Could you describe the company’s transformation since its relaunch in 2015?

In 2015, I rejuvenated the tower cranes company established by my father back in 1962. My extensive experience in expanding the company’s presence in new markets since joining in 1986 facilitated this relaunch. With our previous firm, we contributed to constructing globally renowned skyscrapers like London’s Shard and other prestigious buildings across the US, Dubai, Singapore, Seoul, and more. Subsequently, we sold our crane business to an American multinational. However, I noticed that most previous customers and dealers found multinational approaches unsuitable, as they needed quick, dedicated solutions. Re-entering a mature market with established giants wasn’t easy. The remarkable evolution in just four years exceeded expectations; the market embraced our customer-centric approach emphasizing responsiveness, quality, price competitiveness, and product expertise. Despite significant growth in our product range, we believe there’s ample room for further expansion.

How do you determine the markets to enter, and which new markets are of interest?

We prioritize quality, hence our natural markets include the US, the UK, the EU, and Australia. These countries mandate technology and advanced safety measures that are not prevalent in less developed nations. While we haven’t tapped into many markets I know well, I aim to return to the Middle East, especially with growing neighboring markets like Syria, Kuwait, and Oman. Setting up an office in Dubai will help re-establish our presence. Moreover, I’m keen on reclaiming leadership in the UK post-Brexit. Though there was a brief slowdown, the market is regaining momentum. Ireland also seems promising due to potential high demand.

What sets Moritsch Cranes apart from its competitors?

In building specialized cranes like those for the Shard, ensuring the right quality and type of steel is crucial. We’re strict about using certified EU-grade steel. Quality control is paramount; our investments focus on creating safer, reliable, and easily transportable cranes. We’ve invested heavily in crane technology, incorporating features like black boxes and remote diagnostics, which records crucial data in case of accidents. Our aim isn’t to be the biggest player but to rank among the top five in terms of quality, safety, and product reliability.

How has your Veneto background influenced the company’s perception abroad?

Our business model emphasizes avoiding any welding if it doesn’t add value. Many local companies have been crafting these products for us since my father’s era. Preserving this environment was crucial for us, in contrast to multinational companies that prioritize cheaper manufacturing locations. We emphasize the environment and quality here. The welding expertise in this region ensures meticulous attention to detail, especially when crafting crane components used at heights. About 90% of our product originates from Belluno valley, home to leading companies renowned for quality, significantly shaping our operations. Thus, our constant focus remains on researching and developing cutting-edge technologies.

What trends are prevalent in the construction industry?

The construction sector’s approach has transitioned from owning to renting machines. Earlier, companies amassed machines that saw limited use and aged in depots. However, renting machines has become more widespread globally. Modular systems, tower sections, ease of maintenance, and interchangeable parts are crucial considerations now. After the 2008 downturn, I predicted that 99% of future customers would be rental companies, a trend we’re seeing now. We’ve adapted by creating innovative, pre-assembled cranes, attracting partnerships with significant players like the second-largest US rental company. This evolution continues as we work on dedicated products alongside industry leaders.