Hydraulics History: Eaton Duraforce and Linde
What is Duraforce? I sat down with Fraser today to discuss this unique chapter in the history of Linde/Eaton and Danfoss.
Tomas: Is Duraforce still its own brand under Linde? The license agreement ended in 2021, correct? So while there are still Duraforce pumps and motors in the field, they are not sold by that name anymore?
Fraser: In 2010, Eaton Corp of Ohio entered into an agreement with Linde Hydraulics of Germany to sell their German pumps in the USA under a new brand name called Eaton “Duraforce.” Even for us Linde distributors, if we wanted a new unit in the USA or Canada, we had to order from Eaton. Ten years later, the license agreement ended. Linde Hydraulics in Canfield, OH resumed selling through its distribution, and Eaton sold their entire warehouse of inventory to Lifco Hydraulics. We bought their test stand and tooling too.
I don’t know how successful the license agreement was. It didn’t seem super successful. I remember I went to a Duraforce training at Eaton’s Duraforce division in Minnesota, and the instructor read from a training manual for three days. He had no idea what he was teaching, and if you asked him a question, his answers made no sense. The problem was: I didn’t know anything either.
Tomas: I know after this agreement ended, Lifco purchased much of Duraforce’s remaining stock. What does this mean for customers with a current Duraforce pump? And do we still have Duraforce-branded units for sale?
Fraser: We had to buy a new warehouse on Grand Island, NY. The building had electricity but no gas, sewer, water, or even a driveway. We moved everything in while doing construction to make it a more complete warehouse. Actually, we did it twice, because the first time we did it without site plan approval from the Town of Grand Island. They were not very happy with us. Soon after, we got it all done properly and compliant.
The Duraforce license agreement only included the modern H-02 series: HPV-02, HPR-02, HMR-02, HMV-02, HMF-02, and HMA-02. The 01 series, such as the HPR160-01, was still handled by Lifco and Linde only. As for the older B series, it is pretty much just Lifco who is supporting this product.
Recently, Eaton Corp sold their hydraulic divisions to Danfoss. Tough time to be an Eaton distributor — or maybe a tremendous opportunity, if you can now access Danfoss product. I think I would rather be on the Danfoss side and have access to Eaton. Better to be eating dinner than to be the dinner.
Because Lifco bought everything Duraforce from Eaton, we decided to make some Lifco Duraforce literature. I don’t know if it will take off, but it is a fun way to make sure we capture customers still referencing the “Duraforce” name. Maybe it is just plain confusing. Regardless, that’s the Duraforce hydraulics story.
Tomas: After this deal ended (and Eaton’s acquisition), did Linde struggle to re-establish its presence in North America? I imagine the market might’ve been slow to adapt to the change.
Fraser: They seem to be happier with the freedom. The shakeup of distributors was probably good for them too.
Tomas: What did other Linde distributors do during this “Duraforce” period? Did they all adopt the brand like us?
Fraser: Yes. Small ones were cut off.
Tomas: Do you anticipate any of the big players today doing something similar by rebranding in certain markets?
Fraser: I think consolidation in hydraulic manufacturing is going to put an end to a lot of the rebranding and contract manufacturing. You need control over your products, because otherwise it is too risky to invest in. Linde still has some contract manufacturing in their counterbalance valves on the HMR series, and Parker still uses some suppliers for one of its Italian pump lines. But I’m seeing a lot of divestiture overall.
Tomas: How often do we see Duraforce units come through the shop for inspection?
Fraser: What is your definition of a “Duraforce unit”?
Tomas: I guess anything still branded or labeled as Duraforce.
Fraser: So a Linde unit with an Eaton Duraforce tag? All the time. We actually use the Duraforce model code.
Tomas: So, to wrap up: if you have an Eaton/Duraforce unit, Lifco’s got you covered with any parts, service, or repair?
Fraser: Yes — and we can also tag your unit with the Duraforce tag, because we were a factory-authorized Duraforce Service Center. Very few Linde distributors bothered to get the designation.