Dieci Srl
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.
- Company typePrivate
- Founded1962
- HeadquartersMontecchio, Italy
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
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.
Dieci Srl firmographics
Firmographics- 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
Dieci Srl industry classification
Industry- 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
Where Dieci Srl is headquartered
LocationHeadquarters
- HQ city
- Montecchio
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Dieci Srl business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- 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
- 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
- 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
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Standard telehandler models |
| Unit Pricing | Multi-year contract | Electric Dieci-e models |
| Subscription | Annual | DTS Telematics System |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Dieci Srl product offering
Product offeringCore 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
Companies that use Dieci Srl
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Dieci Srl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Dieci Srl partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SalfamajorSalfa 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
Dieci Srl competitors and assessment
Company assessmentDirect 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
Dieci Srl social profiles
Digital presenceDieci Srl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dieci Srl leadership team
Management profileNumber of profiles
Dieci Srl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dieci Srl 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 Dieci Srl
What does Dieci Srl do?
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.
Is Dieci Srl a public or private company?
Dieci Srl is a private company. It is classified as unknown and is currently operating.
When was Dieci Srl founded?
Dieci Srl was founded in 1962. It employs 251 to 500 people.
Where is Dieci Srl based?
Dieci Srl is headquartered in Montecchio, Italy, in the Europe region.
How does Dieci Srl make money?
Four revenue lines are on record. Telehandler Sales are the primary driver. The others are DTS Telematics Subscription, electric Options and Upgrades and equipment and Attachments.
Who are Dieci Srl's main competitors?
Direct peers on record are Manitou Group, Merlo SpA, Bobcat (Doosan) and Wacker Neuson. Broad incumbents are JCB (J.C. Bamford Excavators), Caterpillar Inc., Genie (Terex Corporation), Haulotte Group and Liebherr. Snorkel (AIF Group) is listed as an emerging player.
Does Dieci Srl have an API?
No public API is recorded for Dieci Srl.
What industry is Dieci Srl in?
Dieci Srl's product category is Construction Equipment. Its primary akta.pro industry code is IMACAFAD, Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers), with a secondary code of IMACAFAC, Mining & Quarry Haulage Vehicle Manufacturing (Dump Trucks/Haulers). Its NAICS code is 333924 and its SIC code is 3537.