Purple in the warehouse: With “AntOn by Jungheinrich”, we are setting new trends in the entry-level segment
There's been a stir. “AntOn by Jungheinrich” brings fresh purple and new ideas to the warehouse. Why is this entry-level project exciting for the industry? Read more now!
It immediately catches the eye: The forklift in bright purple. “This is one of our new vehicles, an ANTon,” says Torsten Koenig, Director Truck Sales, Jungheinrich, proudly. “With him, we are entering uncharted territory. ”
The new growth area
Jungheinrich and EP Equipment: Modern globalisation with purple power
The purple vehicles will be presented to the world for the first time at the signing ceremony in Shanghai in July 2025. To enter the entry-level segment, we have brought in a strong partner: EP Equipment, a leading supplier of industrial trucks from China. “For us, this strategic partnership is also a prime example of modern globalization,” says Koenig. “We combine German engineering with the dynamism and scalability of Chinese industry. In doing so, we are creating real added value for our customers worldwide.” And they are also united by their particularly strong focus on electric industrial trucks. We are pioneers of lithium-ion technology in material handling: In 2011, we were the first manufacturer ever to present industrial trucks with modern battery technology. Together with EP, we have committed ourselves to the goal of driving forward the electrification of the material flow industry worldwide.
AntOn: a name that carries weight
The new brand name “AntOn by Jungheinrich” is an homage to the legendary “ant”, which dates back to the innovative spirit of our company founder. Since Dr Friedrich Jungheinrich trademarked the name “Ameise” (German for “ant”) for hand pallet trucks and trolleys in 1948, the ant has been inextricably linked to our success story. Under this name, the first battery-powered pallet truck appeared in the same year, and today it has become an integral part of any warehouse.
Ants are associated with industriousness, strength and teamwork. These are all characteristics that Jungheinrich wants to convey with AntOn. The capital “O” in the name “AntOn” is designed to resemble a power button, while also reading as the word “on”. It symbolises electrification and continuous standby.
The brand colour – a bold purple – represents change, innovation and differentiation. At the same time, it combines the positive characteristics of red (passion) and blue (calm). This particular colour was deliberately chosen. In the colour wheel, purple is opposite the traditional colour yellow of Jungheinrich. This is a clear contrast that emphasises the autonomy of the new brand. At the same time, the addition “by Jungheinrich” maintains the connection with the Jungheinrich brand.
With “AntOn by Jungheinrich,” we at Jungheinrich are starting a new chapter and will in future offer the right solution for every need — from high-tech forklifts to cost-effective entry-level machines. In doing so, we are positioning ourselves specifically in this dynamically growing segment and are thus implementing a central component of our 2030+ strategy. The message is clear: If you want to be successful in changing material handling, you need the courage to change — and the right partners at your side.
