‘Quiet as a whisper’: How a German firm turned the freight lift used in the Louvre heist into a sales pitch

German company Böcker Maschinenwerke GmbH gained global recognition after their lift truck was used in a Louvre jewel heist. Böcker turned the heist into viral marketing, promoting their Agilo model's efficiency and stealth. The company condemned the crime but saw it as an opportunity to highlight their product's capabilities.