In the spring of 2021, Tadano announced that all of the group’s cranes would be sold exclusively under the Tadano brand name in the future as part of its OneTadano strategy. This announcement is now in the process of being implemented worldwide, and the company has also made significant progress in its other integration projects.
The starting point for the OneTadano strategy was the integration of Demag into the Tadano Group around two years ago. Since then, the Zweibrücken company has grown closer and closer together with the Tadano plant in Lauf as part of the overall integration process. A process, it is worth mentioning, that is not yet complete. Even if a lot has already been accomplished in the past two years, Tadano still has plans in store. One of them is the company’s announced innovation push, which will see 15 new crane models come onto the market in the next few years. Customers will have the opportunity to take a look at a number of these products at bauma.
The announcement comes with a promise for the company’s customers: “Your passion. Our DNA.” CEO Jens Ennen explains what is behind that promise: “For our customers, cranes are more than just a product we sell. They are their passion, as well as ours. Our employees often say that cranes run in their blood – they are part of our DNA. In addition, we also want to convey an exclusive sense of purpose and dedication: No other manufacturer is as undividedly focused on lifting equipment as we are, and this goes both for our company as a whole and for each individual member of our team. For us, ever single lift that is performed out there is just as important as it is to the customer carrying it out.”
During the development of these new cranes, Tadano has been able to rely on the unrivalled know-how of its companies, which are incorporating their biggest strengths into each product. There is also undeniable progress in this area: “We’re very proud of the fact that we’ll already be able to showcase our first product with this combined DNA, a two-axle crane, in January. It will already come with the IC-1 Plus control system, the standardized cab, and numerous features that will be found on all upcoming Tadano models,” says Ennen while piquing the industry’s interest.
