BendPak-Ranger plant

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Car lift and garage equipment manufacturer BendPak-Ranger will not raise prices on its products through mid-2012. The Santa Paula, Calif.-based firm recently made the announcement to its worldwide network of dealers and consumers.

The company credits manufacturing efficiencies with easing the rise in prices of raw materials and manufacturing costs. Its new 480,000- square-foot facility has enabled BendPak-Ranger to adopt leaner, more efficient manufacturing processes. Other factors that have enabled the firm to keep prices down include improved cost-saving relationships with suppliers, and increased control over how the company conducts its global business.

“We made a promise early this year that we would not let global inflation woes force us to raise prices. We feel for our customers who are having a tough time in this economy. It’s our way of giving back and thanking them for their years of loyalty,” says Jeff Kritzer, BendPak senior vice president, sales and marketing. “Our plan is to continue growing in a way that is smart and cost-effective, which should enable us to supply the world market with unrivaled equipment at a consistent, reliable price."

BendPak-Ranger continues to develop strategies that grow the firm’s business. “While most industry brands continue to raise prices due to lower margins and declining market share, we need to support our dealers and customers across the globe through these tough economic times. We’ve been fortunate with market share and growth both still thriving here,” says Don Henthorn, company president.
 
“We’ve held prices where they are since the third quarter of 2010, and will continue to hold prices firm for at least six more months,” Henthorn says. “This should help our dealers grow their business and ease the financial crunch that many end-users are strapped with right now.”

The price freeze applies to all of the company’s government customers, says Derek Taylor of BendPak-Ranger’s marketing communications department. “We have had a substantial uptick in interest from government buyers who sign up on our page for government buyers,” Taylor told Govpro.

“Our sales are up 25 to 30 percent over this time last year. So, our low-price strategy is paying off in a big way,” Taylor added.

BendPak-Ranger manufactures car lifts, parking lifts, pipe benders and air compressors. Its Ranger brand includes tire changers, wheel balancers, motorcycle lift products and a variety of garage equipment.

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