It is difficult to make generalisations about Western Europe, the variations between borders can be extreme, as many frustrated rental fleet owners will testify, and the one point that was raised repeatedly when manufacturers discussed the region, was that details matter. The market is one where the finer points are of huge importance, whether you’re talking about legal load limits on all terrains, the anticollision systems on tower cranes or the forthcoming emissions regulations. Complex issues combine with the regions large number of local competitors to create a place where understanding subtleties is key.
Although based in Europe, Bauma is an international conference, with customers and exhibitors both travelling from across the globe to attend. This year’s show was no different, and the wide range of attendees gave Cranes Today an insiders and outsiders insight into one of the industry’s oldest and most developed markets.
The view from the stalls
Diversity is one of the most valuable qualities that Bauma possesses, under the shadow of the largest marquee is an equally interesting smaller company serving a niche market or offering an alternative solution. These stands host a range of different companies from all over the world. Often they bring products specifically designed for the Western European market and all of them come with interesting opinions about the region.
Whilst certain areas of the European market have struggled in recent time other countries have continued to grow. One of these has been Turkey, there were several manufacturers from the country at Bauma. Erkin Worldpower were one of these and they were targeting German and Northern European markets with a new knuckleboom crane, the ER- 450000. The crane had been specially made to work in areas where space is restricted, predominantly for indoor work in factories with low roofs. The company said interest had been strong and a Danish firm owned the model on display at the stand.
Also from Turkey were Hidrokron, the company’s approach to the western market was very much price based. They were keen to emphasise how competitive they thought the price of their all terrain was compared to rival manufacturers. Hidrokron were also using Bauma to target European dealers and looking to expand even more since it first starting exporting four to five years ago.
The economic downturn in Western Europe has also presented an opportunity for companies from other regions looking to work with businesses that are re-assessing their supply chains. Avtokran of Russia brought their U-boom to the show, developed in a new section of their factory and is the first to be produced by a Russian company. The manufacturer said that the product had been very popular in Western Europe, especially with modern cranes that required the robust and flexible technological innovations. Similarly to the Turkish companies, Avtokran wanted to show their new products and achievements to potential customers from the west.
Advanced stability systems, were the main new feature of Italian manufacturer F’lli Ferrari’s offering at Bauma. The company were taking an alternative approach to Hidrokron and prioritising the advanced features over cheaper prices. The new 729 knuckleboom, filled a gap in the manufacturers range between 724 and 932. The boom has also been made to function at negative angles and lift material in difficult positions. These features on came at a higher cost to the customer and were therefore, the company said, more suited to advanced markets. The 729 had also been designed to be ready for incoming regulation specific to Western Europe.
Also focusing on new features as a USP was Austrian knuckleboom manufacturer Palfinger, who were promoting a boom innovation. The PK200002L, is the first in a new series from the company which uses a unique boom shape, which Palfinger said made the crane stronger. Another trend that was apparent in manufacturers thinking in relation to product development was versatility, recognising that rental fleets and small firms need more than ever for crane utilisation to be as high as possible. Palfinger said that the PK200002L had closed the gap between the knuckle boom crane and the mobile crane, providing the customer with a crane that had a much greater range.
Italian small pick and carry manufacturer Galizia, focused on adaptability too with several multifunctional units shown. The units as well as performing lifting functions could also be used for other tasks such as moving pallets.
Also exhibiting from the Southern European country was JMG, makers of industrial pick and carry units. It was the company’s first time exhibiting at Bauma, and it said that they had already sold one 30t crane to a German customer. The company were using the fair as a chance to increase their contacts across the board.
In terms of mini cranes, Japanese manufacturer Maeda brought a large range of units with new safety features and engines that were fully compliant with the new emission standards. Demonstrating that when entering the region manufacturers from other geographies are keen to show that they have taken into consideration the complexities of the market. Maeda were keen to show that also well as all the products on display being CE marked, several had additional safety functions such as the MC174, a computer controlled crane, which refuses to work when it is set up in a way that is potentially dangerous. Having its machines compliant with emissions well ahead of the deadline, which is later for smaller engines, was another feature the manufacturer wanted to make European customers aware of.
Larger stands, established brands
For the larger crane manufacturers Bauma is not only a place where big sales are made, but also an opportunity to assert their market position, flexing their manufacturing muscles for all the industry to see. For many German companies Bauma Munich is considered the ‘home’ event, and they take full advantage of this with large stands and ambitious displays of machinery. Not that the companies from outside Europe were prepared to be outdone, the larger foreign exhibitors took the opportunity to impress that they too are in good financial health. The size and ambition of the stands at this years show certainly suggested that none of these major brands are stepping back from Europe’s largest crane event.
