday, March 1, 2012

Fifty years ago Wisconsin Lift Truck Corp. CEO Otto Wolter started his company as a two-man, two-car garage operation. Wisconsin Lift Truck is the foundational member of the Wolter Group of Companies that now includes the Contractor Equipment Services Division for aerials and construction; the Fleet Management Services Division; Wolter Material Handling, Illinois Material Handling, Wolter Power Systems and its affiliates Wolter Investments LLC, Worldwide Parts Ltd. and Global Products, LLC. Wisconsin Lift Truck is one of the nation’s largest material handling distributors and one of Wisconsin’s largest privately held firms.

Wisconsin Lift Truck Corp. rose to the top of the material handling industry through Otto Wolter’s unyielding commitment to excellence, his willingness to take risk, and through continuous business innovation. “To be successful, you must have a passion for your job and for this business,” said Wolter. “I have never stopped having that passion. At the end of each day, you must ask yourself, ‘what did I do better today than I did yesterday, and what will I do better tomorrow?’” Jerry Weidmann, President added, “Today, Wisconsin Lift Truck Corp. thrives because of the belief Otto instilled in our culture: that customer service is the supreme competitive advantage. Our culture says we will be our customers’ Most Valuable Partner, maintaining the high standards of performance they have come to expect of us. We are going beyond business as usual for our customers by continually seeking resources to be the best.”

In 2011 Wisconsin Lift Truck Corp was awarded MVP (Most Valuable Partner) status by the Material Handling Equipment Dealers Association (MHEDA). The designation recognizes the company’s commitment to business excellence, professionalism and good stewardship. In 2010 Steel King recognized the company as a Most Valuable Distributor, Million Dollar Distributor, and Top Ten Dealer. Over the past four years, it has also been recognized as a Cat Lift Truck Dealer of Excellence and received the MCFA Star Customer Service dealer award.

Over the years, Wisconsin Lift Truck Corp has acquired other material handling companies, including WITCO Systems, a 61-year old full service material handling distributor; the Wisconsin operations of Material Handling Services; Fiorenza Material Handling; and Fiorenza Northwest Material Handling.

Wisconsin Lift Truck Corp provides companies with multiple brands of lift trucks and material handling equipment, various types of storage and industrial equipment, service in shop or on the road, parts and rentals. Its strong line of top brands include Aislemaster, Big Joe, Blue Giant, Cat Lift Trucks (MCFA), Combilift, Cushman, Daifuku, Doosan, Enersys, E-Z-Go, Gehl, Generac Power Systems, Genie, Hanel, Hytsu, Hyundai, Jarvis B. Webb, JLG Industries Inc., Jungheinrich, Komatsu, Lift King, Linde Material Handling North America Corp., Lowry Lift, Mitsubishi Forklift Trucks (MCFA), Motrec, Noble Construction, Perkins, Power Boss, Rico, Rol-Lift, Royal Tractor Company, Schaeff, Sellick, Skyjack, Steel King Industries, Storage Battery Systems, Taylor Machine Works, Inc., Trackmobile, TVH Parts Co. (SMH), United Tractor, V. Mariotti, Waldon and Yanmar America Corporation.

Wisconsin Lift Truck Corp.’s mission is to enable its customers’ success through value-added solutions supported by superior service and quality products delivered with a sense of urgency. This mission is accomplished by having a highly trained staff of over 325 employees with an average tenure of 16 years.

Wisconsin Lift Truck delivers superior service to over 10,000 customers in its three-state service area. It is a member of the Wolter Group of companies. Other Wolter Group companies include Wolter Power Systems (, which specializes in new industrial engines and generator sales, service and parts and energy systems; Wolter Material Handling ( offering new and used sales, parts,
service and rentals of lift trucks and construction equipment in western Wisconsin; Contractor Equipment Services (, which offers new and used sales, service, parts and rentals of construction and aerial equipment, and sweepers and scrubbers; Illinois Material Handling (, a full service material handling distributor with branches in Elk Grove Village and Rockford, IL: and Fleet Services (, which offers ways to improve fleet performance to reduce the cost of materials handling.

For more information, contact Dave Oldenburg, at Wisconsin Lift Truck Corp.; phone 262-781-8011 X3025, fax: 262-783-0729; e-mail:; website:

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