Rethinking Intralogistics: VP Automation Arjan van Zanten shares his vision
June 2025
EP Equipment is proud to spotlight Arjan van Zanten, our Vice President of Automation since January 1st, 2025. With over two decades of experience in automation and intralogistics, Arjan has been instrumental in driving innovation and scaling operations at EP Equipment. Since joining the company in 2015 when annual production stood at just 35,000 units. Arjan has played a key role in transforming EP Equipment into a global leader, now producing over 350,000 units annually. In this interview, Arjan reflects on EP Equipment’s journey in product development and its strategic approach to automation. He shares insights into the cutting-edge technologies implemented at our manufacturing facilities in China and outlines his vision for the future of automation in 2025 and beyond.
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Q: Hi Arjan! How has EP’s journey in product development shaped its approach to automation?
A: EP’s evolution has always been rooted in simplifying material handling. First by shifting from manual to electric, and now from electric to automated solutions. In 2012, we introduced the entry level electric pallet truck, and in 2016, we pioneered lithium-ion battery technology. These innovations made advanced technology affordable and accessible, setting the foundation for our automation philosophy. Our focus has always been about making things simpler. Automation used to be a complex endeavor for elite companies with multi-million-euro budgets. And EP believes in making automation practical and available to everyone. Just like we democratized electric pallet trucks, we’re now doing the same with automation. We are bringing straightforward, scalable solutions to the broader market.
Q: Arjan, how would describe the current state of the warehouse automation industry in Europe and globally?
A: Globally, automation is advancing rapidly, especially in Asia, where automatic movement is becoming the norm. In China, for example, factories operate by default with automated equipment. Europe, however, is at a crossroads. We’re seeing increasing urgency around competitiveness, workforce shortages, and rising costs, yet our pace of automation adoption still lags behind.
We need a more strategic focus in Europe with more investment, more infrastructure, and a clearer vision. The competitive gap is widening, and to stay relevant, European industry must treat automation as essential, not optional. That’s why EP is focused on delivering fast, cost-effective automation solutions tailored for immediate deployment, even in brownfield operations.
Q: What common mistakes do companies make when adopting automation?
A: There are three main pitfalls. First, customers often don’t know what they really need. There’s a misconception that installing robots will magically fix everything, but it won’t. Any ideas or exceptions mostly come up during the implementation and after the first trucks are running. Full scale automation requires careful planning and understanding of real processes.
Second, suppliers tend to overpromise. With the pressure to recoup large R&D and marketing investments, they’re inclined to say “yes” to everything, especially software-driven promises that may not be functional in the end.
Third, both sides fail to envision the future of warehousing. Too often, automation replicates existing manual processes instead of rethinking them. Companies try to automate what humans already do, without redesigning new logic. True innovation requires reimagining and not just automating workflows.
Q: How does EP’s customer-first approach set it apart from traditional automation suppliers?
A: EP is unique in that we are our own first customer. Our factory in China is one of the most advanced in the forklift industry, and it serves as a testbed for every new automation concept. This hands-on experience gives us real-world feedback, which we use to refine our products before offering them to external customers. We also believe in rapid prototyping and iteration. For example, we recently deployed 150 EXP entry-level automated pallet trucks into the market and encouraged customers to experiment with them. Their feedback directly informs product updates, like the improvements scheduled for our 629 event this month. This cycle of customer-driven, bottom up development helps us grow with our users rather than imposing rigid systems from above.
Starting from these entry level products, we give users the opportunity to start automation now and scale up later. Learning by doing. Start now, optimize as you go.
Q: What will be the future EP way of automation?
A: Our approach contains different levels of automation that exist both independent as well as interconnected.
We think in products, intelligence levels and in systems. At the core is our Digital Autonomous System (DAS), which connects different types of trucks, goods, and data through a digital twin of the entire factory. This allows full traceability: QR codes identify incoming pallets, integrated weighing forks verify contents, and the system guides goods from inbound through production to storage with complete visibility. With AI we optimize goods recognition, storage space and route planning.
With this system-level intelligence, we introduce the “warehouse @ anywhere” concept. Instead of having fixed racking or separate storage zones, every pallet location becomes its own dynamic warehouse. We even eliminate traditional shelving through block stacking, reducing storage footprint by up to 40%. And this data-driven model doesn’t stop with internal processes, we also connect suppliers, enabling a seamless flow of information across the entire supply chain. The result is a reimagined, agile, and intelligent logistics ecosystem where supply chain control, inventory, space, and labor are optimized continuously.
Q: Any closing thoughts?
A: Start now, automation is the new reality. We deliver the EXP and XP from stock with flexible and low cost rental programs. Contact your local dealer, solution company or contact us directly and get your first robot running quickly.
Arjan’s leadership and vision embody EP Equipment’s commitment to driving innovation and creating meaningful solutions for the challenges of tomorrow. Follow EP Equipment as we push boundaries, tackle challenges, and reimagine the future of warehouse automation. Stay tuned for updates, events, and innovations that are shaping tomorrow.