The End of an Era: The Lull RIP 1959-2015

[MikePhua]

In the world of heavy machinery, few brands have had the lasting impact and innovative history that Lull Equipment has. Known primarily for its rough-terrain forklifts and telescopic handlers, Lull's contributions to the construction and material handling industries were significant. However, in 2015, Lull Equipment, a brand that had been a symbol of durability and innovation for over five decades, was officially discontinued. This article takes a look at Lull’s legacy, its rise to prominence, and its eventual decline, providing a deeper understanding of the company's impact on the industry.
The Birth of Lull Equipment
Lull Equipment was founded in 1959, with the goal of creating reliable, efficient equipment that could handle material lifting and maneuvering tasks in challenging environments, particularly construction sites. The company quickly became recognized for its expertise in rough-terrain material handling, an area that was crucial in industries like construction, mining, and warehousing.
Lull’s most iconic products were its rough-terrain forklifts, which allowed operators to move heavy loads across uneven and often rugged terrain. These machines became especially popular in places where traditional forklifts would struggle, such as construction sites with soft, muddy, or hilly ground.
The Innovation of the Telescopic Handler
While Lull made its name with rough-terrain forklifts, it was the telescopic handler that truly defined the brand. These versatile machines were an innovation at the time of their introduction and became the go-to solution for construction sites, offering the ability to lift, reach, and move materials more efficiently than ever before. The telescopic handlers combined the functionality of a forklift with the ability to reach greater heights, making them indispensable in construction, agriculture, and industrial settings.
Some of the key features of Lull’s telescopic handlers included:

• Reach: Lull’s machines were known for their impressive lifting heights and reach, which allowed operators to load and unload materials more effectively.
  
• Rough-Terrain Capabilities: These handlers were built with heavy-duty wheels and a sturdy frame, making them suitable for tough, uneven ground.
  
• Operator Comfort: Lull focused on operator-friendly designs, ensuring that controls were intuitive and comfortable for long hours of operation.
  

The introduction of these machines revolutionized how materials were handled in the construction industry, and for many years, Lull’s telescopic handlers were a symbol of reliability and productivity.
The Rise and Success of Lull
Throughout the 1960s and 1970s, Lull Equipment grew rapidly, capitalizing on its reputation for providing durable, high-performing machines that could handle the toughest jobs. The company built a loyal customer base in the United States and globally, supplying industries with machinery that met the needs of rugged construction environments.
Lull machines were not just functional; they were also built to last. The brand earned a reputation for producing equipment that could withstand the elements and operate reliably even in the harshest conditions. Over time, Lull’s rough-terrain forklifts and telescopic handlers became a common sight on construction sites, with their unique design and performance setting them apart from other manufacturers.
The End of Lull: Challenges and Discontinuation
Despite its success, Lull Equipment faced challenges in the later years of its existence. The company, like many others, struggled to keep up with the evolving demands of the construction and material handling industries. As other manufacturers began introducing more advanced machines, Lull’s products started to show their age, and competition grew fiercer.
By 2015, the Lull brand was officially discontinued by its parent company, JLG Industries, which had acquired Lull in 1994. JLG, a well-known manufacturer of aerial work platforms, decided to focus on its core product line of aerial lifts and telescopic handlers. As a result, Lull's distinct line of rough-terrain forklifts and telescopic handlers was phased out in favor of JLG’s more modern and versatile equipment.
While this marked the end of an era for Lull, many of the innovations that the brand introduced remained in the market. The telescopic handler, in particular, became a standard piece of equipment used in industries all around the world, with many companies building on the foundation that Lull laid.
The Legacy of Lull Equipment
Though Lull Equipment no longer exists as a brand, its legacy remains a part of the construction and material handling industries. The company's commitment to innovation and quality paved the way for the modern telescopic handlers that are used today.
Lull’s machines were known for their:

• Durability: Lull equipment was built to last, and many machines from the brand continue to operate long after their production ceased.
  
• Adaptability: The telescopic handler was a game-changer in the construction industry, offering unmatched flexibility in material handling.
  
• Operator-Focused Design: The brand’s focus on user comfort and ease of use set it apart from many competitors, ensuring that operators could perform their tasks efficiently without undue strain.
  

In addition, many of the engineering principles and innovations developed by Lull are still evident in the machinery produced by JLG Industries today. The telescopic handler, with its ability to lift, extend, and carry materials across rough terrain, remains one of the most widely used pieces of equipment in the world.
The Legacy Lives On
Although the Lull brand was discontinued in 2015, the machines it produced are still valued for their strength, reliability, and unique capabilities. Used Lull forklifts and telehandlers continue to operate on construction sites, and many operators still speak highly of the brand’s long-lasting machines.
As part of JLG Industries, the legacy of Lull’s rough-terrain forklifts and telescopic handlers lives on in the form of JLG’s advanced aerial work platforms and telehandlers. Today, JLG continues to produce top-tier equipment, benefiting from the lessons learned from Lull’s innovative history.
The discontinuation of Lull Equipment marks a chapter in the history of the construction equipment industry, but it also represents a transformation in how the industry evolves to meet the ever-growing demands of the job site. Even as the Lull name fades into the history books, its contributions to material handling and construction machinery remain important.
Conclusion
The end of Lull Equipment in 2015 was a bittersweet moment for many in the industry. A company that had played such a pivotal role in shaping the material handling landscape for over five decades was no longer producing new machines. However, the legacy of Lull’s innovations continues to influence the designs and capabilities of modern telescopic handlers and rough-terrain forklifts.
The discontinuation of Lull does not mean the brand’s impact has faded; instead, it serves as a reminder of how the machinery industry adapts and evolves, building on the foundation laid by pioneers like Lull Equipment. As new generations of equipment come to market, the history of Lull’s contributions will remain a cornerstone of material handling innovation.