05.02.2013

First Magni telehandlers go Dutch

Magni Telehandlers, the new Italian manufacturer of – you guessed it – telescopic handlers, has delivered its first 360 degree telehandlers to Dutch rental company Collé. As of last week it had shipped around half of the order for 15 units.

Magni is located in Castelfranco Emilia, Modena, almost next door to Manitou’s Italian facility. As we have already reported, the business is owned and managed by Ricardo Magni, who was also until a couple of years ago managed the Manitou facility and business, which it acquired from the Magni family.
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One of the first Magni telehandlers off the line

Its new 6,000 square metre facility has a production capacity of 1,000 units, and will build 360 degree models along with two high capacity fixed frame units.
Magni, who is assisted sons Carlo and Eugenio along with daughters Carlotta and Chiara.
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Magni Telehandler's new production facility

The new Magni 360 degree telehandlers, of which there will be seven models, include unusual telescopic and fold-down outriggers for an extra wide A-Frame support base, a pressurised operators cab - to keep out dust – with unmatched full view cab. Cab controls and instrumentation is located on the right in order to provide a floor to roof forward view.
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Forward visibility is exceptional

The first models, in the range which runs from 18 to 30 metres, with lift capacities of four and five tonne feature Mercedes EURO 3B ultra low emission engines, but the company is also considering a JCB diesel alternative. The two heavy duty models, the HTH 30.12 – has a 30 tonne maximum lift capacity and 25 tonne HTH 25.11 a third heavy duty unit will be available later in the year.
More on the new models in our Bauma previews.

Vertikal Comment

It is a bold move to enter the telehandler market from scratch, with strong competitors and big brand names. However the 360 degree market which is significant smaller than that of fixed frames is a great deal easier.

Magni should do well and while the key competitors, Merlo, Manitou, Dieci (Bobcat) and Terex are not likely to be keen to see another entrant pull a chair up to the table, the fact is that another company knocking on doors and promoting the concept may well help the total market to grow, providing better pickings for everyone?

Magni also has an opportunity to do an OEM supply deal similar to the one Dieci has with Bobcat. It is no accident that the company is considering JCB engines, and although JCB has denied it we understand that it has at least considered badging the Magni designs in order to dip its toe in the 360 degree market.

The products look good and the plant is impressive – at least from the outside – the key elements though that will determine whether it succeeds or not, are sales and distribution skills and product support capability. If it can get these two right it could quickly generate some interesting volume and be breathing down the necks of Manitou and Merlo.