Tadano unveils global strategy, drops Demag brand

7 April 2021


Tadano Group has announced a number of strategic initiatives that will transform the company’s global presence. This transformation is part of Tadano’s long-term strategy to become the top lifting equipment manufacturer worldwide.

One of the key changes announced was the transition to a single, unified brand. “The harmonised Tadano brand will be used for all cranes, replacing the Tadano (Faun) ATF and Demag AC all terrain cranes, Demag CC lattice boom crawler cranes, and Tadano Mantis telescopic boom crawler cranes branding,” said the manufacturer.

With this change Tadano will also harmonise product nomenclature for all terrain and crawler cranes. It will still use AC for all terrain and CC for lattice boom crawler cranes, in combination with axle number, metric tonnage and a version number. For example the 450t seven-axle AC 450-7 will be marketed as AC 7.450-1. For the crawler cranes the combination used will be CC + legacy series + lift capacity + version, i.e the 650t CC 3800-1 will become CC 38.650-1.

Tadano plans to finalise the re-branding with the introduction of the first jointly-developed all terrain crane from the Zweibrüecken and Lauf production sites in Germany later this year.

“Unifying all models under the Tadano brand affords the company an opportunity to better leverage synergies, maximise economies of scale and ultimately offer customers a more competitive full line of lifting equipment,” said the manufacturer.

To carry out this new vision, Tadano is further aligning and improving operations in Zweibrücken and Lauf as part of the previously announced restructuring concept. It is establishing competence centers for carriers and superstructures in Lauf and Zweibrücken respectively to ensure better integration of production. The restructuring of the Tadano Faun and Tadano Demag business, is part of the company’s process of reorganisation of its European operations.

Tadano also announced the re-introduction of Japan-made rough terrain cranes to the European market. At the same time, it is expanding sales of its German all terrain and lattice boom crawler cranes in Japan.

In the Americas, Tadano is streamlining its business activities under a unified structure ‘Pan-American Operations’. All commercial activities for the Tadano Group in North, Central, South American and the Caribbean are coordinated by Tadano America Corporation.

“Under this new structure Tadano Mantis Corporation will continue to be an engineering and manufacturing center of excellence. Commercial operations – sales, marketing, service, and parts – for the telescopic boom crawler crane lineup will be coordinated through Tadano America Corporation,” said Tadano.

The manufacturer recently expanded its production of telescopic boom crawler cranes beyond the factories in the US, with a model manufactured in Germany.

Tadano’s newly-appointed president, CEO and representative director Toshiaki Ujiie commented: “Our current strategic initiatives allow us to improve innovation and significantly increase the number of new crane models introduced to the market over the next four years. In line with our core values of Safety, Quality and Efficiency based on Compliance these moves will bring us closer to achieving our vision of becoming No. 1 worldwide in the lifting equipment industry.”