The Customer Is King
‘Demag’ is back
Roger Lindl ey comment s
onstruction 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 com-
pany 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
Under the theme “A Legend Is Reborn”, the
re-launch was announced to Bauma visitors
and celebrated at the Terex booth with a
“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
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,
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
It features a single engine concept with an intelligent
motor management system that disburses needed horse-
power for lifting and travel functions. All-axle steering
with an independent rear axle steering gives excellent
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 en-
hanced control system with integrated diagnostics, a
redesigned cab with an 18° tilt and an easy access flat
deck for improved visibility.
What’s New at Bauma