27.02.2023

Tadano restructures in South America

Tadano has appointed Adriano Battazza as vice president/general manager of sales for South America.
As part of the move, the company has realigned its previous regional sales structure from three separate regions - Mexico, South America and Brazil - into a single organisation covering the entire region. Masatoshi Hirano will continue to lead parts, service and finance efforts in Brazil.

The company said: “Realigning the sales and aftermarket support structure within the region will offer customers a more focused product strategy and help to expand parts and service team availability.”
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Adriano Battazza

Battazza joined Tadano late last year, having held a similar job with Minelab Metal Detectors, most of his career, however, has been spent in the aerial lift industry with Genie, Skyjack and Haulotte. He began at the start of 1991 with Brazilian pallet manufacturer Novomad becoming general manager, before leaving for Genie in 1998 initially as business development manager for Genie Brasil. After two and a half years in the role he was appointed regional sales manager for South America excluding Brazil and Mexico. In 2003 he was promoted to sales director for the region, managing it from the regional office in Miami.

He moved to Skyjack in 2011 as regional sales director and general manager of Skyjack Brazil leaving for a similar role with Haulotte Brazil five years later. In 2020 he gave the rental business a try, with sales and rental company Brasif Máquinas covering the southern region of Brazil, before moving to Minelab.

Tadano America president Dean Barley said: “Tadano’s goal is to become the world’s leading supplier in the lifting equipment industry, and successfully harmonising our Latin American reporting structure is another critical step in helping us to realise this goal. Adriano is well known throughout the region, and his long career shows undeniable sales and distribution success. He is the right person for the job.”

Battazza added: “The strategy to realign the markets in Mexico, Brazil and Latin America to collectively report as a single sales unit will significantly help Tadano to expand our lifting solutions for customers throughout all of Latin America. I am honoured to lead this dedicated and experienced sales team and look forward to meeting with customers. Tadano offers an extensive range of equipment solutions to help ensure the prosperity of our customers.”