Tadano welcomes new CEO and president; unveils new global strategy

Tadano has welcomed Toshiaki Ujiie as its new president, CEO and representative director, succeeding Koichi Tadano who ended his tenure earlier this month. Mr Tadano will continue to contribute to the company’s growth in his new role as chairman of the board and representative director.

Along with this leadership transition, Tadano has also unveiled several operational moves in pursuit of its long-term strategic goals.

In Europe, the company’s two businesses - Tadano Faun and Tadano Demag - have undergone restructuring. At the same time, Tadano is reintroducing Japan-made rough terrain cranes for customers operating in the European market.

Offering more lifting solutions in Japan, Tadano is expanding sales of its all-terrain and lattice boom crawler cranes manufactured at the Tadano Faun and Tadano Demag factories in Germany.

In the Americas, Tadano has streamlined its business activities under a unified structure, the newly named Pan-American Operations. The company’s commercial activities in North, Central, South American and the Caribbean are now coordinated by Tadano America Corporation.

Under this new structure in the Americas, Tadano Mantis Corporation will continue to be an engineering and manufacturing centre of excellence. Commercial operations – sales, marketing, service, and parts – for the telescopic boom crawler crane lineup will be coordinated through Tadano America Corporation. To keep up with demand for telescopic boom crawler cranes, production has also expanded beyond the factories in the US with the addition of a European-made model contributing to the portfolio.

Single brand

In another significant move, Tadano plans to have a single, unified brand as part of its long-term global strategy. The company said the 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.

With this change, Tadano will also harmonise product nomenclature for all terrain and crawler cranes. The model nomenclature will continue to use the well-known AC for all terrain and CC for lattice boom crawler cranes in combination with axle number, metric tonnage and a version number.

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

According to Tadano, 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.

To carry out this new vision, Tadano is further aligning and improving operations in Zweibrücken and Lauf to implement even more efficient processes as part of the previously announced restructuring concept. Building on specific strengths, the company is establishing competence centre for carriers and superstructures in Lauf and Zweibrücken respectively to ensure better integration of production.

“We continue to transform the Tadano Group to more efficiently bring together the best equipment, technologies and support structure, so we are more competitive and can better contribute to our customers’ success,” said Mr Ujiie.

“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.”