20.01.2026

New sales director for Franna

Australian pick & carry crane manufacturer, Franna, has appointed Peter Koschel as sales director.

The company says that the appointment is a strategic move to reinforce its commitment and strengthen its position in Australia while accelerating expansion into key international markets.

His remit includes “shaping commercial strategies, guiding an expanded sales team with coverage across Australia, New Zealand, Papua New Guinea, Africa, Americas, Europe, UK, Middle East and Southeast Asia, to serve customers more effectively and capitalise on emerging opportunities in both domestic and export markets.”

Franna general manager Danny Black added: “Pete’s appointment marks an exciting chapter for Franna as we strengthen our domestic presence and expand globally. His depth of experience and industry knowledge will be invaluable as we continue to build on our strong foundation and deliver value to customers worldwide.”

Koschel added, “Franna has long been an icon in the Australian crane industry, and I have worked with the product for many years. I am excited to take on this opportunity to play a key role in its future. One of the main drivers for me was the chance to lead international development and expansion of the Franna product and work with customers on a global stage. My immediate priority is strengthening relationships with customers, dealers, and the Terex team, taking ownership of the brand, and building on the strong foundation provided by those before me.”

He joins the company from heavy lift, transport and rental company Max Services, where he has been chief operating officer for the past two years. He began his crane related career in 1997 with Brambles, where he became the crane and heavy haulage manager for South East Queensland. After five years with the company, he moved to Mack Trucks as manager of mining vehicles and special projects.

In 2005, he took a job with crane and heavy haulage company LCR, initially as general manager of its mining related business. Three years later, he was promoted to general manager of business development, then in 2016, executive general manager, Cranes and Transport Australia & International Operations. In 2022, he spent a year with Tadano Oceania, based in Brisbane, as general manager for customer service. He then spent a few months with Mammoet as operations manager East, before joining Max Services.

He has also played an active role with the Crane Industry Council of Australia (CICA), serving as chairman for Queensland and sitting on several key committees.