INTERVIEW
13
JANUARY-FEBRUARY 2015
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INTERNATIONAL
On average the company is growing its
exports by 20%-25% each year,he adds.“This
willmore than compensate the decreases felt in
the southernEuropeanmarkets –our structure
these days ismuchmore export focused.”
This year PMopened a sales and service
branch inSingapore to supplyAsia,where it
also installs cranes andplatforms.And in the
last quarter of 2013, the company opened a
branch inMexico.
“In2015we are looking todevelopother
important areas but it has tobe done step-by-
step.”These areas includeAfrica,Asia and
specifically theMiddleEast.“Russia is having
a difficult time at themoment but itwill be
very good in the future;we have a gooddealer
there,”addsMr Fucili.
“Russia is big in terms of territory and
people; if this year it’s not the best for political
reasons, it remains an importantmarket for us.
“But there is nomarket that ismore
important than another for us, the idea is to
penetrate better everywhere.”
Investments
Before the buyout,Oil&Steel products
amounted to35%of thePMGroup,whilePM
cranes held65%of company sales.
AmongOil&Steel’s investments in recent
years has been a general upgrade to80%of its
product line.
Over the last 12months, the company has
concentratedon its core product line of truck
mounts in the 14–28mworkingheight range
by improving their specifications.For example,
basket capacity has been increased from225
kg to250kg.Roadability has alsobeen amajor
concern,withproducts being aligned tomeet
theweight restrictions onEuropean roads.
The company is also investing in research
for a new range of products,particularly in
the telescopic truckmount area. It is likely to
include amodular set of products in the 12-14
mworkingheight area, thenup to30mwith
simple hydraulics plus electric options.“We
have tobear inmind the challenge of fixing
products onto trucks outsideEurope,where
wemainly supply kits –basically providing
modularmachines for allmarkets.
Mr Fucili adds,“It is a view that has changed
in the last two years or so;we aremoving away
from an interest only inEurope and realising
what is needed across theworld.
“PM andManitexhave a goodopportunity
and it is nowup tous to take that opportunity.
For surewe cannot doworse thanwe are doing
now.The feeling is the team is very good and
we have a good chance ofmaking itwork.We
will talk again in a couple of years and see if
thismarriage isworking.
By that stageMr Fucili hopes themarkets,
particularly inEurope,will be seeing significant
growth.“Although, every year there is a crisis
somewhere in theworld, so I thinkwe canplay
our cards to get a share in all of them.
“We knowhow tomanage a crisis due to
the situation in2009but I hopewe donot
experience that again.”
Concerning the rental industry inEurope,
he adds,“It is starting tomove a bit better and
therewill won’t ne such a dark forecast in the
next two to three years.
Looking at theManitex portfolio,Mr
Fucili is certain themergerwill retain all its
current brands.“The brands are an asset -PM
is a 55-year-old company,Oil&Steel is a
20-year-old company. My view is thatwewill
see growthparticularly in theAWPbusiness,
due to themove towards safeworking at height
above 4-5m in countries across theworld. It’s
also amuchbigger product thanknuckle boom
cranes,which is a niche really –AWP’s are very
bigbusiness andwill grow.”
AI
Oil & Steel Snake 2112
truckmout carries out
restorationwork.
A Snake 218E on an off-road
vehicle.
