Richfield, Wisconsin - AXCS Equipment., an aerial lift equipment manufacturer, has announced the appointment of Paul Michaels as its new group product manager. In this role, Michaels will lead the development and deployment of AXCS Equipment’s growing product portfolio, ensuring it meets and exceeds market expectations.
Michaels will oversee the overall product strategy and customer experience, translating evolving market needs into actionable plans for both legacy and new products. His responsibilities include shaping how AXCS Equipment's offerings stand out in each segment to fulfill customer requirements and strengthen the company’s competitive edge.
Mr. Paul Michaels, said, "AXCS Equipment has an amazing growth outlook, with plans to add a significant number of new aerial products in the coming years. Safety and quality are two of our core principles and that will be a primary focus as we roll out these new products. We want to ensure that not only can customers safely use our products, but that they're also benefiting from equipment that provides world-class quality."
As part of AXCS Equipment’s product portfolio strategy, Michaels will oversee both current and new product lines, including larger-capacity scissor lifts, vertical mast lifts, articulated booms, telehandlers, and other specialized aerial equipment. With over 25 years of product management experience, Michaels previously led the commercial lawn mower division at Briggs & Stratton and held senior product roles at Rexnord. His career has centered on driving innovation, safety, and efficiency — an approach he brings to his new role at AXCS Equipment.
Mr. Eric Liner, CEO of AXCS Equipment, said, "Paul's established record of enhancing brands will be a great asset to the AXCS Equipment team and will directly benefit our customers. His strategic approach to product management will be valuable in growing our new brand identity and our expanding product offering."
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