About Morrison Industrial
In the beginning...
Al and Mary Morrison founded Morrison Industrial Equipment - a family-owned and family-minded company, along with their sons, Bill, Jack and Dick. We opened in Grand Rapids, Michigan because of the diverse industrial base, but as importantly, because of the strong family values. Our beginning in 1953 was with six employees and one collective focus... Customer Service.
Early Growth
Though we located our first branch in a relatively small market, within a short time Morrison grew into one of the largest lift truck dealerships in the United States. Today with 13 facilities located in 11 cities throughout Michigan and northern Indiana, Morrison has pioneered a path to go where no others have gone. We have grown our company by becoming a part of small communities, living where we work so we can better service our customer base.
Growing Deep and Wide
As we continue to grow we continue to expand the breath and depth of our customer offerings. Our rental arm, Mor-Son Leasing, has grown its short-term rental fleet to over 650 units with an additional 400 trucks on long term lease. As a sales organization we are able to provide our customers with products supplied by over 70 quality manufacturers, our flagship lines being Caterpillar and Mitsubishi. Finally, our 350+ employees provide the commitment and expertise to support every product we sell, as well as those products purchased from a competitive source.
New Generations of Leadership
Al and Mary's leadership of the 50's, 60's and 70's gave way to the 2nd generation of the Morrison family. In the 1980's sons Jack, Bill and Dick took over the leadership helm. And in the 90's the third generation of Morrisons - Greg, A.J., Jeff, David - provided the continuity of family values and work ethic. Together with Company President Roger Troost, and VP's Dale Monticello and Greg VanderLende our company has continued to thrive.
Over the last half-century we have been fortunate to take our original focus of customer service to Michigan and Indiana's finest companies. Today we stand poised and ready not only to better service our existing customers, but also to expand our customer base to those new and dynamic organizations of the 21st century.
Our Commitment
Morrison contributions to the lift truck industry have been focused on innovation, development, and continuous improvement. We are proud of our commitment to the lift truck industry and demonstrate it daily by going beyond what is traditionally expected of a dealership. Our contributions include:
- National dealer consultant
- Aided manufacturers in truck development
- Support and involvement in industry associations
- Developed universal parts cross-reference
- Supported major manufacturers in after-market parts distribution
- First to provide fleet supervision to the big three automotive manufacturers
Many of the largest companies in Michigan have used our services to their advantage. Our commitment to efficiency makes it possible for us to maintain the highest level of customer satisfaction. We equate our success with an undying dedication to customer needs.
Our Mission
Our Mission is to be an organization positioned to meet the perpetual growth of our customers, today and tomorrow. Our Mission is to continually develop our people into becoming the best possible. Our Mission is to succeed as a collective effort, unequivocally, ethically, and progressively. Our Mission is to apply the wisdom of generations before us while listening for the voices of generations to come.
