Forward Lift
Quality automotive lifts built by Dover’s Vehicle Service Group. Direct-pull technology, ALI/ETL certified, manufactured in Madison, Indiana. Professional lifts at a value price since 1968.
Quality automotive lifts built by Dover’s Vehicle Service Group. Direct-pull technology, ALI/ETL certified, manufactured in Madison, Indiana. Professional lifts at a value price since 1968.
Bo McGee founded Forward Lift in 1968 with a clear vision: build quality automotive lifts at prices that working shops could afford. Today, Forward Lift is part of Dover Corporation’s Vehicle Service Group — the same Fortune 500 parent that backs Rotary Lift.
Every Forward Lift is designed, tested, and manufactured in Madison, Indiana at an ISO 9001 certified facility. Every model is ALI/ETL certified. Forward engineers have over 29 years of combined experience designing lifts specifically for the North American market.
Forward’s direct-pull hydraulic cylinder technology delivers smooth, reliable lifting without chains or cables. Combined with their Spot-Rite 3-stage front arms and industry-leading 3 5/8″ minimum pad height, Forward Lift represents the best value in professional-grade automotive lifts.

Two-post lifts from 10,000 to 18,000 lbs, four-post lifts, scissor lifts, and mobile column lifts — all ALI/ETL certified, all Made in USA.

10,000 – 18,000 lb capacity. The popular i10, versymmetric DP10A, heavy-duty DP15, and 18,000 lb DP18. Direct-pull cylinders standard on every model.

Open-front and closed-front configurations. Drive-on convenience for alignment, service, and storage. ALI certified with direct-drive hydraulics.

Scissor lifts, parallelogram lifts, and mobile column systems. Flush-mount and surface-mount options for dealerships and fleet operations.
| Model | Capacity | Drive Type | Min Pad Height | Best For |
|---|---|---|---|---|
| i10 | 10,000 lbs | Direct-Pull | 3 5/8″ | General Service (Best Seller) |
| DP10A | 10,000 lbs | Direct-Pull | 3 5/8″ | Versymmetric / Mixed Fleet |
| DP15 | 15,000 lbs | Direct-Pull | 4 1/4″ | Heavy-Duty / Light Trucks |
| I12 | 12,000 lbs | Direct-Pull | 3 5/8″ | High-Capacity General Service |
Forward Lift and Rotary Lift are sister brands — both part of Dover Corporation’s Vehicle Service Group (VSG). They share the same Madison, Indiana manufacturing facility and benefit from Dover’s Fortune 500 resources. Forward Lift is positioned as the value brand, delivering VSG engineering quality at a more accessible price point.
Direct-pull hydraulic cylinders connect directly to the lift carriage — no chains, cables, or sheaves needed. This eliminates equalization issues, reduces maintenance requirements, provides smoother operation, and extends service life. It’s the same premium technology used in Rotary’s top-tier lifts, available at Forward Lift’s value pricing.
Modern vehicles — sports cars, performance sedans, crossovers with body kits — sit lower than ever. Many lifts can’t reach their factory jacking points because the pads don’t go low enough. Forward’s 3 5/8″ minimum pad height is among the lowest in the industry, ensuring you can safely lift virtually any passenger vehicle without adapters or workarounds.
Every Forward Lift model carries both ALI and ETL certification — dual independent third-party testing. The lifts are also manufactured in an ISO 9001 certified facility. This triple layer of certification (ALI + ETL + ISO 9001) represents the highest level of verified quality and safety available in the lift industry.
Yes. Forward Lift already offers excellent value compared to premium brands, and we provide competitive reseller pricing on top of that. Call us at 866-217-0063 or email support@truckandcarlifts.com for a quote on any Forward Lift model.
“Forward Lift gives you Dover/VSG engineering at a price that makes sense for independent shops. Direct-pull hydraulics, ALI certification, Made in USA — all without the premium brand markup.”
— TruckAndCarLifts.com Team
Forward Lift has been a trusted name in the automotive lift business since 1968, when Bo McGee created the brand. From the beginning, Forward Lift was known for two things: outstanding quality and competitive prices. That combination made Forward an instant hit with shops across the country, and sales grew rapidly. So rapidly, in fact, that the brand caught the attention of the largest lift manufacturer in the world — Dover Corporation. Dover acquired Forward Lift in 1999 and has maintained the same quality, features, and value that made the brand successful in the first place.
