Terex Cranes transforms into two entities

Terex Cranes is separating tower cranes and rough terrain cranes into two entities.

Going forward, the crane manufacturer will transform into Terex Tower Cranes and Terex Rough Terrain Cranes.

The reorganization includes independent leaders and brand identities as well as expansion of manufacturing capacity, including a brand-new facility to manufacture self-erecting cranes. Terex Tower Cranes and Terex Rough Terrain Cranes will sit within the lifting category of Terex Materials Processing’s equipment portfolio.

“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,” said Kieran Hegarty, President Terex Materials Processing.

“We see a lot of potential for Terex Tower Cranes and Terex Rough Terrain Cranes.”

Each new brand now has its own general manager with independent growth strategy to expand each product portfolio and find new distribution partners globally while enhancing support for the existing network.

Marco Gentilini will lead tower cranes as Vice President and General Manager. The segment includes flat top, luffing jib, hammerhead and self-erecting tower cranes manufactured at its Fontanafredda facility, in north-eastern Italy.

Gentilini sees room for expansion in the self-erecting crane product line. Nicola Castenetto will lead the product development, strategic planning, sales and post-sales activities of self-erecting cranes.

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,” Gentilini said. “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.”

Giancarlo Montanari is leading Terex Rough Terrain Cranes as General Manager. The Rough Terrain Cranes are manufactured at Crespellano in Northern Italy.

“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,” Montanari said.

The priority for the new rough terrain crane business will be to expand its market presence into countries with limited rough terrain crane popularity while improving manufacturing capacity at Crespellano to meet growing demand.

“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,” Hegarty said.