Terex Materials Processing has announced the transformation of Terex Cranes into two separate entities: Terex Tower Cranes and Terex Rough Terrain Cranes. This reorganisation involves investment with independent leaders and brand identities as well as expansion of manufacturing capacity, including a brand-new facility to manufacture self-erecting cranes. Both entities will sit within the ‘Lifting’ category of Terex Materials Processing’s broadening equipment portfolio.
“We see a lot of potential for Terex Tower Cranes and Terex Rough Terrain Cranes,” said Kieran Hegarty, president of Terex Materials Processing. “Since they are two completely different set of products, manufactured in two independent facilities, it makes sense to separate them to provide more focus and clarity.
“We have new brand identities for Terex Tower Cranes and Terex Rough Terrain Cranes and each business now has its own individual general manager who will execute independent growth strategies, broadening their specific product portfolio and expanding distribution partners for those products globally while enhancing support for their distribution network.”
Terex Tower Cranes
Marco Gentilini – vice president and general manager, is heading up Terex Tower Cranes, to include flat top, luffing jib, hammerhead and self-erecting tower cranes manufactured at its Fontanafredda facility in north-eastern Italy. Terex tower cranes work on some of the most formidable jobsites around the world and provide strong performance due to rugged set up and advanced technology.
Identifying a particular room for expansion in self-erecting cranes, Mr Gentilini said, “We have appointed Nicola Castenetto to lead the product development, strategic planning, sales, and post-sales activities of self-erecting cranes. Nicola has been with us for 15 years and is ideally suited to strengthening the relationship with our existing partners while opening new markets, countries where in the past, self-erecting cranes have not been so present.
“Commercial expansion, in terms of new markets, channel development and expanding our distribution network is a key focus. Along with Nicola’s appointment, we also have dedicated engineering team to lead product development, and a brand-new facility that will concentrate on the manufacture of self-erecting cranes. It’s an exciting time for this arm of our business and these investments show that we believe in the product and are committed to growing it.”
Terex Rough Terrain Cranes
Giancarlo Montanari – general manager, is leading Terex Rough Terrain Cranes, to include its RT range and more recently launched TRT range, which is equipped with the TEOS operating system that enhances information flow and operating efficiency, T-link features, a new ergonomic cab with wide visibility, new Stage V engines, and a new boom with three extension modes.
Manufactured at the Terex facility in Crespellano, northern Italy, the company’s rough terrain cranes are compact, versatile and easily manoeuvrable, with different steering modes to turn in very small spaces. “Being physically based at Crespellano and having full responsibility for both the internal side of the Terex Rough Terrain Cranes business as well as the outside, customer-facing side ensures that there is focus, continuity of oversight, coordination and support across all departments,” said Mr Montanari.
Continuing on key priorities, Mr Montanari added, “During my time so far with Terex, I have been able to meet distributors and customers; and the key thing they look for is performance. The crane must be easy to use and maintain, to maximise their productivity. And certainly, our TRT range with the new TEOS operating system and T-Link telematics ticks all those boxes.
“We know we have an excellent product, so our priority is on expanding our market presence into countries where rough terrain cranes are not so popular yet. Development of our distribution network is also a critical task, and finally, improving manufacturing capacity at Crespellano to meet growing demand.”
Mr Hegarty concluded, “We are confident that this new structure will focus each business on strengthening their individual and unique brands. Both leaders have a wealth of experience, and our investments will support them in driving the long-term growth and success of Terex Tower Cranes and Terex Rough Terrain Cranes.”
