Toyota awarded coveted design prize


Toyota Material Handling is celebrating winning a prestigious Red Dot design prize for its reach truck.

The BT Reflex E-series reach truck has a tilting cabin, a feature Toyota claim is a world first, enabling high-level handling performance. Along with its transparent roof, the vehicle gives operators superior visibility of the load at all times. A panel of independent experts awarded it the ‘Red Dot: Best of the Best’ distinction.

Magnus Oliveira Andersson, head of design at Toyota Material Handling Europe, said, “As we were designing the BT Reflex E-series, we kept in mind that it isn’t about the truck, it’s about putting the human being at the center, about the human dimension.”

Commenting on the Toyota entry, the jury concluded, “The reach trucks of the BT Reflex E-series impress with a harmonious design that makes all details complement each other perfectly.

“Based on a well-thought-out functionality, this reach truck guarantees transport performance of the highest standard, even in high-level applications. Developed with a sharp conceptual focus on its users, the truck’s ergonomics offer a high level of comfort for the driver, resulting in an outstanding performance.”

Prof. Dr Peter Zec, founder and CEO of the Red Dot Awards, said, “Winning the Red Dot: Best of the Best is the well-earned recognition for excellent design performance. The awarded products are all characterized by an innovative symbiosis of aesthetics and function. The fact that such a small number of entries received the top distinction is proof of the rigorous nature of the judging criteria applied in the competition. I want to congratulate the laureates very sincerely on their success.”

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James joined the Industrial Vehicle Technology International team in 2017. Previously he was Assistant Editor on an engineering title for several years and has worked for various other trade magazines before that. James is happily married and has a young daughter and son who keep him busy.

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