Dieci Srl

What Dieci Srl does

Dieci Srl Unipersonale is a privately held Italian manufacturer founded in 1962 and headquartered in Montecchio Emilia (Reggio Emilia), with a workforce in the 251-500 band. The company designs, builds, and sells telescopic handlers (telehandlers) — fixed, articulated, and rotating platforms — along with truck mixers (autobetoniere), dumpers, and specialized machines. Its product range spans lifting heights of 4 to 35 meters and load capacities of 2,000 to 23,000 kg, and it serves four primary verticals: agriculture, construction, mining/quarrying, and emergency services (including civil protection, fire, armed forces, and Formula 1 rescue).

The technical platform centers on hydraulically operated telescopic booms with a proprietary hydraulic coupler system that supports a wide catalog of swappable attachments (forks, baskets, buckets, winches, bale clamps, snow blowers, harvesting equipment, and more). Differentiated product families include the AGRI PIVOT articulated telehandler, the PEGASUS rotating telehandler with continuous 360° turret rotation and automatic leveling outriggers, and the Dieci-e electric line (APOLLO-e with a 44 kWh dual LiFePo battery and an e-modular removable second battery; MINI AGRI-e compact electric models; Dual Energy hybrid kits for Pegasus). The Dieci Telematics System (DTS), standard on all vehicles with a 36-month free subscription, supplies real-time vehicle data, remote diagnostics, maintenance alerts, geofencing, time fencing, and anti-theft features via web portal and mobile apps.

Revenue is generated predominantly through hardware unit sales of telehandlers and related machines, distributed primarily through a 700+ authorized dealer network organized by sector (Building, Agriculture, Rental, Assistance) and supported by direct export and Italy-dedicated sales teams. Ancillary revenue streams include premium pricing on electric and Dual Energy variants, swappable attachment sales, a Dieci Spare Parts (DCS) online ordering portal for genuine parts, and the DTS subscription pipeline that begins as in-unit free service and matures into an annual renewal opportunity. Pricing is quote-based via the dealer channel and is not publicly disclosed.

Name

Dieci Srl

Legal name

Dieci Srl Unipersonale

Website

https://dieci.com

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

251–500 employees

Short description

Dieci Srl is a privately held Italian manufacturer, founded in 1962 and headquartered in Montecchio Emilia, that designs and sells fixed, articulated, and rotating telehandlers, truck mixers, dumpers, and electric variants for agriculture, construction, mining, and emergency services via a 700+ dealer global network.

Ownership category

akta.pro rank

Product category

Construction Equipment

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Material Handling Equipment Manufacturing (33392), Heavy Duty Truck Manufacturing (336120)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Construction, Mining & Materials Handling Machinery & Equip (3530), Construction Machinery & Equip (3531)

akta.pro primary industry

Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers) (IMACAFAD)

akta.pro secondary industries

Mining & Quarry Haulage Vehicle Manufacturing (Dump Trucks/Haulers) (IMACAFAC), Construction Site Vehicles (Dumpers, Site Carriers, Telehandlers) (IMAHAIAB), Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC), Dump & Tip Trucks Leasing & Rental (TLABAEAD)

Keywords

• Telescopic handlers
• Heavy machinery manufacturing
• Construction equipment
• Agricultural telehandlers
• Concrete truck mixers

Headquarters

HQ city

Montecchio

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Telehandler Sales: Dieci generates primary revenue from the manufacture and sale of telehandlers (fixed, articulated, rotating), truck mixers (autobetoniere), and dumpers. Product categories span agriculture, construction, mining, and emergency sectors with various models and configurations
2. DTS Telematics Subscription: DTS (Dieci Telematics System) is standard on all vehicles with 36 months free subscription. After this period, customers can renew or discontinue the subscription, providing recurring revenue potential
3. Electric Options and Upgrades: Electric telehandler variants (Dieci-e) and Dual Energy conversion kits provide premium pricing opportunities. The removable Dual Energy kit can be disassembled and installed on different vehicles, creating accessory revenue streams
4. Equipment and Attachments: Wide range of compatible equipment and accessories for telehandlers including specialized attachments for agriculture, construction, forestry, and emergency applications. Equipment catalog available for download

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Dieci Srl manufactures and sells heavy-duty telehandlers (fixed, articulated, and rotating models), concrete truck mixers (autobetoniere), and dumpers used for lifting, handling, transporting, and positioning loads across agriculture, construction, mining, and emergency sectors. The portfolio spans lifting heights from 4 to 35 meters and load capacities from 2,000 to 23,000 kg, with electric variants (Dieci-e) and a Dual Energy hybrid powertrain option. Every vehicle ships standard with the DTS telematics platform (36 months of complimentary subscription) for remote fleet monitoring and diagnostics.

