AUSA
AUSA CENTER S.L.U., founded 1956 in Manresa, Spain, designs and manufactures compact all-terrain industrial vehicles — dumpers, rough-terrain forklifts, and telehandlers — selling electric and combustion models through 600+ dealers in 90+ countries to rental fleets, construction contractors, and agricultural operators; acquired by Oshkosh Corporation for €115M in September 2024 and operating within JLG's Access Equipment division.
- Company typePrivate
- Founded1956
- HeadquartersManresa, Spain
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What AUSA does
AUSA CENTER, S.L.U. ('AUSA') is a Spanish manufacturer, founded in 1956 in Manresa (Barcelona), that designs, assembles, and distributes compact all-terrain industrial vehicles — articulated and reversible dumpers from 1 to 10 tonnes payload, rough terrain forklifts from 1.5 to 5 tonnes, and compact telehandlers from 1.35 to 2.3 tonnes — with parallel electric and combustion variants using li-ion battery technology. Its technical platform combines proprietary in-house transmissions for compact models (the AUSA AI Vision patent-pending safety system, FullGrip 4WD traction, hydrostatic drivetrains) with an AUSAnow telematics layer powered by Trackunit for fleet connectivity, maintenance automation, and geofencing; a Supplier Portal handles procurement, and an Internal Information System delivers compliance with Spanish Law 2/2023. Manufacturing concentrates on a 250,000 sq-ft facility in Manresa with stated capacity of 12,000+ vehicles per year, of which 70% is exported.
AUSA's commercial model is sales-led through a network of more than 600 dealers across 90+ countries, complemented by five wholly-owned regional subsidiaries in Spain (Madrid), France, the United Kingdom, Germany, and China, and exclusive distributor arrangements in territories such as Turkey and Wales. Revenue is generated predominantly through hardware sales of vehicles, spare parts, financial services (financing), and training programs, with quote-based dealer pricing and no public price list. Customers skew to equipment rental fleets, construction contractors, and agriculture/livestock operators; a 2017 record order of 500 units to the largest European rental company in Europe demonstrates the importance of large fleet accounts.
Following the September 2024 acquisition by Oshkosh Corporation for €115 million, AUSA operates as part of JLG within the Access Equipment division; the company retains its brand identity (refreshed in December 2025), Barcelona manufacturing footprint, and approximately 370 employees, while gaining access to JLG's global training, service, and support infrastructure. The combined organization is pursuing a 'local for local' compact equipment platform alongside Hinowa and JLG telehandlers.
AUSA firmographics
Firmographics- Name
- AUSA
- Legal name
- AUSA CENTER, S.L.U
- Website
- https://ausa.com
- Company type
- Private
- Founded year
- 1956
- Operating status
- Acquired
- Headcount range
- 251–500 employees
- Short description
- AUSA CENTER S.L.U., founded 1956 in Manresa, Spain, designs and manufactures compact all-terrain industrial vehicles — dumpers, rough-terrain forklifts, and telehandlers — selling electric and combustion models through 600+ dealers in 90+ countries to rental fleets, construction contractors, and agricultural operators; acquired by Oshkosh Corporation for €115M in September 2024 and operating within JLG's Access Equipment division.
- Ownership category
- akta.pro rank
AUSA industry classification
Industry- Product category
- Compact Industrial Vehicles
- NAICS
- Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Motor Vehicle Body and Trailer Manufacturing (33621)
- SIC
- Industrial Trucks, Tractors, Trailors & Stackers (3537), Truck & Bus Bodies (3713)
- akta.pro primary industry
- Construction Site Vehicles (Dumpers, Site Carriers, Telehandlers) (IMAHAIAB)
- akta.pro secondary industries
- Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers) (IMACAFAD), Truck Body & Upfit Manufacturing (Box/Dump/Service/Refuse) (IMACAGAC)
Keywords
Where AUSA is headquartered
LocationHeadquarters
- HQ city
- Manresa
- HQ country
- Spain
- HQ region
- Europe
Offices7 records
Markets served
AUSA business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Vehicle Sales: AUSA manufactures and sells compact all-terrain dumpers, rough terrain forklifts, and telehandlers. Products range from compact 1-tonne to 10-tonne capacity vehicles, available in both combustion and electric variants.
- Spare Parts: Replacement parts and maintenance kits for all AUSA vehicle models, including specialized components for electric vehicle batteries and drivetrains.
- Financial Services: Financing options offered to customers for vehicle purchases, enabling easier acquisition of equipment.
