"Pimp My Lift" forklifts hit market fast and furious

    Masterlift leads loading dock revolution in product, service and bling

    OAKVILLE, ON, April 13 /CNW/ - Say goodbye to Mitsubishi green and
Caterpillar yellow; the next generation forklift has airbrushed flames and is
available today in fire engine red, lighting blue, or zebra stripe black and
white - chrome mags optional.
    "Pimp My Lift" (www.pimpmylift.ca) is the brainchild of Masterlift, an
Oakville-based lift dealer and manufacturer determined to corner Canada's
multi-million dollar forklift market through a combination of superior
product, superior service, and superior bling.
    "It's not enough anymore to be the best forklift on the market," says
company President Gary Wilson, who has led the transformation of Masterlift
from bit player to industry contender in just a few short years. "You've also
got to be the best-looking forklift on the market. There's a change taking
place from coast-to-coast, and we're not only there - we're leading the
loading dock revolution."
    Wilson says Masterlift's trucks are about more than enhanced corporate
image. "The companies we supply have enjoyed a higher employee job
satisfaction rate simply by having one of our trucks in their operation," he
says. "It's not rocket science. If you're a forklift operator, which would you
rather drive all day: A beat up green lift truck or a chromed Masterlift with
lightning bolts and flames? I think the answer's obvious. People feel good
using our product - and making people feel good is a big part of what this
company is all about."

    Masterlift was born in 2000 from the merger of Kap Lift and Masterlift
and the subsequent acquisitions of Quick Lift and First Choice Lift Trucks. In
addition to Masterlift forklifts, the company leases, rents and sells
MasterPallet movers, MasterPower industrial batteries, sweepers, scrubbers and
offers the state-of-the-art MasterTrack Fleet Management System to small and
large companies alike.

For further information:

For further information: additional photos or to arrange an interview,
please contact: Dave Kutschenreiter, Effective Media Solutions Inc.,
dave@thinkeffective.com, (416) 657-2884 x2

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