ROCLA PLC
THE HUMANIC REACH TRUCK
Design: Petteri Masalin, Kero Uusitalo, Piritta Winqvist 2003–2006
Rocla decided to give design a prominent strategic role in the company. Users were the starting point for the product development and design of the Humanic reach truck. The result was a truck that is easy to use and can be customized to suit the driver's needs.
The Rocla Humanic is an electrically powered warehouse truck. As indicated by its name, the design focuses on the human dimension. Four years ago, Rocla gave design an important strategic role and hired its own in-house designer. Design Manager Petteri Masalin points out that the prime considerations of design are usability, reliability, simplicity and functionality.
In the design process of the Rocla Humanic the company extensively interviewed warehouse truck drivers in different countries, charting their preferences in matters such as cars. Many of the interviewees wanted to drive an Audi, which influenced the design of the interior of the truck. Cultural differences among workplaces in different countries had to be taken into account, but there was also a great deal in common. The fact that the truck is a workplace and part of an efficient chain of logistics influenced the language of form. Light weight and durability were sought in the choice of materials.
Using a pin-coded device in the dashboard, the driver can make the user settings of his or her choice. Accessories permit customization for different needs. All Humanic reach trucks are fitted with the Integral mast, a Rocla innovation.
Usability was tested by 12 professional drivers. The daily routines of work were videotaped and different use environments were taken into account. The product has been on the market for six months and has succeeded beyond all expectations, notes Petteri Masalin. Rocla manufactures Humanics under three different brands. In addition to the Rocla trucks, the company’s plant at Järvenpää near Helsinki also makes Mitsubishis and Caterpillars. The reach truck can also be branded with the client’s own logo or colours.
A total service concept has become a basis for strategy at Rocla. In addition to making trucks, service includes the rental and maintenance of equipment. Currently listed on the Helsinki Stock Exchange, Rocla is a family company dating back over sixty years. Four-fifths of all products are exported. Rocla’s turnover is approximately € 100 million.
Rocla Plc
PL 88, FI-04401 Järvenpää
Tel. +358 (0)20 77811
Fax +358 (0)20 778 1351
rocla@rocla.com
www.rocla.com
Piritta Wingvist, Kero Uusitalo and Petteri Masalin