Manitowoc Strategy: CRANES+50
Manitowoc offers world-class support to crane owners and users worldwide, and our CRANES+50 strategy is driving our transformation from a product-focused company to a customer-centric business.
CRANES+50 is shaping Manitowoc into a future-ready company that is stronger, more resilient, and perfectly placed to deliver true lifecycle lifting solutions.
Manitowoc is focused on developing new aftermarket products that address evolving customer needs and create additional revenue opportunities. Additionally, the Company is expanding its portfolio of value-added services, providing differentiated solutions that deliver greater customer value while driving sustainable aftermarket growth.
The Company is expanding its presence by adding new locations in strategic markets, improving accessibility and support for customers. The Company is also growing its remanufacturing competencies to best serve customers by delivering greater value through refurbished and rebuilt products. In addition, targeted acquisitions will be pursued to accelerate growth, expand expertise, and strengthen the overall aftermarket network and service offering.
Manitowoc is focused on growing its workforce of service technicians and Product Support Sales Representatives (PSSRs) to strengthen customer support, improve service capabilities, and drive incremental aftermarket growth.
Manitowoc is deploying digital platforms such as ServiceMax and SmartEquip to enhance service efficiency, improve asset management, and deliver a better customer experience. The company is also monetizing the Grove CONNECT and Potain CONNECT telematics solutions, providing customers with valuable equipment insights, predictive maintenance capabilities, and performance monitoring services that create new revenue opportunities and strengthen customer engagement.
CRANES+50 is expanding Manitowoc beyond new crane sales by offering new and used machine sales, parts, service, remanufacturing, equipment rental, and more. We will execute this strategy by growing our distribution network, launching new products and services, expanding our technician population, and introducing digital solutions.
The range of products, services, and technologies under CRANES+50 includes:
OEM-approved parts and accessories readily available at distribution centers worldwide and sold through Manitowoc’s global network to minimize customer downtime.
Certified technicians providing troubleshooting, remote diagnostics, maintenance, repairs, and more. Over 500 technicians worldwide help customers keep cranes performing.
Product-based technical support for advanced troubleshooting, repair consultation, and incident recording. Our teams work with engineering to provide expert advice when needed.
Qualified service technicians from Manitowoc and its global network of partners help customers assemble and decommission cranes in the most efficient way.
Specialized consultancy to help customers adapt cranes to new applications, improve efficiency, extend utilization, or perform in complex or non-standard environments.
Manitowoc’s EnCORE™ program delivers cost-effective rebuild services for cranes or components, renewing them to their original specifications and conducting full inspection and testing.
Manitowoc’s global asset management system tracks every crane throughout its lifecycle. For customers, that means proactive maintenance and service through the crane’s lifecycle.
Through Upfits by Aspen Equipment, Manitowoc provides specialized upfitting to transform any stock chassis into a job-ready crane.
Multiple options for technician training range from beginner to advanced, including online, in-person, or on-the-road at the Mobile Training & Technology Center.
The Potain CONNECT™ and Grove CONNECT™ telematics systems provide real-time data on crane performance, simplifying troubleshooting, enhancing support, and resolving issues faster.
Customers have access to Manitowoc’s global inventory of used cranes. All are inspected by a factory-trained technician and backed by Manitowoc’s trusted service and technical excellence.
