Further Tadano Demag integration

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Tadano Demag More Integration

Tadano is creating a joint sales and product support structure for Tadano and Demag cranes in Germany, Austria, Switzerland and Northern Europe.

Tadano Demag Christian Schroeder
Christian Schroeder

The new joint Tadano/Demag sales organisation for Germany, Austria and Switzerland, will be headed by Tadano sales manager Christian Schroeder, reporting to Klaus Kröppel who becomes vice president sales for the German-speaking countries along with the UK, Ireland, Spain, Portugal, Italy, and Scandinavia.

Schroeder said: “The organisational integration of our two companies is moving ahead perfectly and on schedule. That means that we now have a one stop sales organisation structure for all our products. The company is expecting this to yield significant improvements for its customers, as has already been the case in other countries. For instance, this will enable customers to procure machines from both manufacturers from a single source and, as a result, benefit from better customer service and from being able to work together with Tadano more easily. Moreover, consolidating the sales organisation structures made it possible to reduce unnecessary redundancies and strengthen sales know-how by combining the teams’ experience for the benefit of the brands’ customers.”


Tadano Demag Christian Kassner
Christian Kassner

The previous Demag sales manager for the German-speaking region, Christian Kassner, has been appointed as the senior manager for the global ‘Used Cranes’ business unit.


Tadano Demag Manfred Schlumberger 1
Manfred Schlumberger

A new consolidated/joint customer support organisation will be led by Manfred Schlumberger. Speaking of the move he said: “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. 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 new for Demag is the fact that both service and spare parts supply are now under a single roof, which will significantly improve services for our customers.”

The scheduling departments will remain unchanged so that customers can keep their familiar phone contacts. However, it is intended that the Tadano and Demag teams will grow together for a smooth transition without any drawbacks for customers as it occurs.

A company statement added: “Overall, the companies involved are very happy with the current state of the integration, proving that the two brand strategy with the decision to keep the renowned Demag brand was the right choice. Merging the Tadano and Demag product portfolios made it possible to close gaps in Tadano’s All Terrain crane product line and successfully expand the range of offerings with lattice boom crawler cranes. The Tadano group will continue to make significant investments in the two German manufacturing locations in Zweibrücken and Lauf. The goal is to expand production here and there and reduce lead times in order to be able to get cranes to its customers even more quickly.”

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