Interview: Palfinger’s North America growth strategy

North America has become one of the most important strategic priorities for Palfinger as the company moves towards its Strategy 2030+ targets. The decision follows a detailed review of future growth opportunities and reflects the increasing importance of the region within the company’s global business.

Andreas Klauser, CEO, Palfinger AG. (Image: Palfinger).

“When I took over in 2018, we were sitting at around €200 million in North America. Today we are already at €550 million, and when we looked at our Strategy 2030+, it became very clear that our biggest growth opportunity is in North America - especially in the US,” says Andreas Klauser, CEO of Palfinger AG, speaking to Rental & Access International at the ConExpo exhibition in Las Vegas, earlier this year. 

“Based on this assessment, we decided to move forward. We established our North American headquarters in Schaumburg, Illinois, in 2023 and last year we opened our Parts Distribution Center in Huntley, Illinois. This is clearly a region where we see significant potential for growth.”

The ambition is substantial. Palfinger’s global target is to reach more than €3 billion in revenue by 2030.

“We are planning to achieve €3 billion in 2030,” says Klauser. “We are here to stay sustainable. The entire setup you are seeing is clearly related to growth.”

Today, North America already represents almost a quarter of Palfinger revenue, making the United States the company’s largest individual market by volume. The company has supported that expansion through investment in infrastructure rather than relying solely on sales growth.

Alongside its headquarters and Parts Distribution Center, Palfinger is continuing to expand its sales and service network across the region. The company currently operates around 20 locations in North America and plans further expansion to strengthen support for customers and dealers.

Ismael Daneluz, vice president sales & service, North America, Palfinger. (Image: Palfinger).

“We are not stopping here,” says Ismael Daneluz, vice president sales & service, Palfinger North America. “We continue to expand our footprint, opening more locations every year to provide support and service to our customers and partners across the region.”

The strategy reflects a wider shift in the lifting equipment industry, where customers are increasingly focused on lifecycle value rather than simply the initial equipment purchase. Availability, maintenance support and uptime have become key purchasing factors as companies seek to maximise the productivity of their fleets.

“It’s not only the product that sells - it’s the service,” says Daneluz. “When a customer needs support, how you respond makes all the difference.”

Building a regional manufacturing footprint

Palfinger currently employs around 1,000 people across North America, covering manufacturing, assembly, sales and service operations. The company operates four main manufacturing facilities in the region, with production structured around different product lines and customer requirements.

The approach is based on developing capability close to the markets being served. While Palfinger continues to draw on engineering expertise and technology from Europe, the company is increasing its focus on regional production and support.

“Our concept is ‘in the region, for the region’,” says Daneluz. “We are not fully dependent on Europe. We have our own manufacturing, and we bring technology from Europe and apply it here.”

That approach has become increasingly relevant as manufacturers continue to manage supply chain disruption and changing trade conditions. Local production provides greater flexibility and reduces dependence on international logistics.

Tariffs remain one of the biggest uncertainties facing manufacturers operating across borders. However, Palfinger believes the greatest challenge is not necessarily the tariffs themselves, but the speed at which trade conditions can change.

“Tariffs are the rules and we have to stick to them,” says Klauser. “The big challenge is the level of volatility we are currently facing. If you can plan on tariffs for six months, nine months or two years, that’s fine. But if the tariffs are changing on the day you are shipping, it becomes a challenge.”

The uncertainty has slowed some purchasing decisions, with customers taking longer to commit to major capital investments. However, Palfinger says the underlying demand remains positive and believes the market will improve once there is greater clarity.

The changing environment has also reinforced the importance of aftermarket support. As customers keep equipment in service for longer, servicing, spare parts and technical assistance become increasingly important elements of the purchasing decision.

Developing products for the North American market

A central part of Palfinger’s strategy is developing equipment specifically for North American applications rather than simply adapting products designed for other regions.

Assembled in the United States, Palfinger bucket trucks are built with advanced lifting and ergonomic controls. Pictured, the ETC MH 40 IH features a 40 ft reach, full 360° rotation and lifts up to 1,000 lbs. (Image: Palfinger).

Customer input is being incorporated earlier in the development process, allowing the company to understand local working conditions, applications and productivity requirements.

“The North American market is different from Europe,” says Daneluz. “To be successful here, it’s always in the region, for the region.”

That customer-led approach influences product development from the beginning.

“We involve customers at an early stage,” says Daneluz. “We talk to them, we try to understand their applications, what they need and how we can be better. Those insights are fed directly into our R&D process to develop what the market needs.”

Reflecting Palfinger’s focus on regional market needs, several products displayed at CONEXPO have been developed specifically for North America and are not available in this form in other markets. Truck-mounted forklifts represent one of the company’s biggest growth opportunities in the region, while aerial work platforms are also a key focus area, supported by demand from utilities, infrastructure projects and disaster recovery applications.

Palfinger believes these sectors will continue to require equipment that improves productivity while helping customers manage labour challenges and changing operational requirements.

Rental, technology and lifecycle value

The rental market is another important part of the North American opportunity. Depending on the product line and application, rental fleets can represent up to 20% of the demand, although the share varies significantly by application.

Palfinger’s truck-mounted forklifts are uniquely designed for the North American market, delivering speed, flexibility and power for any jobsite. Pictured is the FHC 55 center seat, ideal for fast, efficient logistics and material handling. (Image: Palfinger).

The company is also seeing continued consolidation among rental companies, creating larger fleet operators with increasingly professional purchasing strategies focused on uptime, reliability and total cost of ownership.

Digital technology is becoming an increasingly important part of that support model. Palfinger continues to develop its CONNECTED telematics platform, allowing customers to monitor equipment performance, manage fleets and support predictive maintenance.

The company is also introducing virtual reality tools, such as the VR2 training simulator, to improve technician training and service support.

However, the focus remains on delivering practical customer benefits rather than adding technology for its own sake.

“We don’t provide innovation because we like to be innovative,” says Daneluz. “The solution needs to create real value for our customers. If I provide something that doesn’t add value, why should they buy it?”

That philosophy also applies to equipment ownership cycles. With some customers extending replacement intervals due to market uncertainty, Palfinger believes supporting machines throughout their working life will become increasingly important.

The FHS 55 P side seat provides operators with the power and control needed to navigate uneven ground, tight entry points, and challenging delivery locations. (Image: Palfinger).

“Our promise is Lifetime Excellence,” says Daneluz. “We don’t look at this as a transactional opportunity. It’s about building a long-term relationship with our customers – from the moment they start looking for a product to service, replacement and renewal.”

Growth through continued investment

Palfinger is preparing around 30 product launches over the coming years, including new truck-mounted forklifts, aluminum body solutions and further lifting technologies aimed at the North American market.

“We see attractive opportunities in many of the industries and applications we serve. Our focus is on continuing to invest in products, manufacturing, service capabilities and customer support to strengthen our position and capture that potential.”

For Palfinger, North America is no longer simply an important regional market. It has become a central pillar of the company’s global growth strategy, built around local manufacturing, customer-led product development and a stronger service proposition.

Designed for fiber installation, the Palfinger PB 38 AT P cable placer offers flexible platform stowage, 43 ft. of working height, one-handed controls, and an industry-leading 27 ft. of side reach. Built specifically for telecom and utility applications, this ultra-durable, non-insulated bucket truck helps crews work efficiently at height. (Image: Palfinger).