Of the local brands present, Liebherr took the opportunity to demonstrate a range of different machines on a giant stand. Of particular relevance to Western European market was the 1000 ECB 125 litronic flat-top a new crane designed primarily for use in wind turbine erection, a sector that has continued to thrive particularly in Northern Europe, despite a lack of growth in other areas. The latest generation of wind turbines were designed with greater height for more efficiency, Liebherr’s new crane has therefore been tailored to suit this with a short jib length of just 31.5m, the crane can also be anchored to the turbine tower and a new rope reeving system can lift loads of up to 125t. Also on display, targeting developed markets was the manufacturers use of carbon fibre as a lighter replacement for steel as well as dual engines, which make cranes more efficient in terms of power. The German company showed once again that developing features that appeal directly to the needs of the European customer is the main tactic for many businesses based in the region.
Sennebogen was perhaps the manufacturer whose base was in the greatest proximity to the show, and the company exploited this fully by offering customers coach rides to their factory. Potential clients could use these trips to view a wider range of products and see the process that went into creating the machinery. Again it was region specific technical developments that defined the German company’s offering at Bauma. The company presented a new 80t crawler crane the 2200. The crawler has a wider undercarriage, higher capacity and hydraulics that have been optimised. It was the first in Sennebogen’s new E-series, the 2200 has Green Efficiency Technology satisfies the European Unions Tier 4i requirements, with its Eco Mode the unit is more energy efficient, which is has become a priority for companies in Western Europe.
Japanese crane manufacturers are always a presence at shows such as Bauma and this year was no different. Kobelco came to the show with a set of new machines that all fit the incoming engine regulations for major jobs in Western Europe. The company was keen to show its new G-Series the range that they are aiming at this market. The company was also concerned about customer feedback from this region of which the show provided a good opportunity for.
Also presenting at Bauma from the land of the rising sun was Hitachi Sumitomo, who concentrated on the new European emission regulations too. Its SCX 1500 introduced last year, had been updated in order to meet the new European standards. The machine carries a wider boom designed for better performance with a higher capacity. The crane is aimed at rental companies and smaller lifting firms.
Hitachi Sumitomo admitted that they faced challenging competition in Europe, which is a market they view as having more specific demands than others. The key to which lies in developing a product that can be sold into more than one market with as few alterations as possible.
Completing the trio of major Japanese manufacturers was Tadano. Again, in regards to Western Europe, their offering was focused upon particular market demands in the region. The company was keen to stress that the selection it brought to Bauma was all existing cranes that were actually available for purchase. Amongst the machinery at the fair was a selection of all terrains up to the 400t model all of which can travel on the roads in Europe. One of these was the HK65, with adaptable features that enable it to mean it to travel on British, Belgian and Dutch roads along with a number of others.
Tadano also said that it was looking to take advantage of the lower end of the crane market particularly in the UK, which was demonstrating increased profitability.
The Japanese business started work early on compliance with emissions regulations and said they had been proactively looking to comply. Whilst concentrating on the possible effects on a vehicles residual value, they have been putting the required 90% particle reduction into its engines.
American companies were as ever a prominent force at Bauma. Terex used the show to launch a new product range, a family of AT cranes led by the Explorer 5800. The company said that the emphasis with the vehicle was its high performance off-road and onroad. An adjustable counterweight also allowed it to be used in a variety of different ways and ensured it was road worthy in a range of European countries. The machine featured one engine and had an electronic control. All of which showed the concern in Europe for adaptable vehicles which have greater engine efficiency, as well as fitting with the different regulations relating to these areas. The US firm were also looking for feedback from European customers on its machines at the show.
Link-Belt of Lexington, Kentucky came with a different approach to its competitors, as the company has a firm focus on dealer-based selling. The manufacturer expressed its desire to emulate this model, which it has had success with in the US and other markets. The firm said that there was a distinct advantage in working with a local dealer who already has a developed understanding of the market and recognises what the customer base require. The company was looking not just at Europe but also to the Middle East and South America. Link-Belt said that the Western European economic outlook and the prominence of local competition did make it a challenging place to do business currently. This was made more problematic by the requirement of vehicles to have CE certification and the emission standards, which are due to come in January 2014. Link Belt did however post a 125% growth since Bauma 2010 in international sales.
Rounding off America’s most well-known manufacturers was Manitowoc, who brought a number of products from each of its Potain and Grove brand, aimed at Western European customers. The company sought to demonstrate to Western European customers how its products helped solve two of the biggest issues for buyers from this region: time and space.
The Potain Igo M14 was presented, a prototype not available on the market yet. The smaller crane is aimed at tradesmen performing jobs that take between 2 days and 1 month, the features of which are all designed to optimise the amount of time taken on a job. These include an adaptable ballast for better jobsite accessibility and a set up time of only 10 minutes, which the company viewed as the most valuable quality for the regions small tradesmen.