- Training Services: Training programs for operators and technicians to ensure proper use and maintenance of AUSA equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based commercial pricing through dealer network |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
AUSA product offering
Product offeringCore offering
AUSA designs, manufactures, and distributes compact all-terrain industrial vehicles including dumpers (1 to 10 tonne capacity), rough terrain forklifts (1.5 to 5 tonnes), and telehandlers (1.35 to 2.3 tonnes), offered in both combustion and electric variants. The company also sells a telematics fleet management platform (AUSAnow), spare parts, and supporting services (financing, technical support, warranty, and operator/technician training). Products are sold globally through 600+ dealers across 90 countries and regional subsidiaries.
Product overview
AUSA is a manufacturer of compact all-terrain industrial vehicles with three core product lines: dumpers (1-10 tonne articulated and reversible models), rough terrain forklifts (1.5-5 tonne with electric and combustion options), and telehandlers (1.35-2.3 tonne compact models). The company offers an Electric Range across all product families featuring li-ion battery technology. AUSAnow provides fleet telematics and connectivity across the vehicle range, while a Supplier Portal enables partner operations management. Products share core design principles of compactness, robustness, and ease of use, with in-house transmission manufacturing for most compact models.
Differentiator
Problem solved
Functional benefit
Brands
- AUSAnow: Fleet management platform providing real-time machine connectivity, alerts, alarms, and maintenance tracking for AUSA equipment
Products and services
- Dumpers Articulated and rigid compact dumpers for material transport and earthmoving, ranging from 1 to 10 tonnes payload capacity. Includes light, medium, heavy, and reversible models available in both combustion and electric variants. Used by construction contractors, rental companies, agricultural operations, and infrastructure projects.
- Rough Terrain Forklifts All-terrain forklifts designed for demanding outdoor and rough surface environments including construction, agriculture, and material handling. Range includes electric C151E (1,500 kg), combustion C151H, C251H (2.5 t), C351H (3.5 t), C401H (4 t), and C501H (5 t) models with various lift heights up to 5.4 metres.
- Telehandlers Compact telehandlers with a side-mounted boom design for optimal cab space. Models include T144H (1.35 t), T164E (electric), T164H (1.6 t), T204H (2 t), and T235H (2.3 t) with lift heights from 4 to 5 metres. Sold to construction, agriculture, and rental customers.
- AUSAnow Fleet Manager Telematics and fleet management platform providing 100% connectivity for AUSA vehicles, including real-time machine monitoring, preventive maintenance alerts, geofencing security alarms, and direct dealer/rental company communication via web and mobile app.
- AUSA Finance Services Financing options offered to customers to enable easier acquisition of AUSA vehicles through dealer or direct financing arrangements.
- AUSA Technical Support Services Technical assistance and after-sales support for AUSA vehicles, delivered via the global dealer network and regional subsidiaries.
- AUSA Spare Parts Replacement parts and maintenance kits for all AUSA vehicle models, including specialized components for electric vehicle batteries and drivetrains.
- AUSA Training Services Training programs for operators and technicians covering proper use and maintenance of AUSA equipment.
- AUSA Warranty Services Manufacturer warranty coverage for AUSA vehicles delivered through the dealer network.
Quantifiable outcome
- 50-75% reduction in maintenance costs with electric vehicles compared to diesel
- +3 more outcomes
Companies that use AUSA
Customer profileNamed customers3 records
Segments7 records
Ideal customer profiles4 records
AUSA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability5 records
Feature5 records
AUSA partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- Tilke Engineers & ArchitectscoreAUSA is executing construction work at the Oscar y Juan Galvez Racetrack in Buenos Aires in coordination with Tilke Engineers & Architects for the MotoGP Argentina Grand Prix. Work involves 295,000 m³ earthwork and new pit structure foundations, ahead of schedule for December completion.
- A&M GroupcoreDistribution partnership for Central and South Wales covering dumpers, rough terrain forklifts, and compact telehandlers. A&M Group serves as exclusive distributor for AUSA products in the region.
- JLG (Oshkosh Corporation)flagshipOshkosh Corporation acquired AUSA in late 2024, bringing AUSA into the JLG Access Equipment division. AUSA's compact dumpers, forklifts, and telehandlers complement JLG's existing product portfolio. The acquisition expands JLG's ability to meet broader customer needs with compact, purpose-built equipment. AUSA maintains its brand identity while benefiting from JLG's global training, support, and service infrastructure.
