Previous Page  41 / 53 Next Page
Show Menu
Previous Page 41 / 53 Next Page
Page Background

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

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


was told that, such was the brand loyalty,

some customer replaced the ‘Terex’ logos with ‘Demag’

decals in an act of defiance.

Updated Demags

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.

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