Manitowoc’s new structure for African sales

Manitowoc is setting up a new structure for its tower crane business in Africa. The firm’s self-erecting tower cranes (GMA cranes) and top-slewing cranes (GME cranes) are now being operated separately when it comes to production and product management. The company claims that this reorganisation allows for increased customer focus, market intelligence, operations efficiency and crane production. Being run independently in terms of production and product management, the new structure has the sole objectiv
October 4, 2018 Read time: 3 mins
Manitowoc is setting up a new structure for its tower crane business in Africa.


The firm’s self-erecting tower cranes (GMA cranes) and top-slewing cranes (GME cranes) are now being operated separately when it comes to production and product management. The company claims that this reorganisation allows for increased customer focus, market intelligence, operations efficiency and crane production.

Being run independently in terms of production and product management, the new structure has the sole objective of better serving 2123 Manitowoc’s tower customers and dealers. According to the firm this allows a better customer focus, market intelligence, operations efficiency and high-quality crane production.

Two years ago, Manitowoc split its tower and mobile businesses to increase customer focus and enhance the capabilities of both businesses. Since then, the crane manufacturer has identified similar potential in managing its tower business differently, as Orlando Mota, sales vice president for tower cranes in Europe and Africa, explained: “GMA and GME are two different products that serve different types of applications,” he said. “They require different market approaches and ultimately follow two different roadmaps. In addition to giving independent visions to GME and GMA, we have recognised the need to create operations strategies that individually cater to GMA and GME. Allowing our factories to focus on a specific product will make them more effective, particularly regarding production capacity and delivery times.”

The new tower cranes organisation is based on five fundamental pillars: GME, GMA, Sales & Aftermarket, Engineering, and Finance & Administration. Manitowoc’s regional sales and Crane Care teams remain unchanged.

GME pillar is headed by Christophe Simoncelli, VP GME Tower Cranes, who is leading the two GME factories in Moulins and Porto, and is responsible for GME product management. GMA pillar is managed by Giorgio Angelino, VP GMA Tower Cranes, who is leading the GMA factories of Charlieu and Niella Tanaro and is responsible for GMA product management.

Sales & Aftermarket activities are headed by Orlando Mota, VP Sales & Aftermarket. His new role involves taking on the Aftermarket division, which is grouped by High Service Support, Parts, Logistics, and Used Cranes & EnCORE programs, in addition to all marketing communications activities.

Engineering for all tower crane ranges is headed up by Bruno Roni-Damond, VP Engineering, who is working closely with Simoncelli and Angelino to provide superior engineering support.

Finally, Finance & Administration is managed by Jean-Noel Gros, VP Finance, who has taken over all Administrative Services including finances and Human Resources responsibilities.

Each of these executives is reporting to Aaron Ravenscroft, who holds the position of Tower Senior Vice President for Europe and Africa within his role of executive vice president of Manitowoc.

Road Structures

For more information on companies in this article

Related Content

  • AEMP Symposium tackles telematics, finance and Tier 4
    August 28, 2012
    The Association of Equipment Management Professionals (AEMP) will tackle the important issues of telematics, finance and Tier 4 engine emissions during its annual Asset Management Symposium (AMS). The two-day US-based AMS, a leading educational and networking event for asset management professionals, takes place in Louisville, Kentucky, on 30 and 31 October, 2012.
    Read More
  • Martin Weissburg is new Volvo Construction Equipment president
    November 19, 2013
    Martin Weissburg has been appointed new president of Volvo Construction Equipment. The 51-year-old is currently president of the Volvo Group’s customer finance company, Volvo Financial Services (VFS), and a member of the Group executive team. He will assume his new position on January 1, 2014, replacing Pat Olney. Weissburg has been the President of VFS since 2010, and prior to that served as president of Volvo Financial Services Americas from 2005 to 2010. Within his position at VFS, Weissburg has worked
    Read More
  • Kronprinsesse Marys Bro bridges Roskilde Fjord
    January 10, 2019
    A BESIX joint venture is giving the royal treatment to the new Kronprinsesse Marys Bro across Roskilde Fjord, writes David Arminas It was announced in September 2016 that Belgian group BESIX, in a joint venture (RBAI) with Italian firm Rizzani de Eccher and Spanish company Acciona Infraestructuras, had been chosen for the €133 million project. The award, by client Vejdirektoratet (Danish Road Directorate), marked the entry of BESIX into the Scandinavian market. Vejdirektoratet praised the winning bid as
    Read More
  • Automated testing is safer, cheaper and more thorough
    December 12, 2018
    Automated testing is improving safety during paving and saving on testing costs. But it could also help reduce long-term maintenance costs too - Kristina Smith writes Testing pavements as they are laid can be a hazardous activity. The technician may be on their hands and knees, far behind the main gang, or reaching inside the hopper to measure the temperature of the hot mix or dodging rollers to take density readings.
    Read More

Highlighted Content