Today, Forward Lift is part of Vehicle Service Group (VSG), the Dover Corporation subsidiary that also owns Rotary Lift, Chief Automotive Technologies, Direct-Lift, Weaver Lift, and several other major equipment brands. Forward Lift is manufactured in VSG’s ISO 9001-certified facility in Madison, Indiana — the same facility that produces Rotary Lift equipment. This means Forward Lift benefits from the same engineering resources, manufacturing capabilities, and quality control systems as the world’s number one lift brand.
So what separates Forward Lift from its sibling brand Rotary? Price and positioning. Forward is designed to deliver commercial-grade, ALI-certified lift equipment at a more accessible price point than Rotary. You get the same Dover/VSG manufacturing quality, the same Madison, Indiana production, and the same parts and support infrastructure — at a price that makes Forward competitive with mid-range and value brands. For shops that want the Dover quality guarantee without the Rotary premium, Forward Lift is the answer.
Forward’s product line includes two-post lifts from 10,000 to 18,000 lbs, four-post lifts at 14,000 lbs (with alignment options), and accessories. Every model is ALI/ETL Certified and backed by Forward’s solid warranty program.
At TruckAndCarLifts.com, we carry Forward Lift products and provide experienced guidance. Contact us for pricing on any Forward model.
Being part of VSG/Dover (NYSE: DOV, a Fortune 500 company) provides Forward Lift with advantages that independent lift manufacturers cannot match:
Forward Lift is manufactured in Madison, Indiana, in the same facility complex where Rotary Lift is produced. This is not a coincidence — it is a strategic advantage. The Madison facility is an ISO 9001-certified manufacturing operation that handles steel fabrication, welding, machining, powder coat painting, assembly, and quality testing under one roof. Every Forward Lift that ships from Madison goes through the same quality control process that Rotary products undergo.
Madison, Indiana sits along the Ohio River in southeastern Indiana. The community has a deep manufacturing heritage, and the VSG facility employs hundreds of skilled workers who build lifts for both the Forward and Rotary brands. When you buy a Forward Lift, you are buying American-made equipment built by the same experienced workforce that produces the world’s most respected lift brand.
Every Forward Lift model is ALI/ETL Certified, manufactured in an ISO 9001-certified facility. Forward lifts meet ANSI/ALI ALCTV standards for safety and performance. ALI (Automotive Lift Institute) certification means each lift model has been independently tested by a third party to verify it meets the load capacity, structural integrity, and safety requirements established by the ANSI/ALI ALCTV standard. ETL certification provides additional third-party testing verification. These are not self-certifications — they are independently validated through rigorous testing protocols.
The importance of ALI certification cannot be overstated. A certified lift has been tested to failure loads well beyond its rated capacity. The certification process includes cyclic load testing, structural integrity verification, and safety system validation. When a lift carries the ALI Gold label, you know it has been proven through independent testing to meet the highest safety standards in the industry.
ISO 9001 certification of the manufacturing facility means the entire production process — from design and engineering through material procurement, fabrication, assembly, testing, and shipping — follows a documented quality management system. This is not just a one-time certification; it requires ongoing audits and continuous improvement to maintain. The Madison, Indiana facility has maintained ISO 9001 certification for years, demonstrating a sustained commitment to quality processes.
For shops that need to demonstrate compliance with safety standards — particularly fleet operations, government facilities, and operations subject to OSHA inspections — Forward Lift’s dual ALI/ETL certification provides documented proof that the equipment meets or exceeds all applicable safety requirements.
Forward’s two-post lineup features direct-pull hydraulic cylinders — the same proven technology used in Rotary’s premium lifts. Direct-pull (also called direct-drive) cylinders connect directly to the carriage without chains, eliminating chain stretch, chain adjustment, and chain replacement. It is the most reliable lifting system available, and Forward delivers it at a price point that many chain-drive competitors cannot beat.
The Forward two-post line spans from 10,000 to 18,000 lbs capacity, with multiple height configurations for each model. Whether you are fitting a lift into a standard 12-foot ceiling or taking advantage of a tall service bay, Forward has a configuration that works.
