Magni to benefit from informal JCB link-up
By Murray Pollok19 April 2013
Newly established manufacturer Magni Telescopic Handlers - founded last year by former Manitou Italy executive Riccardo Magni – said it had reached an informal understanding with JCB to sell its rotating telehandlers through JCB’s dealer network.
Magni has already signed an agreement to use JCB’s Ecomax engines in its machines and although the sales arrangement for its rotating models is not formal it has the potential to give Magni a significant boost as it enters the European market. JCB makes a wide range of fixed boom handlers but does not have rotating models.
Riccardo Magni told IRN that as many as half of the estimated 200 machines the company expects to produce this year will be supplied to JCB dealers. On the Magni stand at Bauma was one unit sold to Demco, a JCB dealer in Germany, and it has also signed up Lyomat, a major JCB dealer in France, as a dealer. Mr Magni said he would shortly be meeting with JCB’s six UK dealers.
“Next year there will be more sales through JCB dealers when we have the network more established”, said Mr Magni, “We hope to double or triple sales next year.”
Magni took a large stand at Bauma to show a wide range of its new rotating and fixed boom models. Two key features of the range include the use of a sealed, pressurised cab to improve the working environment for operators, and a novel outrigger design – both pivoting and telescoping – that Magni said increases the outrigger spread and improved the working envelope of the machines.
Although more expensive than competitors, Mr Magni claimed that the working envelope of its machines would allow them to compete directly against bigger class competitor models.
One strategy for Magni is to try to migrate users to larger machines, from 21-25 m class handlers to 30 m machines. “I think we have to bring something different. My experience is that when you do something a little higher, everyone follows it.”
Mr Magni said there was plenty of room in Europe’s market for a new player and that the company had been pleased at the number of enquiries it had received at Bauma.
In addition to standard fixed boom and rotating models, the company is also producing very large handlers for the mining market, for applications such as handling tyres and hydraulic cylinders from big mining machines.