Ática Partners Meeting 2026: Vision, Shared Effort and a Clear Roadmap

Before delving into the content, it is essential to thank everyone who made these two days possible: attendees, speakers and award recipients, as well as Marcos Blasco and the entire Europea de Carretillas family for hosting the event in Valencia. Special thanks also go to the ÁTICA team who, led by Mónica and Carmen, took care of every detail throughout the preparation and execution of the meeting.

Generational Transition at the Ática Partners Meeting 2026

Ática Partners Meeting 2026: Inspiration, Limits and Shared Learning

The talks delivered by Alex Roca and Josef Ajram focused on personal growth and the absence of self-imposed limits. Despite very different personal and professional backgrounds, both speakers shared a common message: progress is always possible, regardless of the starting point, when effort, discipline and determination are present. In both cases, sport was the foundation of a mindset later applied to their professional lives.

Jon Angulo offered a complementary and necessary perspective: limits do exist and must be understood. Building, growing and leading a business requires acknowledging factors that often do not need to be reinvented, but rather remembered and applied with common sense, experience and rigor. This reflection aligns closely with many of the ideas explored in IMAGINE magazine, issue 27.

Culture of Effort and International References

One of the central themes of the Ática Partners Meeting 2026 was the reflection on the culture of effort, illustrated through examples of countries that, despite historically challenging starting points, have become global economic and technological powers. Cases such as China and Singapore highlight the decisive role of education, meritocracy, tolerance for failure and strong personal preparation as drivers of competitiveness and sustainable growth.

This perspective invites us to rethink certain Western models and to recover values that are now more necessary than ever in increasingly demanding markets.

Premium Positioning, Differentiation and Sense of Belonging

Within this context, ÁTICA presented its strategic roadmap: a premium positioning and rebranding process aimed at becoming an “island” or “oasis” within its sectors of activity. This initiative seeks to increase the perceived value of the network, strengthen differentiation and enhance long-term loyalty.

The goal is to recognise “platinum” associates as elite companies—technically excellent, socially responsible and highly professional. Companies that move from being chosen to being desired, and that act as a driving force for the entire network.

This process, which will extend over slightly more than a year, will involve associates, suppliers and the Central itself, and will be built on four key pillars:

• Changing the narrative
• Elevating the experience
• Creating symbolic exclusivity
• Building a strong sense of belonging

Ática Partners Meeting 2026: Products, Technology and New Solutions

In terms of products and technology, two major trends were addressed: electrification, affecting all types of machinery, and automation, with particular focus on AGV and AMR systems. The impact of new Asian manufacturers and the gradual change in the perception of Chinese products in European markets were also analysed.

Among the innovations presented during the Ática Partners Meeting 2026 were:

• The new PRO product series
• A new range of telescopic handlers, scheduled for launch in April
• New soil-working machines from Krukowiak
• The future automated warehouse in Talavera (DASP)
• The Roy Pow power pack (PC15KT)
• A new AI-powered WhatsApp application, Argos

Activation, Commitment and Sustainable Growth

Beyond the presentations and data, the message was clear: it is time to move from reflection to action. To stop dwelling on uncertainty and start pulling together collectively, contributing value and allowing others to take an active role.

Since its inception, ÁTICA has continued to grow steadily and maintains its objective of doubling its size over the next four years, balancing risk and reducing the weight of forklifts to a maximum of 50%, thanks to the development of the agricultural and construction divisions.

Ática Partners Meeting 2026: Strategic Travel and Shared Knowledge

Two new strategic trips were announced. The first will be an expedition to China in November, aimed at gaining deeper insight into local culture and working methods, with visits to EP, Everun and Vanse factories in Beijing, Qingdao, Xiangyang and Jining. The second will be a trip to Italy, including a visit to the Bolzoni factory.

These initiatives strengthen relationships between associates, the Central and suppliers, while also fostering technical knowledge and continuous improvement.

Awards and Recognitions at the Ática Partners Meeting 2026

One of the most memorable moments of the event was the presentation of the Awards and Recognitions, through which ÁTICA acknowledged the effort, professional trajectory, talent and commitment of companies and individuals within the network.

Associate of the Year – Forklifts

Agricultural Associate of the Year

• Primer premio: Agrícola Salinero
• Segundo premio: Berro-Bide

Supplier of the Year

Young Talent of the Year

Professional Career Award

MB Associate of the Year

Club of 100

MB Salesperson of the Year

Ten-Year Service Award

From the Central, Samuel Fernández and Roberto Cid also received the ten-year service distinction.

Looking Ahead: Ática Partners Meeting 2028

The Ática Partners Meeting 2026 concluded with an announcement looking firmly to the future: the next edition will take place in February 2028 in Portugal, opening a new chapter in the ongoing construction of a shared vision, a strong network and a common future.