Traditionally businesses failed to see the necessity to engage the customer as anything more than, just the customer. In doing so, they have neglected the customer's requirements other than the product itself. Through the evolution of the industry the focus has altered from product to performance.

Kalmar has always understood customers' need to focus on their own business and that Kalmar's function is to increase the effectiveness of their logical chain of events and to increase their competitiveness in their own market. Through time we have developed the concept of partnering.

This, we believe is the 'ground breaking' concept where we will lead the industry. The buyer/seller standard is fast becoming a thing of the past. It is quite simple. What anyone would do for partner would always be little more than for a customer.