The i10 is Forward’s most popular model and the heart of the brand. It delivers 10,000 lbs of ALI-certified lifting capacity with direct-pull hydraulic cylinders, Spot-Rite 3-stage front arms, and the quality you expect from a VSG/Dover product. The i10 has earned its reputation as one of the best values in the automotive lift market — a Dover-built, direct-pull, ALI-certified lift at a price that competes with imported chain-drive models.
Key Features:
The i10 stands out for its extremely low minimum pad height of 3 5/8″. This is among the lowest in the industry, and it matters more than many shop owners realize until they encounter a vehicle they cannot pick up. Low-profile sports cars, slammed trucks, vehicles with aftermarket lowering kits, and many modern sedans with low rocker panels all benefit from a lift that can get under them without the need for drive-on blocks or risers.
Combined with the three sets of stackable adapters (1 1/2″, 3″, and 6″ — four of each included), the i10 covers the full range from the lowest sports car to a lifted truck. This versatility is a significant practical advantage in a general service shop that encounters every type of vehicle.
For shops with taller ceilings that want maximum working height, the i10 is available with an extended height kit (T100295) that raises the overall height to 167″. This provides additional working clearance under the vehicle, which is especially valuable for taller technicians and for service tasks that require more room, such as transmission removal or exhaust system work.
The DP10A is Forward’s premium 10,000 lb model with enhanced features. It incorporates the Spot-Rite 3-stage front arm design that allows vehicles to be raised both symmetrically and asymmetrically, giving technicians the flexibility to position the vehicle for optimal door clearance or optimal weight distribution depending on the vehicle type.
Key Features of the DP10A:
The DP10A represents Forward’s engineering philosophy of owning their designs. Every component is purpose-designed for the DP10A platform — this is not an assembly of off-the-shelf components from third-party suppliers. The result is a lift where every part works together as an integrated system, which translates into smoother operation, better reliability, and longer service life.
The DP15 steps up to 15,000 lbs for shops that service heavier vehicles including 3/4-ton and 1-ton trucks, large SUVs, work vans, small buses, and other commercial vehicles that exceed 10,000 lbs. The DP15 is constructed of high-strength heavy gauge steel columns with the same direct-pull hydraulic technology that defines the Forward brand.
The DP15 is available in three height configurations to match different bay ceiling heights:
DP15-155 (Low Ceiling):
DP15-175 (Standard):
DP15-199 (Extended):
Key Features of the DP15:
The DP15 fills an important gap in the market. Many shops need to service vehicles heavier than 10,000 lbs but do not need the 18,000-20,000 lb capacity of the largest two-post lifts. The DP15 at 15,000 lbs provides adequate capacity for the vast majority of commercial vehicles that come through a mixed-use shop, at a price point well below the heavy-duty models. The three height configurations mean it can fit in virtually any professional service bay from 13′ ceilings to 17′ ceilings.
The I12 fills the gap between the 10,000 lb i10/DP10A and the 15,000 lb DP15 for shops that need moderate heavy-duty capacity. At 12,000 lbs, the I12 handles full-size trucks, larger SUVs, and light commercial vehicles that exceed the 10,000 lb limit of the standard models. The I12 carries the same Forward engineering DNA — direct-pull hydraulic cylinders, ALI certification, and Madison, Indiana manufacturing.
The I12 is a smart choice for shops that service a mix of passenger cars and heavier trucks. The 12,000 lb capacity provides a comfortable safety margin for 3/4-ton trucks (which can weigh 7,000-8,000 lbs depending on configuration) while keeping the price below the 15,000 lb DP15.
Forward’s 18,000 lb two-post model handles medium-duty commercial vehicles and fleet equipment that exceed standard passenger vehicle lift capacities. This model extends Forward’s lineup into the medium-duty commercial vehicle space, providing heavy-duty lifting capability with the same direct-pull technology and Dover quality that defines the brand.
At 18,000 lbs, this lift services Class 4-5 vehicles including larger delivery trucks, ambulances, medium-duty fleet vehicles, and other commercial equipment. For fleet maintenance facilities and commercial vehicle shops, the Forward 18K provides a cost-effective alternative to premium-priced heavy-duty lifts from other manufacturers.
Forward’s four-post lifts bring the same Dover/VSG quality and value proposition to the four-post format. The CR14 and CRA14 provide 14,000 lbs of capacity with features designed for general service, alignment, and vehicle storage applications.
