The Manitowoc Way is built around innovation and velocity.

David Semple
Senior Vice President,
Middle East and India,
Manitowoc.

We are constantly re-evaluating our product lines and service operations to adapt to changing market needs.

Manitowoc is one of the oldest crane manufacturing companies still in operation and its biggest legacy to the industry is innovation.

Throughout decades in the business the company has introduced a succession of new technologies and programs that have shaped the crane industry as it is today. David Semple, Senior Vice President, Middle East and India, Manitowoc, shares his views with EQUIPMENT TIMES.

Please elaborate on couple of your products that have brought radical shift to the material handling space?
The Potain MCT 85 topless tower crane is one of the most significant introductions of recent years. It is built at our factory in Pune and replaces the MCi 85 A, one of the most successful tower cranes in India’s history. With a 5T capacity and an ability to lift 1.1 tonne at its jib end of 52 m, this practical unit is surprisingly easy to transport, with the entire top portion of the crane traveling on just two trucks. On-site assembly is simplified thanks to the pre-assembly work done at the factory. For example, the counter jib and tower head are fitted together as a single component and connecting the jib is made easier with our quick and easy pin-connectors. The entire upper works is connected in just two sections.

Another crane that’s really transformed the industry is the 300T capacity Grove GMK6300L all-terrain crane. Again this crane is hugely popular in India thanks to its perfect combination of strong lift ability plus an 80 m main boom. It really kicked off the trend for long-boom all-terrain cranes, which Grove continues to dominate. Although it is coming up for five years old, it has set the standard for modern mobile crane design and remains a best-seller across the world.

Could you spell out your company’s philosophy of innovation over the years?
We believe that new products are the way to drive sales and they will allow our company to grow and thrive. Innovation and improvements in ROI for the customer are a universal driver for new business. Innovation is one of the central components of The Manitowoc Way and we believe that companies that don’t innovate and adapt will be left behind. We are constantly re-evaluating our product lines and service operations to adapt to changing market needs. Companies need to be agile to survive and fast to respond to change. Those that aren’t risk their long-term futures.

What has been the shift in buying patterns from the end-user segments and how have you been able to address the changing requirements?
As economies mature we see their industries develop; and this is something we have observed keenly in India over the past few years. Customers buying habits are more sophisticated today. Price is just one factor. Customers are looking much more closely at total cost of ownership and aspects such as performance, reliability and support.
At the most basic level, crane owners want a machine that can lift as much as possible as far as possible, with relative ease. But they are also looking at machine versatility more keenly – they want a crane that suits as many applications as possible. They want easier transportation. Also, they want to maximise utilisation, so the service and support provided by the manufacturer has to be better.

You really see these changes reflected in the latest products from Manitowoc. If you look at the options for configuring our Grove GMK cranes; or a machine like our new MCH 125 topless luffing jib crane you see leading-edge technology that aligns perfectly with market needs. Our Manitowoc Crane Care program plays an important role too. Customers love our cranes for their reliability, but equally they know that if something goes wrong then we have the skill, resources and network to put it right.

Is there a shift in challenges?
At Manitowoc we are challenging ourselves to produce new products more quickly. The Manitowoc Way is built around Innovation and Velocity, so we have adapted our business in a couple of notable ways. First, we are launching cranes which are more reliable than ever. A key contributor to this is our unique Product Verification Centers, which allow us to undertake component testing that goes beyond the capabilities of our competitors. Second, our customers are now more involved in the design process. We work harder to truly understand our customers’ needs and factor those needs into our unique and innovative designs.

What is the current technology trend in the products that Manitowocis presently dealing with?
Our Crane Control System, or CCS, is one of the most notable new technologies for the crane industry. One of our fundamental drivers in creating this system was to introduce a common user interface not only across the models within a product line, but across the entire family of Manitowoc products. We also wanted to ensure any new technology would have performance benefits. So on the latest CCS range of Potain MDT topless cranes, the capacity has increased, on some models by up to 30%.

With Grove mobile cranes, CCS also improves performance particularly with its boom configurator mode. This allows the operator to select the correct boom configuration simply by entering the load, radius and/or height of the lift – an exercise that previously involved consulting a load chart book that might run to 5,000 pages.
New technology also takes the form of new products. For example, our K-100 synthetic hoist rope which is offered on Grove mobile cranes. It has many benefits, most significantly in terms of weight, as it is 80% lighter than wire rope. Its design also makes for easier handling, reeving and installation and is less susceptible to damage.

How do you rate the company’s journey so far and what do you think the major factors contributing to your success saga?
For several years we have been the market leading tower crane supplier in India and that is something that we want to maintain and grow. It requires constant investment and commitment, so we are taking a very long-term view of India and make no secret of how highly we value our customers and operations here. Most recently we have invested in our manufacturing operations, moving to a new, larger purpose-built factory in Pune. It replaces our old Pune facility and will focus on building the next generation of Potain cranes for the Indian market.
At Manitowoc we are very proud of our long history in the crane industry, and even more proud that we continue to be a market leader. While our culture of continuous innovation has allowed us to lead from the front, there’s no way we’d be in the position we are today without the support of our customers.
Many of our customers have been buying Manitowoc cranes for decades – or even generations! I would love to say that our customers stick with us out of loyalty but the truth is a lot harsher. Our customers stick with us because they know they get a good return on investment with Manitowoc. This actually serves as a daily reminder of what we have to do to retain our customers’ loyalty and why we need to constantly challenge ourselves to do better.

Please elaborate on the growth trajectory of your R R&D?
You will see R&D continue to grow at Manitowoc over the next few years. Customers will primarily notice it in three key areas: materials, technologies and manufacturing.
New products based around revolutionary materials, such as the K-100 synthetic hoist rope or our composite stinger boom for mobile cranes, will roll out as we master some of the new developments we are working on. Similarly, as new technologies, such as our CCS control system become commercially viable then customers can expect to see them featuring more prominently. Finally, as we continue to grow under The Manitowoc Way, our manufacturing processes will get leaner and more efficient. For customers this will mean faster deliveries, easier customisation and even greater reliability.

Could you give an insight to us on your road map for year 2020?
Our future is bright. Our strategy is alive and well at Manitowoc Cranes and it is creating value for our customers, shareholders and employees. Though we’ve only been a standalone crane company for a relatively short time, the progress we’ve made is undeniable. Our plan is succeeding and that we’re here for the long term.

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