Tadano-Demag integration in German-speaking region

9 March 2020


Tadano Group has announced a joint sales and customer support structures for Tadano and Demag in Germany, Austria, and Switzerland.

The move is part of the acquisition process, as Tadano plans to take advantage of synergistic effects and streamlining company structures in order to ensure that customers will be able to get all products from a single source in the future.

These three markets are key for both Demag and Tadano. “This is why streamlining the sales and service organization structures for both brands is absolutely crucial,” said Tadano

Demag and Tadano brands will have a joint sales organization structure with eight sales territories that will be headed by Christian Schroeder, previously the sales manager at Tadano. He will be reporting directly to Klaus Kröppel, who will be assuming responsibility for the markets in the German-speaking region and for the UK, Ireland, Spain, Portugal, Italy, and Scandinavia as the VP of Sales. Meanwhile, the previous Demag sales manager for these countries, Christian Kassner, will be assuming the senior manager position for the global Used Cranes business unit.

“The organizational integration of our two companies is moving ahead perfectly and on schedule. That means that we now have a one-stop sales organization structure for all our products,” new sales manager Schroeder said.

Tadano said: “Consolidating the sales organization structures made it possible to reduce unnecessary redundancies and strengthen sales know-how by combining the teams’ experience for the benefit of the brands’ customers.”

Customer support, which is also being consolidated, has been headed by Manfred Schlumberger since March 1st, 2020. However, the department is not just simply being placed under a higher-level manager, but lower-level management levels are being merged as well. “This means that key departments such as training and customer service will be led by a single person, enabling us to be closer to our customers and take better advantage of synergistic effects,” Schlumberger said.

In addition, the service technicians for both brands are currently undergoing the necessary training in order to expand the service network and be able to respond to customer requests even faster. For the first time at Demag, both service and spare parts supply operations are now under a single roof, as they are at Tadano. “Having service and our spare parts supply operations this close together will result in significantly improved services for our customers,” Schlumberger said. The scheduling department will remain unchanged so that customers can keep their familiar phone contacts. However, the company plans to increase the company says that the combined Tadano-Demag team ‘as soon as all internal prerequisites for a smooth transition without any drawbacks for its customers are established’.