28.10.2008

Gradall name to go

JLG has announced that as of the end of this year, it will drop the Gradall brand name re-badging the products as JLG but retaining the grey/blue colour scheme which will continue to be applied to the distinctive rear pivot steer models.
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A Gradall telehandler re-branded as JLG

The need to re-brand was initiated in 2006 after JLG sold off the Gradall line of telescopic excavators, for which the name was originally devised.

Kirsten Skyba, vice president of global marketing at JLG said: “The Gradall name has been an icon in the telehandler industry for decades, with a reputation built on reliability and performance. We’re maintaining all the finest qualities of the Gradall name and product, including the famous blue color, but will begin branding these models under the JLG name. The same number of models will be available and the equipment will continue to be built, serviced and sold with the high level of quality inherent in all JLG products.”

The name change will have no effect on the distribution or product support of the Gradall product range. Apart perhaps from the fact that the line might be taken on by a few more JLG dealers.