We are Cal-Lift. We succeed because we make a difference for our customers and manufacturers by providing the right equipment supported by superior parts and service.

Our success depends upon us being a customer-focused team. We empower our people to make good decisions. We partner with our manufacturers to deliver the
highest value equipment solutions. We seek to forge strong long-term reciprocal relationships with our customers.

By doing all the above, we establish the foundation to maintain consistently strong and stable financial and market performance.

• We respect the individual both inside and outside the company, and believe that individuals who are treated with respect and given responsibility respond by giving their best.
• We require complete honesty and integrity in everything we do.
• We are believers in the Golden Rule. We will strive to be friendly and courteous, as well as compassionate and fair in all our dealings.
• We feel a sense of urgency on matters related to our customers. We own problems and we are always responsive.We are customer driven.
• We make commitments with care and then live up to them. In all things, we do what we say we are going to do.
• We believe we are here to make the customer more successful by doing business with us, rather than with our competitors.
• We communicate to provide clarity in understanding our mission, our goals, and what we expect from each other; we do so because it is essential to our success.
• We believe that work is an important part of life and it should be fun. We also believe that being productive at work is part of a satisfying work experience.
• We believe that every job is important and the role everyone fulfills is critical to our mission. We are all accountable.
• We promote on merit. We get ahead by offering superior customer service.