Product overview

Dieci Srl is an Italian manufacturer of telehandlers (telescopic handlers) and construction equipment. The product portfolio consists of three core categories of telehandlers: Fixed telehandlers (AGRI FARMER, AGRI MAX, AGRI MAX POWER X2, AGRI PLUS, AGRI STAR, MINI AGRI, MINI AGRI SMART, APOLLO, APOLLO SMART, DEDALUS, HERCULES, ICARUS, ICARUS DYNAMIC, SAMSON, ZEUS), Articulated/Rotating telehandlers (AGRI PIVOT, PEGASUS CLASSIC, PEGASUS ELITE, PEGASUS ESSENTIAL), and Electric telehandlers under the Dieci-e sub-brand (MINI AGRI-e, MINI AGRI-e SMART, APOLLO-e, APOLLO-e SMART). Additional construction products include truck mixers (AUTOBETONIERE) and dumpers (DUMPER). The range spans lifting heights from 4 to 35 meters and capacities from 2,000 kg to 23,000 kg. An add-on telematics module called DTS (Dieci Telematics System) provides fleet monitoring and remote diagnostics. Products serve four sectors: Agriculture, Construction, Mining/Quarries, and Emergency services.

Differentiator

Problem solved

Functional benefit

Brands

• Dieci-e: Electric telehandler product line featuring full electric models like Apollo-e and Mini Agri-e, including the Dual Energy system for hybrid electric/diesel operation on Pegasus rotating telehandlers.
• DTS (Dieci Telematics System)

Products and services

• AGRI FARMER Fixed Telehandler Fixed telehandler designed for agricultural applications, featuring a hydraulically operated telescopic boom for lifting and positioning light to heavy loads on farms.
• AGRI MAX Fixed Telehandler Fixed agricultural telehandler with higher lifting capacity and extended boom reach for demanding farming operations.
• AGRI MAX POWER X2 Fixed Telehandler Enhanced version of AGRI MAX with dual power configuration for increased performance in agricultural operations.
• AGRI PLUS Fixed Telehandler Fixed agricultural telehandler with advanced features for versatile material handling tasks on farms.
• AGRI STAR Fixed Telehandler Premium fixed telehandler for agriculture offering maximum performance for heavy-duty farming applications.
• MINI AGRI Compact Fixed Telehandler Compact fixed telehandler designed for smaller agricultural operations and tighter spaces.
• MINI AGRI SMART Compact Fixed Telehandler Compact fixed telehandler with smart features for efficient handling in space-constrained agricultural environments.
• AGRI PIVOT Articulated Telehandler Articulated telehandler combining telescopic boom extension with central joint connecting front and rear chassis for superior maneuverability in agriculture.
• MINI AGRI-e Electric Telehandler Full-electric compact telehandler for agriculture with zero emissions and lithium battery power, designed for rental and sustainable farming operations.
• MINI AGRI-e SMART Electric Telehandler Electric compact telehandler variant with smart technology features for sustainable agricultural material handling.
• APOLLO Fixed Construction Telehandler Fixed telehandler for construction, designed for handling, transporting, and lifting loads and personnel on construction sites.
• APOLLO SMART Fixed Construction Telehandler Fixed construction telehandler with smart features for enhanced operational efficiency and safety.
• DEDALUS Fixed Construction Telehandler Fixed telehandler for construction applications requiring reliable performance and versatility.
• HERCULES Heavy-Duty Fixed Construction Telehandler Heavy-duty fixed telehandler for construction with high load capacity for demanding applications.
• ICARUS Fixed Construction Telehandler Fixed construction telehandler offering strong performance for building and renovation projects.
• ICARUS DYNAMIC Fixed Construction Telehandler Dynamic version of ICARUS with enhanced features for demanding construction handling operations.
• SAMSON Fixed Construction Telehandler Fixed telehandler for construction featuring robust design for heavy material handling on job sites.
• ZEUS High-Capacity Fixed Construction Telehandler High-capacity fixed telehandler for construction designed for maximum lifting performance.
• PEGASUS CLASSIC Rotating Telehandler Rotating telehandler for construction offering continuous 360-degree turret rotation for extended operating coverage and precise load positioning.
• PEGASUS ELITE Rotating Telehandler Premium rotating telehandler with advanced features for demanding construction applications requiring precision and high performance.
• PEGASUS ESSENTIAL Rotating Telehandler Rotating telehandler offering essential rotating capabilities for versatile construction site handling.
• APOLLO-e Electric Construction Telehandler Full electric fixed telehandler with 44 kWh dual lithium battery and e-modular power pack for configurable runtime, designed for construction with zero emissions.
• APOLLO-e SMART Electric Construction Telehandler Electric fixed telehandler variant with smart features for sustainable construction site operations.
• AUTOBETONIERE Truck Mixer Truck mixer for concrete transportation and mixing at construction sites.
• DUMPER Construction Dumper Dumper for construction material transport and earthmoving applications.
• Dieci Telematics System (DTS) Integrated telematics solution for remote monitoring, diagnostics, and fleet management of Dieci telehandlers, truck mixers, and dumpers, with web portal and mobile app access.
• Dual Energy System Hybrid power system for Pegasus rotary telehandlers enabling operation in full electric or diesel mode, allowing lifting operations without starting the endothermic engine when connected to external electrical socket; the removable kit can be transferred to other vehicles.