The CR14 is Forward’s four-post service lift, carrying the same DNA as the Rotary SM14 that shares its Madison, Indiana manufacturing home. The CR14 provides 14,000 lbs of capacity with features designed for general service, alignment (with conversion), and vehicle storage.
The CR14 is available in standard and extended-length (EL) configurations. The EL version accommodates wheelbases up to 215″, handling long-wheelbase trucks and commercial vehicles that exceed the standard model’s 182″ limit. This flexibility makes the CR14 suitable for shops that service a wide range of vehicles, from standard sedans to long-wheelbase crew cab trucks.
Key Features of the CR14:
The CRA14 is the alignment-ready version of the CR14. It comes equipped with the hardware needed for four-wheel alignment service, making it a complete turnkey alignment solution.
The CRA14 package saves shops the cost and hassle of separately purchasing and configuring alignment accessories. Everything you need to perform four-wheel alignments is included in the box:
For shops adding alignment services, the CRA14 eliminates the guesswork of assembling a compatible alignment platform from separate components. The rolling jacks, air lines, gauges, and slip plates are all designed to work together as an integrated system. The CRA14 is compatible with major alignment system manufacturers, so you can pair it with the alignment heads and software package of your choice. Many shops start with the CRA14 platform and add their preferred alignment equipment on top, creating a professional alignment bay at a fraction of the cost of a dedicated alignment rack.
The economic case for the CRA14 is compelling. A dedicated alignment lift from a premium manufacturer can cost significantly more than the CRA14, while the CRA14 serves double duty as both a general service lift and an alignment platform. When the alignment bay is not performing alignments, it functions as a standard 14,000 lb four-post service lift — no bay sits idle waiting for alignment customers.
Forward’s four-post lifts serve multiple roles in a professional shop:
Forward Lift uses direct-pull hydraulic cylinders — the same technology that Rotary Lift uses in their premium models. This is not a coincidence; both brands are manufactured by VSG in the same facility. Direct-pull means the hydraulic cylinder is connected directly to the lifting carriage. There are no chains, no pulleys, and no cable systems involved in the primary lifting mechanism.
The advantages of direct-pull are significant and compound over the life of the lift:
It is worth emphasizing what a remarkable value proposition this represents. Forward Lift delivers direct-pull technology — the gold standard in lift drive systems — at a mid-range price point. Most direct-pull lifts in the market carry premium pricing. Forward makes this technology accessible to shops that are budget-conscious but quality-focused.
Forward’s Spot-Rite arm system features offset 3-stage front arms that provide 5 3/4″ of additional retraction compared to standard arms. This extra retraction allows the same lift to work effectively in both symmetric and asymmetric configurations.
In asymmetric mode, the vehicle is positioned so that the front doors clear the columns for easy entry and exit — ideal for passenger car service where technicians need to access the interior, turn the steering wheel, or check dash controls while the vehicle is lifted. In symmetric mode, the arms are positioned evenly under the vehicle for balanced lifting of heavier trucks and SUVs where weight distribution is more important than door clearance.
The 3-stage front arm telescopes to reach lifting points on a wide range of vehicles, from compact cars with narrow wheelbases to full-size trucks with wide body-on-frame construction. The 2-stage rear arms complement the front arms with sufficient range for most vehicle configurations. Together, they provide a lifting envelope that covers virtually every passenger vehicle and light truck on the road.
The i10’s adjustable overhead beam provides 6 inches of width adjustment. The standard setting places the outside overall width at 137″, while the narrow setting reduces it to 131″. This adjustability allows the i10 to fit into service bays that are slightly narrower than standard, without requiring a completely different lift model.
For multi-bay installations, this means you can use the same i10 model across all bays even if the bays are not identical widths. Set each lift to the width that optimizes the specific bay it occupies. This simplifies ordering, parts inventory, and technician familiarity.
The i10’s minimum pad height of 3 5/8″ is among the lowest in the industry. Achieving this low contact point without compromising arm strength or carriage integrity requires careful engineering of the arm geometry and carriage design. The low pad height means the i10 can pick up vehicles with very low rocker panels and frame rails — vehicles that taller-pad lifts simply cannot reach.
