As Malaysia’s manufacturing, logistics, and e-commerce sectors grow rapidly, the demand for reliable material handling equipment (MHE) is reaching new heights. Forklifts, pallet jack, reach trucks, and stackers form the backbone of modern warehouses and factories and today, businesses are looking for end-to-end solutions, not just machines.
Established in 1998, Allied Forklift (M) Sdn Bhd has become a key player in Malaysia’s MHE landscape. Based in Semenyih, Selangor, the company is known for quality, technical expertise, and forward-thinking innovation especially as an early pioneer of lithium-ion electric forklifts in the local market.
Allied Forklift Goes Green
With nearly 30 years in the industry, Allied Forklift has evolved from supplying reconditioned Japanese forklifts to delivering complete, future-ready solutions for logistics and manufacturing hubs across the nation.
In response to rising sustainability needs, the company introduced lithium-ion powered forklifts and warehouse equipment via exclusive partnerships with EP Equipment on iMOW. This electrified equipment offers zero emissions, higher energy efficiency, and lower maintenance, translating into real cost savings while supporting green & sustainability goals. Integrated telematics (IoT Driven) further boost safety and operational insight via LIVE tracking & monitoring in fleet management.
Today, its green product lineup includes electric forklifts, reach trucks, pallet trucks, and stackers tailored to a wide range of industries backed by a strong after-sales team and nationwide support. These achievements earned Allied Forklift a spot on the SME100 Fast Moving Companies, recognizing its role in driving Malaysia’s clean industrial transformation.
Built on Experience, Driven by Innovation
“When I started this business nearly 30 years ago, the goal was simple: to build a livelihood doing what I knew best. Starting my own company meant applying that knowledge in a way that made a real difference,” said Daniel Wong, General Manager of Allied Forklift (M) Sdn. Bhd.
From day one, the company focused not just on moving equipment but on moving the industry forward. Grounded in hands-on expertise, Allied Forklift emphasized practical solutions, technical strength, and resilience. This foundation became key in navigating Malaysia’s competitive and evolving material handling equipment (MHE) sector.
In recent years, the company’s bold pivot to lithium-ion battery (LIB) technology marked a turning point. The introduction of green forklifts signaled more than just a product upgrade; it became a platform for businesses to modernize, electrified, increase productivity, improve efficiency, and align with future-ready, sustainable operations by having fast charging in 2 hours to full and ready to use under usual and challenging operation environment.
Leading from the Ground Up
In the MHE industry, leadership goes beyond setting direction, it is about being present, engaged, and accountable. At Allied Forklift, this hands-on leadership style has been instrumental in driving operational excellence and long-term business growth.
By remaining actively involved in daily operations, the management team fosters a culture of professionalism, responsiveness, and continuous improvement (KAIZEN). This close engagement ensures that service quality is upheld, technical challenges are swiftly addressed, and clients receive reliable support at every stage. The approach also empowers team members, encouraging ownership and pride in their work.
Staying connected to field operations and evolving market demands allows the company to anticipate challenges, manage risks proactively, and adapt effectively. This balance of strategic foresight and grounded execution positions Allied Forklift as a trusted, forward-thinking player leading in meeting ESG initiative toward GO GREEN, SAVE MONEY, SAVE WORK in Malaysia’s industrial sector to reduce operation downtime and carbon footprint reduction.
Balancing Innovation and Stability
In today’s fast-paced business environment, staying ahead means knowing when to embrace innovation and when to lean on experience. Striking this balance has been key to the company’s longevity and growth. By remaining open to change while grounded in nearly three decades of industry expertise, the company continues to evolve without losing sight of what works.
Innovation at Allied Forklift goes beyond adopting the latest equipment. The team actively explores advancements in material handling technology that enhance operational efficiency, reduce downtime, and improve service delivery. This forward-looking mindset ensures that innovation serves a purpose: strengthening the company’s core capabilities while maintaining the reliability customers count on.
One of Allied Forklift’s standout features is its Telematics System; an Internet-of-Things (IoT) solution that gives clients real-time access to fleet data from usage monitoring to scheduled maintenance alerts plus along the way of battery health tracking for its charging & discharging pattern, electricity usage consumption & its efficiency reporting and many more elements that meet the ESG initiative of SCOPE III.
Digital transformation has also played a central role in Allied Forklift’s strategy. Through smart use of digital marketing especially on social media the company has expanded its visibility, introduced new product lines, and engaged more meaningfully with clients. Rather than simply "going digital,".
Allied Forklift focuses on doing it right: with creativity, consistency, and a clear understanding of its audience. This blend of tradition and technology positions the company as a resilient, future-ready player in Malaysia’s MHE landscape.
Building Resilience Through Local Presence
At Allied Forklift the answer lies in a strategy often overlooked: strengthening local presence to fuel national growth. Rather than centralizing operations, the company focused on building a network of regional associates across Malaysia ensuring close, responsive service in every corner of the country.
From Penang to Johor, and extending to the East Coast, Sabah, and Sarawak, Allied Forklift’s localization model has enabled it to develop strong ties with local partners while expanding its footprint organically.
This decentralized approach not only improves service quality and customer engagement, but also creates a powerful resilience strategy. By empowering regional associates and supporting them from headquarters, Allied Forklift maintains agility, scalability, and a deep connection with the markets it serves.
This series of Business Stories is in collaboration with the SME100 award.
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
