Terex to focus on customer service

Terex wants to consolidate its third position in the world plant market by concentrating on customer service.

Speaking at La Manga in Spain last week, Terex Construction vice-president heavy equipment Fergus Baillie said: "We can’t beat Cat’s sales volume, but we can be number one for customer service."

Noting that Terex had grown considerably through acquisitions, executive vice-president of operations Colin Robertson said: "We need to start acting like a credible number three. We’re committed to building a Terex for the future."

Terex wants to extend its corporate look – including improved, uniform cabs on many models –and simplify its branding. The Pegson name is to be dropped, but the Genie and Powerscreen brands remain for the moment.

Asked if Terex could pass Komatsu for second place in the world market, Robertson initially sounded sceptical. "To be number two would require 50% to 60% growth," he said. However, he added: "It’s possible and would involve some acquisitions."

Baillie indicated a move to full-line dealers in the UK, but refused to be drawn on how many such dealers Terex wants in the UK and how soon changes will happen.

Terex will also maximise its product portfolio: for instance, the US roads and utilities equipment is being considered for the European market.

New products at La Manga included 30t and 40t ADTs, 22.2t to 26.6t crawler excavators and the O&K hydraulc mining excavator, rebranded as Terex.