The starting point for the OneTadano strategy was the integration of Demag into the Tadano Group in 2019, marking a major step towards the group’s goal of becoming No.1 worldwide in the lifting equipment industry.
Tadano’s objective is to “earn the position of the first choice for customers, and to position Tadano as a leading industrial supplier of lifting equipment solutions,” said the group.
A main initiative has been merging local sales and service branches in all markets into joint Tadano teams. These branches used to act independently of each other, but this change has enabled them to provide more comprehensive offerings to customers along with better service, since it is covering all their equipment.
“This way, our customers now enjoy getting support for all their Tadano cranes and legacy Demag cranes from these consolidated service and parts teams with a single call,” said Klaus Kröppel, senior vice president sales, Tadano Demag GmbH and Tadano Faun GmbH.
Another important initiative was the recent launch of the Tadano AC 2.040-1 all-terrain crane, which represents a world first in two ways: it is the first all-terrain crane jointly developed by Tadano’s Lauf and Zweibrücken facilities in Germany, and it is also the first member of the future Tadano AC family.
“That’s why this market launch is really special for us – after all, the new AC 2.040-1 is the first crane to combine the best of our two worlds with the know-how from Zweibrücken and Lauf,” said Frank Schröder, VP of all-terrain crane product line.
This also means that the AC 2.040-1 is blazing a trail that all Tadano all-terrain cranes will be following in the future. They will share the same DNA with a standardised crane control system, cab, on board diagnostics, telematics and many other technologies.
Standardised product names
Tadano has also standardised the product names for all its all-terrain and lattice boom crawler cranes as part of its OneBrand strategy. The change has applied to the Tadano (Faun) ATF and Demag AC all-terrain product lines, as well as Demag CC lattice boom crawler cranes. For example, the AC 450-7 has become the AC 7.450-1.
As a further step, the product names for the telescopic boom crawler cranes in the GTC line will be standardised and changed in line with the names used in the American market, with the GTC‑1800EX kicking things off; effective immediately, this model is now sold under the GTC‑2000 name worldwide.
This also goes for the group’s most recent market launches – the AC 2.040-1, AC 4.080-1 and the seven-axle AC 7.450-1 – as Tadano’s customers are expanding the presence of these new cranes on jobsites throughout the world.
Tadano Green Solutions
In addition, Tadano is making efforts as part of its commitment to sustainability and protecting the environment. The group has published its goals of reducing the CO2 emissions from its business activities by 25% worldwide and those from its products by 35% by 2030.
Tadano has also announced the world’s first fully electric rough-terrain crane, which is currently in an advanced development stage. The machine will be able to travel to and from jobsites and take care of all lifting operations there exclusively with energy supplied by its batteries, resulting in zero-emission operations. The market launch for this model is planned for the end of 2023.
Another example is the ESTA-award-winning E-Pack which has been available since 2020. This feature is an electro-hydraulic system that comes with an integrated 32-kW electric motor that makes extremely quiet zero-emission crane operation possible. Applications include indoor jobs, projects in urban areas, and nighttime work in residential areas.
On top of that, many Tadano cranes can be operated in an environment-friendly manner thanks to, model-specific, compatibility with various alternative diesel fuels, and Tadano is constantly working on expanding the list of compatible models. The use of these fuels, such as HVO, makes crane operation with reduced emissions possible so that the machines are more climate- and environment-friendly.
In this way, Tadano works to develop green solutions for its customers while not forgetting to innovate for the needs of customers working in markets where internal combustion engines are still the norm, ultimately always giving the customer a choice, and a different solution to all their needs.
What’s more, Tadano will be showcasing a large number of digital solutions, tools and offerings at bauma, including the LiftPlan outrigger load and work range tool, IC-1 Remote & Hello Net, and the new Heavy Goods logistics planning tool.
Other highlights from the Tadano digitalisation campaign include the new www.tadanoeurope.com website, which went live at the end of 2021, and the brand-new www.tadanoworld.com digital showroom.
Tadano said the group is on schedule to fulfil its 2021 announcement that it would be launching 15 new cranes in the coming years, with the first ones already having been brought to life.
“Our OneTadano transformation process is going as planned, and it’s something we’ll get the chance to show everyone at bauma,” confirmed Jens Ennen, CEO of Tadano Faun GmbH and Tadano Demag GmbH. “Nearly all the products on display did not even exist yet at the time of bauma 2019, and several models and solutions will be celebrating their world debut at bauma 2022.”
Bauma booth: FS.1205 / 1305