This matters increasingly as vehicles trend toward lower ride heights, wider body panels, and aerodynamic underbody treatments that reduce ground clearance. Modern EVs in particular often have very low profiles due to the battery pack mounted under the floor. A lift with a low minimum pad height is better prepared for the vehicles of today and tomorrow.
Forward lifts use a closed-loop hydraulic system that prevents contamination of the hydraulic fluid. In open-loop systems, the reservoir is exposed to the shop environment, allowing dust, moisture, and debris to enter the hydraulic fluid over time. Contaminated fluid accelerates wear on seals, valves, and cylinders, leading to premature failure and costly repairs. The closed-loop design on Forward lifts isolates the hydraulic system from environmental contaminants, extending the life of hydraulic components and reducing maintenance requirements.
This is the fundamental reason to choose Forward Lift. You get a lift that is manufactured in the same facility, by the same company, using the same quality systems as the most respected lift brand in the world (Rotary). But you pay significantly less. Forward is how Dover serves the price-conscious professional market without compromising on quality or certification.
Think about what that means in practical terms. The steel that goes into a Forward Lift is cut, bent, and welded in the same shop as Rotary steel. The powder coat is applied in the same paint system. The quality inspectors who check Rotary lifts check Forward lifts. The engineers who design Rotary products contribute to Forward design. The same REMSTAR parts system that stocks Rotary components stocks Forward components. You are buying the same manufacturing DNA at a lower price point.
Direct-pull hydraulic cylinders are a genuinely superior technology. They reduce maintenance, increase reliability, and provide smoother operation than chain-driven systems. Most direct-pull lifts carry premium pricing — this technology is typically found on lifts that cost $3,000-$5,000 more than comparable chain-drive models. Forward delivers direct-pull at a mid-range price point — this is one of the strongest value propositions in the lift market.
Forward’s warranty includes:
The labor and freight coverage in the first 6 months sets Forward apart from budget brands that offer parts-only warranties. If something goes wrong early in ownership, Forward covers the repair cost, not just the replacement part. For a commercial shop where downtime costs money, that labor warranty has real value.
Against Rotary Lift (its sibling brand), Forward costs less while sharing the same manufacturing facility and direct-pull technology. Rotary offers a longer labor warranty (1 year vs. 6 months), Shockwave fast-rise technology, Spotline laser guidance, and the prestige of the industry’s leading brand. Forward gives you the core quality at a more accessible price. If your budget allows Rotary, buy Rotary. If you want 90% of the Rotary experience at 70% of the price, buy Forward.
Against Atlas, Forward offers American manufacturing (Madison, Indiana vs. overseas), direct-pull cylinders (vs. chain-over-roller), and the Dover/VSG backing. Atlas offers lower prices and a wider range of models. The choice depends on whether American manufacturing and direct-pull technology are worth the price difference to you. For many shops, they absolutely are.
Against Challenger, Forward competes on a similar level. Both are American-made, ALI-certified, and competitively priced. Challenger offers Versymmetric technology and QuickCycle speed. Forward offers direct-pull cylinders and the Dover support infrastructure. Challenger uses chain/cable drive systems on most models, while Forward uses direct-pull across the lineup. Both are excellent choices for professional shops.
Against BendPak, Forward offers the Dover manufacturing pedigree and direct-pull technology. BendPak is a well-known brand with strong distribution, but they do not have the Fortune 500 backing that ensures long-term parts availability and support infrastructure.
The i10 is the model that defines Forward Lift. 10,000 lbs of ALI-certified capacity, direct-pull cylinders, Spot-Rite 3-stage arms, adjustable column width, and a 3 5/8″ minimum pad height — all manufactured in Madison, Indiana by VSG/Dover. The 5-year structural / 18-month parts / 6-month labor warranty provides comprehensive coverage. This lift represents the best price-to-quality ratio in the professional lift market.
Key Specs: 10,000 lbs, 77″ max lift, 3 5/8″ min pad height, 50-second rise, direct-pull cylinders, adjustable width (131″/137″), ALI/ETL Certified, 1,750 lbs shipping weight
Best for: Independent repair shops, small dealerships, home garages that want commercial-grade equipment, any shop that values Dover quality at a competitive price. The i10 is the lift we recommend most often to shops buying their first professional two-post lift.