From the Grove product line the manufacturer brought amongst others the GMK6400 displayed, in an interesting manner on a platform so customers could view the underside of the chassis. This six-axle unit had one engine improving efficiency and reducing the emissions from the machine. The crane also has a Mega Drive feature, which allows the driver to inch the crane forward small amounts with great accuracy, particularly useful in tight spaces, which are common in Western Europe. The cylinders of which are attached to the bottom of the chassis, which were on full view at Bauma. At the ESTA awards, held during the show week, the GMK 6400 took the prize for innovation.
Tower power
With the European construction industry undergoing a difficult growth period, tower cranes have never needed to demonstrate their flexibility more than now. With a range of tower crane companies particularly from Southern Europe exhibiting at Bauma it is an interesting time to examine what is going on in this sector of the lifting industry.
For all German companies Bauma is significant, but for tower crane manufacturers Wolffkran it acquired even more importance as the company was celebrating its 100th anniversary at this year’s show. They also were launching a new topless crane, the 7032 designed for work on high-rise buildings, and built to operate in tight spaces.
Similarly to Manitowoc, the company acknowledged that space on jobsites is often at a premium for Western European clients, and therefore looked to solve problems related to this such as over slewing. This is especially significant in the UK where regulations are tight. Erection times and road closures represent a major cost for companies in Western Europe. However, Wolffkran made a point reiterated by many other companies at Bauma, that cranes needed to be designed with worldwide features that appealed to a range of countries. They did accept that slow growth in European markets had affected the company as this was its main market.
Raimondi, who had made the trip from the relatively short distance of Italy, presented the MRT, a topless tower crane, which it said had greater balance, and an adjustable jib length. It was these adaptable features that helped to sell the model. Although the company remained invested in the European market, it believed that other regions were demonstrating more growth currently.
Speed and transportability were the priorities in Spanish tower crane manufacturer Linden Comansa’s products. The company believed that Western Europe as a region had now spread out and was developing in different places at varying rates, and was even harder to generalise in terms of growth. The patented designs for the LC300 tower had two sections displayed, demonstrating how the design features are made for quick assembly and disassembly times. The foldable jib could be fitted inside an open top container. The mast section is made of four corners that can be separated and stacked together for transport. The crane can perform a range of different applications, which in a market where customers often prefer to have smaller fleets is a significant factor.
Coming from Spain too were Jaso, who showed a crane specifically aimed at lift shaft and high-rise applications. These units were being launched at markets where high-rise developments are either prominent or already being built. South America in particular was a region where the company has seen an uptake of such applications. Speaking of the Western European market the company said that Spain had shrunk fast, whilst Italy and France also decreased. Jaso believed that Germany meanwhile was steady and the UK was perhaps the best market.
Chinese choices
The increasing prominence of Chinese companies have within the European market is not restricted to the lifting industry and at this year’s Bauma there was no doubt that these companies are force in the marketplace. Of the numerous companies attending the show from the world’s most populated country numerous techniques have been displayed in their interactions with European customers.
The approach of Zoomlion has been focus on channels and products, using traditional European manufacturers and established local dealers to gain access to the market. At Bauma the company presented a series of truck-mounted cranes designed for the European market, the units were shown on Mercedes Benz chassis’s with engines that fit with the required regulatory stipulations. Each country had its own subtleties and the use of local dealers meant the company could better understand these complexities. Building the customer base varied depending on the region and to this end the product was vitally important to Zoomlion. One sales manager described it as being "the hunting dog which finds the prey", he went on to state that "what’s important is the channel and having a good product".
XCMG’s tactics regarding the Western customer are different again from their compatriots. The company has taken the step of manufacturing the cranes aimed at the European market at a factory in Poland with the products produced by European engineers. Of the cranes that the company showed at Bauma, the RT 670 was specifically tailored for the European market and could be easily transported. Whilst the truck crane XCT30E was another example of European engineering at the Polish factory.
Fushun Yongmao, had a different method of engaging with the European customer. The company aims to provide the best quality choice for any client who chooses to come to China to buy equipment. The company doesn’t view the European customer as a specific target, but rather, as part of a broader goal to provide products that are suitable for several different markets.
The tower crane they brought to Bauma fits in to a container, saving costs, whilst a higher jib provided more capacity. All its cranes are manufactured in Fushun, China and the company said that they had been sold into 70 different countries already. Stringent quality control was what the manufacturer said made it stand out.
Across all the stands at Bauma, from the Chinese companies, to those with factory’s just an hour away, everyone was keen to emphasise how well they understood the market.
The show acts as a good barometer for measuring the state of the European cranes industry every three years, and though the volcanic ash cloud played a major role in defining what the last event said about the lifting sector in Europe, this year the overwhelming feeling was reserved positivity, in particular there was the sense that if you could make the most of a specific aspect of the market you would do well.
