Following the 2024 acquisition of Manitex, a manufacturer of lifting equipment for key industries, including infrastructure, construction, and heavy industry, Tadano Oceania is preparing to release new products to the local market.
The Manitex product line-up includes PM knuckle boom cranes as well as Valla pick and carry cranes, brands which closely align with Tadano’s strategy of offering innovative, sustainable lifting solutions.
Michael Atherden, Tadano Oceania’s Business Development Manager explained, “Tadano’s acquisition of Manitex has significantly increased the availability of product lines that we can offer the local market. Initially, we are concentrating on products which we think will have the biggest impact in Australia and these are designed and manufactured by PM, which includes an Italian manufactured range of knuckle boom and vehicle loading cranes.
“Our Italian factory also manufactures an extensive range of aerial work platforms, including tracked and spider versions. Since the acquisition, we have been preparing the local Tadano business to bring these products under our wing and offer them into the Australasian region.”
Tadano will distribute and support the new product range. “With the truck mounted cranes, we will be bringing in the crane units with sales and support heavily driven by a network of distributors, dealers and crane resellers,” explained Michael.
“We are also establishing a network of installation partners which will work with the distributor network, allowing us to focus on promoting the brand to the market and directly to key customers.
“Being a truck-mounted lifting solution, we will bring the product to market in a number of ways. We can sell it as a supply-only to our distribution network or we can provide a ‘supply and fit’ solution where we will take the responsibility for the installation of the crane and the adaption to the truck. In special cases, and depending on the circumstances, we will also consider a turnkey solution for some of the bigger cranes.
“Because of the specialist knowledge required to fit them and the required integration with the factory, if a customer is keen on a large model from the PM range, we would look at providing a one-line solution. This involves us working with the customer and the factory to build the specification and then purchase the truck, complete the installation, and commission the entire unit for the customer.”
Tadano Oceania has trusted partners it works with for its Japanese truck-mounted solutions. “We’ll be looking to work with them wherever possible, and we will bring new partners online who share the same values as Tadano,” added Michael. “We have our own technical support team which is well versed in high tech all-terrain and crawler cranes, as well as rough-terrain products and this team will be supporting the products as they launch into the country. We also have our specialist team that deals with truck-mounted installations.”
The lifting capacity of the PM range goes all the way from 3.8 ton-metres through to 150 ton-metres.
“The largest capacity units are big with a maximum combination of 50 metres of reach. But the range goes all the way down to the smaller cranes that you’ll see on the back of delivery trucks for landscaping products or steel house frames and applications like that. The volume market will be in general truck applications that you pass every day, building up towards more specialist applications as the size of the crane increases. We know we are entering into a very competitive space, but we are committed to promoting and supporting the brand and taking it to the next level under the Tadano banner,” explained Michael.
Michael is confident the local market will respond to the quality and performance of the PM range. “The Italian market features a number of crane manufacturers which makes for a competitive environment. I have witnessed first-hand how well organised and capable the manufacturing facilities are. The team at PM is strong on research and development and there is no doubting the quality of the product. At Tadano, we focus on quality in everything we do and that is our promise to the market. The factory has an annual production of around 1600 units but under the Tadano banner, we will be looking to grow this volume.”
Michael continued, “As more products come online, the intention is for Tadano to be the first thought that comes into a customer’s mind. When they need a lifting solution, we want them to think, ‘Let’s see what Tadano has to offer’.
“With factory backing from Tadano and local support from our engineering team, we’re confident customers will have strong trust in our products and the support we provide. The same applies to our partners; we’re committed to supporting their businesses and delivering whatever they need to offer the best possible lifting solutions and service to their own customers,” he said.
For more information, visit tadano.com.au.