Terex compact equipment division unveiled

In a bid to reinforce the corporate identity of its extensive and expanding product range, Terex has created a new division - Terex compact equipment - to look after its Fermec, Benford, Schaeff and Terex handler products.

The division, which is a subsidiary of Terex Europe, will be headed by Tony Gardner. The products for which it is responsible had a combined turnover last year of about £250m.

"The purchase of Atlas and Schaeff was the catalyst for this re-organisation," said Gardner. "We're proud of our product and geographical diversity, but we want to start thinking as Terex the entity, rather than as our own separate companies."

To this end the company has put the Terex logo on the various different machines, although this is alongside the existing marques for the time being.

The company's moves to re-brand its product range will be backed by attempts to encourage its UK and Ireland dealer network to offer a comprehensive Terex package.

"The process will be one of gradual change over say five to 10 years, but we'll definitely try to go full line in 'new' regions," said Gardner.

Terex has also exhibited its acquisitive nature once more with the purchase of German mobile crane manufacturer Demag.

According to Terex chairman and chief executive officer Ron de Feo, the purchase of the $360m (£248m)) turnover company will enable Terex to offer a full line of lattice cranes from 60t to 1600t.