Mitsubishi Logisnext Europe
Dealer Meeting: Alicante
When Mitsubishi Logisnext Europe (MLE) decided to gather its dealer network in Alicante, they didn’t just want another meeting.
They wanted three days that would stick in people’s minds.
One venue. Three brands. Dozens of dealers from all over Europe. And — the big twist — a live truck show with electric counterbalances, reach trucks, stackers, pallet trucks, and order pickers all working together like a well-rehearsed dance troupe.
Oh, and it all had to fit into the same space they’d be using for presentations immediately afterwards.
Challenge
Normally, dealer meetings are about PowerPoints, coffee, and polite applause. This time, MLE wanted movement, spectacle, and something you couldn’t get from a Teams call.
Each brand — Mitsubishi Forklift Trucks, Cat Lift Trucks, and TCM — had its own day, but the set-up needed to work for all three. Trucks had to drive on, do their thing, and then eventually find a space for the attendees to inspect them during the next part of the programme.
The choreography mattered as much as the content. And with a mix of live demos, product reveals (including one nobody saw coming), and sales insights, timing was everything.
Solution
Some event planners use mood boards. We used masking tape.
We taped out the venue to scale on our office floor, made cardboard cut-outs of every truck and puzzle piece, and shuffled them around until the timings and routes worked perfectly. It wasn’t glamorous, but it worked.
From there, we:
- Wrote a tight script for the presenter — someone we’ve worked with many times — to keep the energy up and the story flowing.
- Synced music, lighting cues, and movement so every truck entry and exit hit just right.
- Managed the quick-change from live demo space to stage for presentations.
- Built presentation graphics and supported on-site (Our Cat flew out to help keep everything running smoothly).
The presentations themselves covered new product launches, consultative selling techniques, telematics, and a global market update — giving dealers something to take home beyond a sun tan.
Result
Dealers from all three brands left buzzing. They’d seen the kit in action, learned something new, and felt part of a bigger picture.
[Placeholder quote from Marijn — to be replaced later]
“This event showed exactly what our dealer network is all about — energy, expertise, and collaboration. JKC helped us bring it together in a way that really engaged our dealers.”
MLE got more than just an event. They got three days that informed, inspired, and connected people who don’t often get to be in the same room.
Conclusion
For JKC, this was about more than just running an event. It was about helping a client deliver an experience that combined precision logistics, strong creative, and an understanding of the audience’s needs.
From the taped-up floor plan in our office to the final applause in Alicante, we worked alongside MLE to make sure every detail was thought through, so that their dealers left with knowledge, motivation, and a shared sense of purpose.
For us, this project was the sweet spot between creativity and logistics.
The kind where you get to figure out the choreography of a forklift ballet one minute… and keep a multi-brand dealer conference on schedule the next.
And yes, we still have the tape marks on the office floor.
