ESR 1000 Reach Truck Series Collects Another GOOD DESIGN Award

Crown has earned the GOOD DESIGN Award for its ESR 1000 reach truck series. The jury was particularly impressed by Crown’s technological innovations, including the newly developed Gena® operating system and Xpress Lower™ mast lowering function. The ESR 1000 Series delivers a compelling, cutting-edge user experience, further enhanced by the reach trucks’ connectivity and a user-centric design that boosts productivity and improves the bottom line – something customers now expect of the Crown brand.

The award was presented by the Chicago Athenaeum Museum of Architecture and Design and the European Centre for Architecture Art Design and Urban Studies. Earlier, in 2020, the ESR 1000 Series also won the International Intralogistics and Forklift Truck of the Year (IFOY) Award in recognition of its many innovations relating to productivity, connectivity and operator safety.

Transport and logistical services provider Voigt Logistik has been using the reach truck for some time, and has been impressed by the forklift’s capabilities: “Crown’s recently launched ESR 1000 Series is a reach truck that our operators really appreciate for its many innovative features, such as Auto Height Select, Capacity Data Monitor and the new, intuitive Gena operator experience,” reports Jan-Peter Wingert, Site Manager at Voigt Logistik in Neumünster, Germany.

Jim Kraimer, Director Industrial Design at Crown, is delighted: “This latest accolade is Crown’s seventeenth Good Design Award. It’s made us all proud and confirmed yet again that by focusing on customer-centric development processes, we’re definitely on the right track.”

The Good Design Award was inaugurated in Chicago in 1950 and is regarded as one of the oldest and most prestigious prizes awarded for design excellence anywhere in the world. To date, Crown has garnered more than 100 awards from internationally acclaimed design institutions and associations.

 Crown ESR 1000 Series: smart, efficient and reliable – for real performance

The ESR 1000 reach truck offers innovative technology paired with new, intelligently connected features in the Gena operating system that enable operators to work with skill and precision at any height and with increased productivity and efficiency.

One major innovation is Crown’s optional Xpress Lower™ technology, which is capable of doubling the truck’s mast-lowering speed to 1.1 m/s. Unique in the marketplace, this performance can increase overall productivity by up to 21 percent. Far from consuming extra energy, the mast-lowering function feeds the energy released during the lowering process back into the battery. In combination with the ESR 1000’s regenerative braking system, this can result in energy savings of up to 11 percent.

Operators, service technicians and warehouse managers all benefit from the Gena operating system, newly developed by Crown and making its debut in the ESR 1000 Series. The Gena system is intuitive, customisable and interactive, offering a new and engaging operator experience. It delivers all vital data and information clearly and concisely on a 7-inch colour touchscreen, which also allows operators to choose from 25 languages. The system’s user-friendly widgets show key forklift functions and can be configured according to operators’ individual preferences, helping them boost their throughput. Intuitive assistance systems such as Auto Height Select and Capacity Data Monitor further enhance the truck’s productivity.

Full cellular and WiFi connectivity, plus the interaction between Gena and the seamlessly integrated InfoLink® fleet management system, turn the truck into a reliable, connected, safe partner for operators. The touchscreen displays user-friendly safety checklists which operators must complete when they first log on, as well as periodic safety messages, all helping to raise operators’ safety awareness. Dynamic Coaching™, Crown’s innovative, contextual guidance system, acts as a virtual coach that assists operators while they work, praising them for doing things right and highlighting errors as they happen.

About Crown Equipment Corporation

Crown is one of the world’s largest material handling companies with a reputation for award-winning product design, advanced engineering and technology supported by superior after-sales service. Crown’s business philosophy utilises vertically integrated processes to design, manufacture and distribute forward-thinking innovative solutions that improve customers’ productivity and operating efficiency. Crown develops, produces and sells a broad range of forklifts, as well as automation and fleet management technologies.

The company’s global headquarters is located in New Bremen, Ohio, USA, with regional headquarters in Germany, Australia, China and Singapore. Its employees number more than 16,000 worldwide. Crown operates a service and distribution network that exceeds 500 retail locations in over 80 countries. To learn more about Crown’s ideas for helping customers advance the productivity of their operations, visit

Share Article