“The new structure has the sole objective of better serving Manitowoc’s tower customers and dealers through customer focus, market intelligence, operations efficiency and high-quality crane production, on time and on price,” said the manufacturer.

Two years ago, Manitowoc split its tower and mobile businesses to increase customer focus and enhance the capabilities of both businesses. Since then, the crane manufacturer has identified similar potential in managing its tower business differently.

The two crane ranges, with their roots in Potain, take their name from the French, grues à montage automatisé (GMA), or self-erectors, and grues à montage par eléments (GME), top-slewing tower cranes.

Orlando Mota, sales vice president for tower cranes in Europe and Africa, explained: “GMA and GME are two different products that serve different types of applications. They require different market approaches and ultimately follow two different roadmaps. In addition to giving independent visions to GME and GMA, we have recognized the need to create operations strategies that individually cater to GMA and GME. Allowing our factories to focus on a specific product will make them more effective, particularly regarding production capacity and delivery times.”

The new tower cranes organization is based on five fundamental pillars: GME; GMA; sales and aftermarket; engineering; and finance and administration. Manitowoc’s regional sales and Crane Care teams remain unchanged.

The GME pillar is under the leadership of Christophe Simoncelli, VP GME tower cranes, who is leading the two European GME factories in Moulins and Porto, and who is responsible for GME product management.

The GMA pillar is managed by Giorgio Angelino, VP GMA tower cranes, who is leading the European GMA factories of Charlieu and Niella Tanaro. and is responsible for GMA product management.

Sales and aftermarket activities for Europe and Africa is helmed by Orlando Mota, VP sales and aftermarket. His new role involves taking on the aftermarket division, which is grouped by high service support, parts, logistics, and used cranes and EnCORE programmes, in addition to all marketing communications activities.

Engineering for all tower cranes ranges is headed up by Bruno Roni-Damond, VP engineering, who is working closely with Simoncelli and Angelino to provide superior engineering support. Finally, finance and administration is managed by Jean-Noel Gros, VP Finance, who has taken over all administrative services including finances and human resources responsibilities.

They are all reporting to Aaron Ravenscroft, who holds the position of tower SVP for Europe and Africa, within his role of executive vice president of Manitowoc.