The DP10A adds enhanced Spot-Rite 3-stage front arms with offset design for true symmetric and asymmetric flexibility. For shops that want the maximum versatility from Forward’s product line, the DP10A delivers every feature of the i10 plus the enhanced arm design and additional adapter extensions (3.5″ and 5″).
Key Specs: 10,000 lbs, 76 1/4″ max rise, 3 3/4″ min adapter height, direct-pull cylinders, 131″/137″ adjustable width, ALI/ETL Certified
Best for: Shops servicing a diverse vehicle mix that need both symmetric and asymmetric capability. Dealerships with multiple vehicle brands where technicians encounter everything from low sports cars to tall SUVs.
The DP15 provides 15,000 lbs of heavy-duty lifting capacity with three height configurations (low ceiling, standard, and extended). Direct-pull technology, 83 1/4″ rise height, heavy-duty two-stage arms with reinforced gusseting, and eight aircraft-grade aluminum truck adapters make this lift ready for serious commercial vehicle work.
Key Specs: 15,000 lbs, 83 1/4″ rise, 5 1/2″ min adapter height, direct-pull cylinders, three height options (155″/175″/199″), ALI Certified, 3,698 lbs shipping weight
Best for: Shops servicing work trucks, vans, small buses, and commercial vehicles. Fleet maintenance facilities. Any operation that needs heavy-duty capacity with the reliability of direct-pull technology.
The CR14 provides 14,000 lbs of four-post lifting capacity with a 78 3/4″ rise. Available in standard (182″ wheelbase) and extended (215″ wheelbase) configurations, with an alignment conversion option (CRA14). The multi-position lock system keeps the lift level at any lock position.
Key Specs: 14,000 lbs, 78 3/4″ rise, standard or extended length, alignment conversion available, ALI Certified
Best for: General service shops, dealerships, vehicle storage, alignment bays (with CRA14 configuration).
The CRA14 comes complete with rolling jacks, internal air line kit, radius gauges, and rear slip plates. Everything needed for four-wheel alignment service is included, making this a turnkey alignment solution that saves the time and cost of sourcing individual components.
Key Specs: 14,000 lbs, 182.5″ max wheelbase, complete alignment package included, ALI Certified
Best for: Shops adding alignment services, tire shops expanding capabilities, any operation that needs a combined service/alignment platform.
The single most important thing to understand about Forward Lift is the Dover/VSG connection. When you buy a Forward Lift, you are buying a product from the same company that makes Rotary Lift — the world’s number one lift brand. Forward exists because Dover recognized that not every shop can or should pay Rotary prices. Forward delivers Dover quality to the professional market at a more accessible price point.
If you are deciding between a Forward Lift and an imported brand at a similar or lower price, ask yourself this question: would you rather have a lift made in the same factory as the world’s best-selling lift brand, or a lift made overseas by a company you know nothing about? The answer usually makes the decision easy.
Before ordering any Forward Lift, verify these installation requirements:
The i10 and DP10A require a minimum 12-foot ceiling in standard configuration. The DP15 is available in three heights: the low-ceiling version needs approximately 13′ of clearance, the standard version needs approximately 14′ 8″, and the extended version needs approximately 16′ 8″. Measure your actual ceiling height — not the listed height of the building, but the actual clearance from floor to the lowest overhead obstruction (sprinkler heads, ductwork, lighting, etc.).
Two-post lifts require a minimum 4″ concrete slab at 3,000 PSI compressive strength for proper anchor bolt performance. If you are unsure about your slab specifications, have a concrete contractor evaluate it before ordering. Installing a lift on inadequate concrete is dangerous and will void the warranty.
Forward Lift equipment runs on 208/230V single-phase power — standard for professional service equipment. The i10 and DP10A draw 17 amps on a 20-amp circuit. The DP15 also requires 20 amps. Ensure adequate electrical service is available at each bay location. Three-phase and 600V options are available by special order for the DP15.
Two-post lifts require adequate bay width and length to accommodate the lift footprint, vehicle overhang, and technician working space. The i10 requires approximately 11′ x 24′ of bay space. The DP15, with its wider column spacing, requires more. Always check the specific model’s bay size requirements against your available space.
