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Tadano unifies sales, expands support for crane sales in EMEAR

Lifting companies operating in Europe, Africa, Middle East and Russia will experience a more streamlined sales approach that offers the full range of Tadano and Demag crane equipment from a single sales contact. Beginning March 1, 2020, each crane equipment business manager within Tadano’s EMEAR territory will offer the full range of Tadano and Demag all terrain and crawler crane models to customers, increasing sales efficiency, expanding market coverage and showing one face to the customer.

As part of the company’s efforts to advance the “One Tadano” business strategy for the region, Thomas Schramm and Klaus Kröppel now lead sales efforts for both brands, separated by new sales regions. Schramm leads Tadano and Demag sales for the Benelux countries, Russia, Asia Pacific, Turkey and France. Kröppel has responsibility for crane sales in DACH (Austria, Germany, and Switzerland) countries, the United Kingdom, Ireland, Spain, Portugal, Italy and the Nordics.

“As we continue with Demag integration, Tadano customers will experience a faster and more efficient sales approach for the full range of Tadano and Demag equipment,” mentions Kenichi Sawada, Chief Commercial Officer for Tadano. “By working as one and leveraging synergies, we are stronger together in support of our customers’ success.”

Business leaders reporting to Schramm and Kröppel in the individual markets also provide sales support for both Tadano and Demag brands. Many of these leaders are the same individuals who have helped customers in these markets with crane equipment purchases for years. Former business leader of the Demag DACH organization, Christian Kassner, will now lead the newly integrated Tadano and Demag Used Cranes equipment organization for EMEAR. 

Along with sales, the new customer support organizational structure will follow the same “One Tadano” model, as all members now provide support for the Tadano and Demag machines. The new support structure is led by Manfred Schlumberger, Customer Support Director. By redirecting customer support efforts from being brand-centric to company-centric, Tadano effectively uses synergies and best practices from both organizations.

In addition, the department is not just simply being placed under a higher-level manager, i.e., 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,” Manfred Schlumberger explains. 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. And something completely new for Demag: As was already the case for Tadano, both Service and Spare Parts Supply operations are now under a single roof. “Having Service and our Spare Parts Supply operations this close together will result in significantly improved services for our customers,” Schlumberger says. The Scheduling Department will remain unchanged so that customers can keep their familiar phone contacts. However, the Tadano-Demag team will also grow together in this context as soon as all internal prerequisites for a smooth transition without any drawbacks for its customers are established.

Sawada continues, “The integration of Demag into the Tadano group elevated Tadano to a full-range supplier of lifting solutions and filled in product gaps on both sides. We are now working to leverage technological and operational synergies made available to Tadano through the Demag acquisition. As we continue along our path to becoming ‘One Tadano,’ our focus remains on supporting our customers and their success in the best, most efficient way possible.”

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