Carleo Group, a renowned car lift manufacturer based in Taiwan, has been a key player in the industry for over 40 years. Specializing exclusively in car lift technology, Carleo operates three factories—two in Taiwan and one in Thailand. With a strong focus on providing quality garage equipment, the company has been delivering lifts that cater to a wide range of vehicles, from motorcycles to small cars, trucks, and buses.
As Shawn Chen, Vice President of Carleo Group, explains, “We only make car lifts because we understand this business inside and out. It’s what we do best. From the hydraulic systems to the design of the lift itself, we ensure that our product delivers the utmost safety and performance.” This singular focus has allowed Carleo to maintain a leadership position in the market, catering primarily to Taiwan, Japan, Southeast Asia, and parts of Europe. At industry events like the Taipei AMPA, E-Mobility Taiwan 2035, and Autotronics Taipei, Carleo continues to showcase its innovation and expertise, reinforcing its role as a key player in the global car lift and garage equipment industry.
Rising Above the Competition
What sets Carleo apart from its competitors? According to Chen, it’s the company’s commitment to both safety and design excellence. “We follow the European standard for our lifts, specifically the EN 1493 standard,” he says. “By ensuring all our lifts meet this rigorous safety certification, we guarantee our customers the highest level of reliability and quality. We don’t compromise on these principles, even if it means we can’t always offer the cheapest price.”
The company is deeply committed to maintaining superior standards, which include stringent material testing, precise control systems, and detailed engineering. This commitment allows Carleo to compete on more than just price, offering a product that delivers long-term value to its customers.
However, the company faces challenges in an increasingly price-sensitive market. “Chinese products are often much cheaper, sometimes 30% less than ours,” he acknowledges. “But we survive because we prioritize quality, safety, and design. We can’t compete on price alone, so we focus on delivering what others don’t: superior reliability and adherence to global standards.”
Adapting to Market Needs
Chen highlights that the demands of the market vary across regions, and Carleo has made a point of adapting its products to meet these diverse needs. “Each market is different, and we can’t just mass-produce the same model for every country. We customize our products based on customer specifications, whether it’s the lifting capacity, design, or features,” he says. This flexibility allows Carleo to cater to a wide range of industries, offering tailored solutions that suit local needs and regulatory requirements.
This adaptability is also essential when it comes to the evolving needs of the automotive industry, especially with the rise of electric vehicles (EVs). “The future is electric, and we’re already looking at how we can design lifts specifically for EVs and hybrid vehicles,” he explains. “Different types of cars require different kinds of lifts, and we’re working to develop solutions that cater to the growing demand for EV servicing.”
Opportunities and Growth in Emerging Markets
Looking ahead, Chen sees significant opportunities in emerging markets, particularly India, a country that has rapidly expanded its automotive industry. “India is a massive market with a population that’s growing fast,” he notes. “If we enter the Indian market, we need strong local partnerships. We will train distributors and engineers, sharing the technical know-how necessary for them to sell and install our products effectively.”
Carleo’s approach to India would involve working closely with local distributors, offering training, and ensuring a high level of after-sales support to maintain the quality of service. By leveraging its manufacturing facilities in both Taiwan and Thailand, the company plans to meet the growing demand for car lifts in this fast-developing region.
As for Carleo’s long-term strategy, Chen is clear: “We’re focusing heavily on research and development in the coming years. We want to develop more specialized models, particularly for different car types and countries.” Carleo’s plans include expanding its product range to accommodate the increasing diversity in vehicle types, particularly in the realm of electric and hybrid cars.
“We’re committed to continuous improvement,” says Chen, reflecting on the evolution of the company over the years. “Even though I’ve worked in Carleo for 20 years, my father has run the company for over 40 years, and I’ve seen a lot of changes. We’ve always been willing to change, adapt, and innovate to stay relevant. That’s the key to our survival as a small enterprise.”
As the company moves forward, it will continue to prioritize innovation, quality, and customer-centric solutions, ensuring its position at the forefront of the car lift industry. With a focus on expanding its global footprint and keeping pace with the latest automotive trends, Carleo is well-positioned to lead the market for years to come.
Carleo’s success story is not just one of technological expertise but also of resilience and adaptability. From its humble beginnings to its present-day operations across Taiwan, Thailand, and soon, India, the company’s growth is a testament to its ability to change and evolve with the times. “As the second generation at Carleo, I’ve learned that the only way to keep moving forward is to embrace change,” he says. “And that’s exactly what we plan to keep doing.”
