Raimondi outlines first phase of brand integration strategy following acquisition of Terex key lifting brands
Company News: 16 July 2026
Company presents dual-brand approach to ensure continuity for valued customers while advancing long-term vision of a unified lifting organization
As part of Raimondi’s ongoing integration efforts following the acquisition of Terex Tower Cranes, Terex Rough Terrain Cranes, and the North American service hub, the company has started to implement the first phase of its brand integration strategy.
The initiative represents a step forward in the integration roadmap, bringing together some of the industry’s most recognized brands under a shared vision. The phased approach has been designed to ensure a smooth transition and establishes a clear framework for future integration activities as Raimondi continues its journey toward a unified global identity.
As part of this first phase, Terex Tower Cranes and Terex Rough Terrain Cranes will adopt a dual-brand architecture that strengthens their connection to the Raimondi Group while preserving the strong market recognition associated with the Terex lifting segments.
International business units will transition to a shared brand identity that reflects the increasing alignment of the Group’s global operations.
While the visual identities evolve, the Group’s commitment to product excellence, customer support, engineering expertise, and operational reliability remains unchanged.
This first phase of integration reflects Raimondi’s broader strategy to leverage the strengths of each brand, while creating greater alignment across its international operations to position the Group as leading player in the lifting industry.