17.03.2023

Terex to split Crane business

Terex is to restructure its Cranes business into two separate operations, Terex Tower Cranes and Terex Rough Terrain Cranes - or three operations if you count Terex Franna.
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Terex Tower Cranes will be managed by general manager Marco Gentilini, with Flat Top, Luffing Jib, Hammerhead and Self-Erecting tower cranes manufactured at its Fontanafredda facility in north eastern Italy. In order to expand its self-erecting tower crane business, the company has appointed Nicola Castenetto to lead product development, strategic planning, sales, and after sales functions for self-erecting cranes at a new dedicated production facility that will expand capacity.
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Marco Gentilini

Terex Tower Cranes
Gentilini said: “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
The Terex Rough Terrain Cranes business will be managed by general manager Giancarlo Montanari and will include the RT and new TRT ranges manufactured at its plant in Crespellano, Northern Italy.

Montanari said: “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. 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.”
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Giancarlo Montanari

Terex cranes is a part of the Terex Materials Processing division managed by Kieran Hegarty who added: “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. We see a lot of potential for Terex Tower Cranes and Terex Rough Terrain Cranes.

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.”