18.07.2009

Troni takes on Cela

Paulo Troni, previously a partner and director of Rent-Up, one of Italy’s largest rental companies has taken over Cela, the Italian based aerial lift manufacturer.
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Paulo Troni

Cela had fallen on difficult times and was acquired following extended discussions between the two parties. The company produces a wide range of truck mounted lifts for both the regular commercial market with working heights up to 60 metres and a handy 3.5 tonne underbridge unit.

Since it has also concentrated on specialist users, such as the fire services and utilities, setting up its Ikarus division to build fire fighting equipment.
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A Cela truck mounted lift

It also has a fairly wide spider lift range, building models from 12 up to 38 metres.

Vertikal Comment

Cela was founded in 1992 by a number of ex employees of locally based Cella, after it was acquired by Simon Engineering of the UK. The company built up a substantial product line and developed a strong reputation in the firefighting business, however it never really managed to ‘get its act together’ and move into the mainstream international market.

Troni is a sharp operator and knows his way around the financial markets while have a strong people focussed management style (The loss of which Rent-Up is already feeling). While he is likely to focus on the company’s firefighting business in the beginning in order to build a decent foundation, he is likely to want to take the brand into the mainstream rental market as the market begins to recover.

Watch this space