Quantifiable outcome

• Operating coverage of more than 2,000 square meters through continuous turret rotation on rotating telehandlers
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• SalfamajorChannel Partner/ Reseller/ DistributorSalfa is DIECI's dealer for the Chilean market and has been a leading player in the mining, construction, and heavy-duty vehicle rental sectors for over 30 years. Salfa and Dieci celebrate 30 years of collaboration, with Salfa achieving a 12% share of the Chilean material handling vehicle market.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Manitou Group: Manitou is one of the world's leading telehandler OEMs, with comparable fixed, rotating, and articulated telescopic handler lines serving agriculture, construction, and mining — making it the closest direct competitor to Dieci's core product set.
• Merlo SpA: Merlo is an Italian telehandler specialist with overlapping fixed, compact, and high-capacity telescopic handler ranges, competing head-to-head with Dieci in both agricultural and construction channels across Europe.
• Bobcat (Doosan): Bobcat manufactures compact telehandlers and skid-steer loaders serving agriculture, construction, and rental channels, overlapping with Dieci's MINI AGRI, AGRI PIVOT, and entry-level construction ranges.
• Wacker Neuson: Wacker Neuson produces compact telehandlers, wheel loaders, and dumpers for construction and agricultural customers, closely overlapping with Dieci's compact and entry-level telehandler and dumper offerings.

Broad incumbents

• JCB (J.C. Bamford Excavators): JCB is a global heavy equipment incumbent with a comprehensive telehandler (Loadall) line and a much larger dealer footprint, competing against Dieci in construction and agricultural markets with deeper R&D resources.
• Caterpillar Inc. Caterpillar is a broad heavy equipment and engine OEM with material handling and construction machinery offerings; while not telehandler-pure, it competes for the same construction and mining fleet customers as Dieci.
• Genie (Terex Corporation): Genie, part of Terex, produces telehandlers, aerial work platforms, and material lifts, directly competing with Dieci in construction equipment channels and increasingly in electric-powered machines.
• Haulotte Group: Haulotte manufactures aerial work platforms and telehandlers for construction and industrial applications, overlapping with Dieci's construction telehandler range and customer base in Europe.
• Liebherr: Liebherr is a broad heavy equipment manufacturer with a significant telehandler and material handling portfolio, competing for large construction, mining, and infrastructure fleet customers that also buy Dieci products.

Emerging players

• Snorkel (AIF Group): Snorkel produces material lifts, telehandlers, and aerial equipment serving construction and rental fleets, providing partial overlap with Dieci's construction channel and emerging electric machine portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/diecisrl
• Facebookfacebook.com/DieciItaly/?ref=bookmarks
• LinkedInlinkedin.com/company/dieci-official
• Instagraminstagram.com/dieci_italy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dieci Srl