Harlo Launches a New Look, Built Around What Hasn’t Changed
Harlo has been building rough terrain forklifts in Grandville, Michigan since 1937, starting with hand built vertical mast assemblies for the U.S. Navy in a Grand Rapids back alley during WWII. Nearly nine decades later, that history is now paired with a brand that looks and sounds like the company Harlo has become.
Starting August 7, Harlo is introducing a refreshed visual identity and a new website to go with it. The updated logo, colors, and messaging are all built around a simple idea: Built to Outlast. It’s not a new promise, it’s the same one Harlo has always made to dealers and operators, just said more clearly.
The new site reflects that same focus, organized around the markets Harlo serves: agriculture, construction, forestry, and industrial operations that can’t afford downtime. It’s easier to find the right machine, connect with a local dealer, and see what nearly nine decades of American manufacturing looks like in the field today.
This rebrand is part of a broader investment in how Harlo shows up for dealers and the operators they serve, with more to come as the dealer network continues to grow.
Interested in a Harlo Rough Terrain Forklift?
Contact us or visit our Dealer Locator to locate your nearest Harlo Authorized Dealer.
What Our Customers Have to Say…
“No better off-road forklift on the market in our opinion.”
Nathan Gamble – Ag-Pro
“Harlo has consistently delivered reliable equipment and exceptional support. Their team is responsive, knowledgeable, and committed to helping us and our customers succeed.”
Alex Olivares – Cal-Coast
“We value our partnership with Harlo and the commitment their team brings to every interaction. From dependable equipment to responsive service and support, Harlo helps us deliver the level of performance our customers expect.”
Paris Gallaher – Fresno Equipment Company
“For decades, we have been proud to represent the most superior brand of rough terrain forklift on the market. Harlo has NEVER let us or our customers down.”
Matt Godinho – Kern Machinery
