Tadano Italthai aims for No.1 in all crane and lifting equipment market, banking on strengthened partnership and megaproject investments

Tadano Italthai Ltd, a Thai-Japanese joint venture, unveils its new role in penetrating all crane and lifting equipment segments with “world-class products and excellent services” with a goal to become the No.1 player in Thailand’s lifting equipment amid burgeoning demand from the construction industry and over 40 megaprojects.

Mr. Koichi Tadano, President and CEO of Tadano Ltd, Japan, a world-class producer and distributor of construction cranes and etc, said that Thailand’s crane and lifting equipment has shown impressive growth and this, as well as the Thai government’s plans for numerous megaprojects, encouraged Tadano to reengineer “Tadano Italthai Ltd’s” management structure. Tadano Italthai will now become Tadano’s sole authorized distributor of Tadano’s crane and lifting equipment in Thailand and Lao PDR. Previously, its product portfolio contained only cargo cranes.

The change follows Tadano and Italthai Industrial Co., Ltd.’s decision to step up the 30-year cooperation, which led to the establishment of Tadano Italthai in 2017 as a flagship business vehicle in Thailand and Lao PDR. Tadano Italthai has since chalked up success in terms of sale revenue and customer base that covers small contractors to large companies. Such success convinced both parties to strengthen their partnership.

Mr. Koichi said that thanks to the comprehensive partnership, Tadano Italthai will enjoy stronger distribution network which will support marketing activities to reach target customers and boost sales under the goal to achieve the No.1 position in the crane and lifting equipment market.

Behind the restructuring, Tadano Italthai expects to cash in on emerging opportunities from the Thai government’s massive infrastructure investments to support more than 40 megaprojects such as high-speed trains connecting 3 airports; Phase 3 expansion of Laem Chabang and Map Ta Phut deep-sea ports; expressways; and the Eastern Economic Corridor (EEC). Such investments will significantly push up demand for cranes and loading platforms in all segments.

“This marks Tadano’s major milestone in becoming No.1 in the world’s crane and lifting equipment industry mainly through greater sale revenue and market shares in all markets including Thailand which has  been positioned as a key market in ASEAN. Tadano has continuously poured investment into Thailand which led to the investment in a cargo crane factory in 2012,” he said.


Mr. Yuthachai Charanachitta, CEO of Italthai Industrial Co.,Ltd. (ITI), stressed that the establishment of Tadano Italthai supports Italthai Industrial’s key strategy to become a joint venture partner of large business corporations. Growing on their own has become a thing in the past for global businesses, which today seek mutual growth through the synergy of technology and knowledge.

The comprehensive partnership follows more than 30 years of cooperation, which has synergized both parties’ strengths – Tadano’s products and technology that have been globally recognized and ITI’s solid customer base and over 60 years of expertise in marketing and after-sales service.

He said the new partnership will establish “Tadano Italthai” as an integrated one-stop crane and lifting equipment solution, hence offering greater flexibility in managing and satisfying customer needs in terms of marketing, after-sales service, training and maintenance activities. Tadano Italthai accordingly sets sight to achieve the No.1 position in the Thai market and sale revenue is expected to reach Bt 1,000 million in 2020.

Tadano Italthai’s product portfolio will be extended to cover: 1) All Terrain Cranes, 2) Rough Terrain Cranes, 3)Truck Cranes, 4) Telescopic Boom Crawler Cranes and 5) Cargo Cranes. Supporting the distribution is 24-hour after-sales service through 14 Italthai Centers in Thailand and Lao PDR.