Franna Showcases Growth Strategy At First Dubai Global Conference

Dubai (PlantAndEquipment.com) - Franna, the international manufacturer of pick-and-carry cranes, held its first-ever Global Conference in Dubai from November 3–6, 2025, signaling a major step forward in its international expansion plans. Held under the theme “The Road Ahead,” the event brought together distributors, rental companies and customers from Latin America, the Middle East, Southeast Asia and Africa, all representing key growth markets for the brand.

Delegates from construction, precast, oil and gas and infrastructure sectors attended the multi-day program, which blended strategic insights with hands-on product experiences.

Demonstrating the Smart Alternative

Throughout the event, Franna showcased why its cranes are positioned as a smarter alternative to conventional mobile lifting equipment. Presentations highlighted return on investment, operational flexibility and field performance through real-world success stories and customer testimonials.

The live display of the Franna FR17 C and AT22-2 models in Dubai’s Jebel Ali Free Zone was a highlight of the conference. The demonstrations concentrated on articulation, boom control, and pick-and-carry lifting without outriggers, using major attachments such as the Fly Jib, Man Basket, Drag Winch, Outrigger, Spreader Bar, and Rhino Hook.

These demonstrations underscored the cranes’ infinite working radius, reinforcing why Franna machines outperform many conventional cranes in speed, maneuverability, and jobsite versatility.

Global Strategy

Franna’s expansion plans build on its dominant position in Australia, where the brand holds more than 90% of the pick-and-carry crane market and represents about half of the country’s total mobile crane segment. Its longstanding market leadership has made “Franna” synonymous with pick-and-carry cranes and supports the global message:

“Franna – the world’s most versatile crane.”

Unlike slew cranes, which need outrigger configuration prior to lifting, Franna cranes may drive straight to the load, hoist it, and transfer it without delay, allowing mid-capacity versions to outperform bigger, more expensive equipment.

“Bringing Franna to global markets is about more than just exporting another crane product; it is about sharing a legacy — redefining mobile lifting,” says Danny Black, General Manager for Franna. “With cranes already operating in over 30 countries, we are showing that Franna isn’t just leading in Australia, it’s the smarter choice for lifting everywhere.”

Accelerating Expansion Through India and Beyond

Franna's recent worldwide success is largely due to its presence in India, the world's biggest pick-and-carry crane market. The company developed a 3,500 m² plant in Hosur to meet local and export demand. This growth model is now the cornerstone of its strategy throughout Southeast Asia, the Middle East, and Africa.

“Hosting the Global Conference in Dubai reflects Franna’s commitment to building brand awareness in new markets and strengthening relationships with distributors and customers worldwide,” says Jaideep Shekhar, VP & Managing Director Asia & EMEA. “This event demonstrated why Franna is the world’s most versatile crane and why our solutions deliver value in today’s competitive lifting market.”

Terex Leadership Backs Global Vision

Terex, Franna’s parent company, reinforced the strategic importance of Franna’s expansion plans. As a global manufacturer with operations across multiple industrial segments, Terex provides Franna with deep engineering resources, a worldwide supply chain, and access to an established distribution network across more than 100 countries. This global backbone is central to scaling Franna’s pick-and-carry technology beyond its traditional markets.

“Franna’s international growth is rooted in the strong foundation built in Australia,” says Kieran Hegarty, President of Terex MP. “Expanding globally is about educating new markets on the safety, mobility, and efficiency that Franna cranes deliver. This conference marks a pivotal moment in that journey, showcasing how Franna is redefining lifting solutions worldwide.”

With expanding manufacturing capabilities, a growing distributor network and the backing of Terex’s global footprint, Franna’s first Global Conference in Dubai demonstrated far more than product performance. It showcased a brand ready to scale internationally, backed by a clear strategy and a rapidly growing global customer base.