Forward Lift represents one of the best values in the automotive lift market. For shops on a tight budget, the i10 delivers Dover/VSG quality at a price that competes with imported chain-drive lifts. For shops with more capacity needs, the DP15 provides heavy-duty capability at a fraction of the cost of comparable heavy-duty lifts from premium brands.
When evaluating lift costs, consider the total cost of ownership over 15-20 years, not just the purchase price. Forward’s direct-pull technology eliminates chain maintenance and replacement costs. The robust construction minimizes repairs. The 5-year structural warranty provides long-term coverage. And the Dover/VSG parts infrastructure ensures replacement components will be available for the entire life of the lift.
Many shop owners focus on the sticker price when comparing lifts, but the real cost comparison should include:
When you add up these factors over a 15-20 year ownership period, Forward Lift often comes out as the lowest total cost of ownership for a professional-grade lift. The initial premium over budget imports is typically recovered within the first few years through lower maintenance costs and avoided downtime.
For shops outfitting multiple bays, Forward Lift provides distinct advantages. The adjustable width on the i10 and DP10A allows the same model to be configured differently for each bay, simplifying procurement while optimizing each bay. The DP15’s three height configurations provide similar flexibility for heavy-duty installations. Ordering multiple units of the same model simplifies parts inventory and technician training.
We regularly help shops plan multi-bay installations with Forward Lift equipment. Whether you are building a new facility from scratch or replacing aging lifts one at a time, we can help you develop a phased plan that fits your budget and operational needs. Contact us for multi-unit pricing on Forward Lift packages.
The automotive industry is in the middle of a fundamental transition to electric vehicles, and this transition has real implications for lift equipment. EVs present unique challenges for service shops: they are typically heavier than equivalent ICE vehicles due to the battery pack, they have lower ground clearance in many cases, and the battery pack creates a large, flat surface under the vehicle that requires careful lift point selection.
Forward Lift is well-positioned for the EV era for several reasons:
As more EVs enter the service pipeline, having a lift that can safely and correctly accommodate them is not optional — it is essential. Forward’s combination of low pad height, adequate capacity, adapter versatility, and smooth direct-pull operation makes their lifts EV-ready out of the box.
Beyond EVs, modern vehicles in general are becoming more challenging for lift equipment. ADAS (Advanced Driver Assistance Systems) sensors and cameras are increasingly mounted on the underside of vehicles, requiring careful lift point selection to avoid damage. Composite body panels and aluminum construction are more susceptible to damage from improper lifting. Active suspension systems may need to be deactivated or placed in service mode before lifting.
Forward Lift addresses these challenges with their comprehensive adapter system, documented lift point compatibility, and the precision of their direct-pull lifting action. The multiple adapter heights included with each lift allow technicians to match the exact lift point height specified by the vehicle manufacturer, avoiding contact with sensitive components.
Proper installation is critical for safe operation and warranty coverage. We recommend professional installation by a qualified lift installer. Key installation considerations include:
Forward’s direct-pull design minimizes maintenance requirements, but some routine care extends lift life and ensures safe operation:
At TruckAndCarLifts.com, we are an experienced Forward Lift reseller. We understand the unique value proposition that Forward delivers — Dover/VSG quality at a competitive price — and we help shops make informed decisions about their lift equipment investments.
Forward Lift represents one of the best values in the automotive lift market. You get American manufacturing in Madison, Indiana. You get direct-pull hydraulic technology — the same system used in the world’s best-selling lift. You get ALI/ETL certification from independent third-party testing. You get a warranty that includes labor coverage. And you get the backing of the world’s largest lift company, Dover Corporation.
All of that comes at a price that competes with mid-range brands. It is difficult to find a better combination of quality and value in the lift industry. When we talk to shop owners who are buying their first professional lift, Forward is often the brand we recommend — it gives you everything you need without paying for features you may never use.
Ready to get Dover quality at a Forward price? Browse our online store or contact us directly for pricing on any Forward Lift model.
Call us today to discuss your Forward Lift needs. Whether you are buying your first lift or outfitting a multi-bay facility, our team provides honest, experienced guidance on every model in the Forward lineup.
Also explore our other top brands: Atlas Automotive Equipment | Rotary Lift | Challenger Lifts | MAHLE Service Solutions | COATS | Norco Professional Lifting
Dover-built, direct-pull, ALI-certified — at a value price.
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