Terex works towards 'brand of choice'

Having made many acquisitions over the year, Terex is concentrating its efforts on "turning a patchwork quilt into a blanket", said Terex Construction president Colin Robertson.
As part of this drive, Terex is making it easier for customers to deal with all parts of the company. "We were a nightmare to deal with," he said.
The company wants to become the brand of choice and is looking to improve the reliability of its lesser machines to match that of its market-leading products, said Robertson.
The company is repositioning itself and moving from selling on price to competing on whole-life costs.
Some of the equipment manufacturers Terex has purchased over the years have very good reputations and produce reliable machinery, while others are less well thought of, said Robertson.
"We are now cross-fertilising the best practice at one company to another to get the best of the best," he said.
New developments are also coming to the fore with the company planning to introduce 31 new models next year - 20 of which will be on display on 6,500m2 of stand space at Bauma.
One of these new products is a 6t to 7t four-wheel drive, four-wheel steer, rigid chassis site dumper, prototypes of which are being trialed by operators.