Terex Tower and Self Erecting Cranes is pleased to announce the appointment of Francesco Aiello as its new General Manager. With almost twenty-five years’ leadership experience at Terex and a deep commitment to driving innovation, Aiello will lead the brand through a new chapter of growth and success, building on its long-standing legacy of excellence in the lifting industry.

"I’m honoured to lead Terex Tower Cranes, a brand with a rich history and strong foundation," said Aiello. "Terex Tower Cranes has been a symbol of quality and reliability in the crane industry for decades, and I’m excited to steer the business towards even greater achievements."

With a background in operational excellence, team management, and a focus on continuous improvement, Aiello is well-equipped to lead Terex Tower Cranes through today’s challenging market landscape. "I believe this is the perfect time for change. As the global market faces challenges, it’s more important than ever to adapt and seize opportunities. My immediate priority will be on aligning our internal organisation with our long-term strategy and delivering innovative products that meet the needs of our customers."

Along with a focus on internal organisational alignment, Aiello has identified timely delivery of new product projects and expanding into new sectors beyond construction as key priorities. Longer term, he plans to strengthen the brand’s position in large-scale projects and self-erecting crane distribution, while also making Terex Tower Cranes a top employer in Northeast Italy, one of the most significant industrial clusters in the Mediterranean region.

The tower crane industry faces significant challenges, particularly in the context of economic downturns in many global markets. However, Aiello is optimistic about the ability of Terex Tower Cranes to navigate these difficulties. "Our focus will remain on increasing market share through customised solutions and exceptional customer support. We are also actively working to secure large global construction projects, where I believe our technical expertise will be a decisive factor."

Terex Tower Cranes will also continue its strong offering of flat top city class cranes, where Aiello feels the majority of the market lies. "We remain committed to providing versatile and reliable cranes that meet the demands of urban construction and smaller-scale projects, ensuring a balanced approach to serve a wide range of customer needs.”

In an industry where technological advances are reshaping the landscape, Aiello is also committed to leading Terex Tower Cranes into the future of digital transformation. "Although not all customers are demanding digital solutions yet, Terex Tower Cranes offer a lot of technology in this space already—T-Torque Slewing Technology, Terex Power Plus (TPP), Terex Power Match, T-Link telematics, T-Lift, and electronic set up—all of which enhance safety, improve predictive maintenance, and increase efficiency on job sites. We see a future where connected cranes, autonomous control, and advanced safety systems will be essential on jobsites and therefore we will continue to drive solutions in this area."

While innovation and digital technologies is clearly important, Aiello also highlights the importance of longer-term customer support, particularly in the rental segment, where many customers have fleets with units that have been in service for many years. “As an OEM, it’s not enough to focus solely on innovation and meeting new regulatory standards. We must stay closely connected to our customers' evolving needs, ensuring that we not only deliver new products but also provide comprehensive support and tailored solutions for the cranes they’ve relied on for years. This commitment to both innovation and long-term customer care is what sets us apart in the industry.”

To better serve customers and explore new market opportunities, Aiello plans to further strengthen relationships with the Terex Tower Cranes distribution network. "Our distributors play a crucial role in our success, and we will continue to support their growth while expanding our global network and exploring new sectors. Our team has been highly effective in organising focused events designed to better align with and promote our products to select groups of distributors. By limiting the number of participants, we’ve been able to provide more personalised attention and targeted support in the specific areas they need. This approach has had a very positive impact, enabling us to strengthen relationships and improve collaboration."

Meanwhile, Aiello is dedicated to fostering an environment of open communication and collaboration across the team at Terex tower Cranes. "I believe in challenging the status quo and creating opportunities for growth and development. The core values at Terex—Integrity, Respect, Servant Leadership, Courage, Continuous Improvement, and Citizenship—are principles I strongly believe in, and I will work to ensure these values are reflected across our team."

With Aiello at the helm, Terex Tower Cranes is positioned for new heights—combining a strong legacy of success with an ambitious focus on innovation, customer satisfaction, and global growth. Summarising his vision for Terex Tower Cranes, Aiello said, "We aim to be recognised as one of the top three leaders in the crane industry, known for providing high-quality products that deliver the best return on investment for our customers. We will do this by enhancing our market coverage, improving product support, and increasing our share in key markets."