The Customer Is King
'Demag’ is back'
Roger Lindley comments
Construction plant history is littered with famous brand names that have disappeared as the company is taken over but every now and then there is the occasional one that refuses to die. You can rebrand under a different name, but albeit the same product, customers will accept it reluctantly or switch to another supplier.
However, if the customers are vocal enough, a company can see common sense and put their hands up saying “OK, We got it wrong”.
Terex cranes did this in a big way at Bauma 2016 when they announced the return of the legendary Demag cranes brand shown in updated 5-axle all terrain cranes.
Under the theme “A Legend Is Reborn”, the re-launch was announced to Bauma visitors and celebrated at the Terex booth with a spectacular show.
I am very excited that we are reintroducing the Demag brand. We’re doing it because our customers asked us to bring the Demag brand back. It is as simple as that,
says Ken Lousberg, President of Terex Cranes.
Contractors World International was told that, such was the brand loyalty, some customer replaced the ‘Terex’ logos with ‘Demag’ decals in an act of defiance.
Updated is the Demag AC 130-5, (illustrated above) which Terex claim is the most compact unit in the 130 tonne, 5-axle capacity class with a total length of 14.3 m and a carrier width of 2.75 m. The crane comes with a standard 60 m long main boom but can reach a system length of more than 86.5 m with additional main boom extensions.
The new 80 tonne capacity, Terex RT 90 rough terrain crane with an enhanced control system with integrated diagnostics, a redesigned cab with an 18° tilt.
It features a single engine concept with an intelligent motor management system that disburses needed horsepower for lifting and travel functions. All-axle steering with an independent rear axle steering gives excellent manoeuvrability.
When traveling, it is designed to stay under 12 tonnes axle limit while still carrying a payload of up to 450 kg.
Another updated model is the Demag AC 220-5 with a main boom length of 78 m, what is believed to be the longest main boom reach of any 5 axle crane on the market with a reach that can be extended to a full 99 m with boom extensions.
New Rough Terrain
The large Terex stand also featured the new 80 tonne capacity, Terex RT 90 rough terrain crane with an enhanced control system with integrated diagnostics, a redesigned cab with an 18° tilt and an easy access flat deck for improved visibility.