- Turkuaz1 MakinecoreTurkuaz1 Makine is the exclusive importer of AUSA dumpers, rough terrain forklifts, and telehandlers in Turkey, expanding AUSA's presence in the Turkish market.
- HinowacoreHinowa was integrated into JLG in 2023, and together with AUSA's 2024 addition, strengthens the organization's ability to develop global platforms with regional customizations as part of JLG's 'local for local' strategy.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
AUSA competitors and assessment
Company assessmentBroad incumbents
- JCB: UK-based global construction equipment manufacturer offering a full range of telehandlers, site dumpers, and rough terrain forklifts. Overlaps with AUSA's portfolio but operates at much larger scale with broader product lines beyond compact equipment.
- Bobcat (Doosan): Doosan Bobcat is a global compact equipment manufacturer offering skid steers, compact track loaders, and small articulated loaders. Overlaps with AUSA in compact equipment and rental channels, with broader product range and greater financial scale.
- Caterpillar: Global construction and mining equipment leader with broad product portfolio including compact construction equipment through its Cat Compact line. While not a direct compact specialist like AUSA, it competes in adjacent categories with vastly greater scale and dealer network.
- Liebherr: Swiss-German family-owned manufacturer of construction equipment including telehandlers and wheeled loaders. Competes with AUSA in compact and mid-size telehandlers while operating a much broader heavy equipment portfolio.
Direct peers
- Wacker Neuson: Wacker Neuson is a leading German manufacturer of compact construction equipment including site dumpers, telehandlers, and wheel loaders—directly comparable to AUSA's core product lines. Both companies serve the same European construction and rental channels with similar product positioning.
- Manitou: Manitou is a French global manufacturer of rough terrain forklifts, telehandlers, and material handling equipment with strong European and North American presence. Direct competitor to AUSA in compact telehandlers and rough terrain forklifts, with overlapping rental channel customer base.
- Merlo: Italian manufacturer specializing in compact telehandlers and rough terrain forklifts. Direct competitor to AUSA's telehandler and forklift lines, particularly in European agricultural and construction markets.
- Thwaites: UK-based specialist manufacturer of site dumpers ranging from 1 to 10 tonnes. Closely comparable to AUSA's dumper product line with similar customer base in UK and European rental companies.
- Avant Tecno: Finnish manufacturer of compact articulated loaders and attachments for construction, landscaping, and agriculture. Comparable to AUSA in targeting compact equipment niches with all-terrain capabilities, though focused on loader platforms rather than dumpers and forklifts.
Emerging players
- Kubota: Japanese manufacturer expanding from agricultural and compact tractor equipment into compact construction equipment including wheel loaders and carriers. Increasingly comparable to AUSA in agricultural and landscaping segments with growing European presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
AUSA social profiles
Digital presenceAUSA compliance and trust
Trust signalCompliance3 records
AUSA financial estimates
Financial estimateRevenue estimate
Valuation estimate
AUSA leadership team
Management profileNumber of profiles
Profiles4 records
AUSA subsidiaries and ownership
Company hierarchySubsidiaries5 records
AUSA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AUSA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AUSA
What does AUSA do?
AUSA designs, manufactures, and distributes compact all-terrain industrial vehicles including dumpers (1 to 10 tonne capacity), rough terrain forklifts (1.5 to 5 tonnes), and telehandlers (1.35 to 2.3 tonnes), offered in both combustion and electric variants. The company also sells a telematics fleet management platform (AUSAnow), spare parts, and supporting services (financing, technical support, warranty, and operator/technician training). Products are sold globally through 600+ dealers across 90 countries and regional subsidiaries.
Is AUSA a public or private company?
AUSA is a private company. It is classified as corporate owned and is currently acquired.
When was AUSA founded?
AUSA was founded in 1956. It employs 251 to 500 people.
Where is AUSA based?
AUSA is headquartered in Manresa, Spain, in the Europe region.
How does AUSA make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are spare Parts, financial Services and training Services.
Who are AUSA's main competitors?
Broad incumbents on record are JCB, Bobcat (Doosan), Caterpillar and Liebherr. Direct peers are Wacker Neuson, Manitou, Merlo, Thwaites and Avant Tecno. Kubota is listed as an emerging player.
Does AUSA have an API?
No public API is recorded for AUSA.
What industry is AUSA in?
AUSA's product category is Compact Industrial Vehicles. Its primary akta.pro industry code is IMAHAIAB, Construction Site Vehicles (Dumpers, Site Carriers, Telehandlers), with a secondary code of IMACAFAD, Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers). Its NAICS code is 333924 and its SIC code is 3537.