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Sun November 29 2020

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Atlas and Effer expand crane co-operation

10 Apr 13 Lorry loader crane manufacturers Atlas and Effer have expanded their cross-branding deal to sell each other’s cranes.

Atlas has offered Effer knuckle-boom cranes, painted in Atlas’s orange colour, in the UK since last year. The cooperation is now being expanded globally.

Italian-made Effer cranes will be sold, serviced and supported by Atlas dealers in different countries and particularly in Germany and Middle East, where Atlas has traditionally a strong network and is well known.

At the Bauma fair in Munich next week, Atlas will show a new AK 955, built by Effer but with Atlas branding.

Atlas of Germany was bought by Terex in Cranes in 2001 and then sold again in 2010 to Fil Filipov, who had left Terex in 2003 having been president of the crane division and responsible for its Atlas purchase in the first place.

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Mr Filipov said of the Atlas deal: “This new partnership with Effer represents a natural and logical move for Atlas. By complementing the existing Atlas crane range mainly focused on the building sector, it allows us to use our loader crane experience and expertise to great advantage, and at the same time, put our German network at the disposal of Atlas customers with a new opportunity in the large crane segment for the Atlas customer.”

Effer owner Lorenzo Cipriani agreed: “Effer and Atlas are ideal partners and complement each other’s strengths. Atlas has an optimal service organisation in the UK and Germany; Effer builds high-quality knuckle boom cranes which are focused in the many sectors outside the classic building sector but with a specific expertise on long reach cranes as needed in the German roofing supply business. Both companies have experience in their respective fields and together will bring a new dimension to the marketplace with the strongest product portfolio from 1 to 300 tonne/meter and the strongest after-sales support in the German marketplace and elsewhere in the world.”

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