Dubai – Franna., a terex brand and the global pick-and-carry crane manufacturer, held its inaugural Global Conference in Dubai from November 3–6, 2025, as part of its strategy to expand its global footprint. The event, themed “The Road Ahead,” highlighted Franna cranes as a smarter, more efficient alternative to traditional mobile cranes and lifting methods.
The conference brought together distributors, rental companies, and customers from construction, precast, oil and gas, and infrastructure sectors across Latin America, the Middle East, Southeast Asia, and Africa. Attendees experienced hands-on demonstrations of Franna models FR17 C and AT22-2 at Jebel Ali Free Zone, featuring key attachments such as the Fly Jib, Man Basket, Drag Winch, Outrigger, Spreader Bar, and Rhino Hook. Demonstrations emphasized the cranes’ infinite working radius, boom articulation, and pick-and-carry capability without outriggers, reinforcing their operational flexibility.
Franna’s international strategy builds on its dominant position in Australia, where the brand holds over 90% of the pick-and-carry market and roughly 50% of the total mobile crane market. Unlike traditional slew cranes, Franna cranes enable operators to lift and transport loads without setup delays, allowing smaller models to outperform larger, costlier alternatives in productivity and efficiency.
Mr. Danny Black, General Manager of Franna, said, “Bringing Franna to global markets is about more than exporting a crane; it’s about sharing a legacy and redefining mobile lifting. With cranes already operating in over 30 countries, we are showing that Franna isn’t just leading in Australia—it’s the smarter choice worldwide.”
The brand has also strengthened its presence in India, the world’s largest pick-and-carry crane market, with a 3,500 m² facility in Hosur to support domestic and export demand. This model now serves as a blueprint for further expansion across Southeast Asia, the Middle East, and Africa, leveraging Terex’s global manufacturing and distribution network for scalable support.
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