Ampliroll Hooklift Systems

What Ampliroll Hooklift Systems does

Ampliroll USA operates as the United States marketing, sales, and support arm of Marrel Corporation, distributing AMPLIROLL hydraulic hooklift systems, ART and ARB cable hoists, and a catalog of compatible roll-on/roll-off bodies to commercial and government fleet operators. Its core technology is the dual-pivot hook loader — invented by parent MARREL in France in 1969 and brought to the US market in 1980 — which uses a hydraulic articulating hook arm to load and unload interchangeable truck bodies (dump bodies, flatbeds, aerial lifts, cranes, septic pumpers, water tankers, waste containers, grapple systems, cement mixers) onto a single chassis in under three minutes, without leaving the cab or requiring auxiliary lifting equipment. Hooklift capacities range from 13,000 to 65,000 pounds; cable hoist pulling capacities range from 12,000 to 75,000 pounds, with both product lines engineered for 25+ year service life.

The company sells new and pre-owned hooklift-equipped trucks (compatible with Peterbilt, Kenworth, Mack, International, Freightliner, Isuzu, and Western Star chassis) primarily through a nationwide network of independent authorized dealers that handle local sales, installation, and service, supplemented by a direct sales function at its Rockford, Michigan headquarters for enterprise and municipal accounts. Revenue streams include hardware sales of hooklifts, cable hoists, and removable bodies; parts and after-sale service; custom vehicle fabrication; DOT compliance engineering; personalized equipment financing; and a marketplace listing new and used equipped trucks. Ampliroll USA holds GSA Contract 47QMCA18D000E for government procurement and is an NTEA member.

Primary customers are waste haulers and recyclers, construction and demolition contractors, municipalities (cities, counties, DOTs), landscapers and tree-care operators, fire and emergency response agencies, and scrap metal recyclers — all segments where a single hooklift-equipped chassis can replace multiple dedicated vehicles, reducing fleet size, registration and insurance costs, and driver headcount. Ampliroll USA has been part of the Italian Fassi Group since 2013 and underwent a corporate rebranding in September 2025 to formally align with the Fassi family of companies.

Name

Ampliroll Hooklift Systems

Legal name

Marrel Corporation

Website

https://amplirollusa.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

Ampliroll USA, a division of Marrel Corporation (Fassi Group subsidiary since 2013), markets and supports hydraulic hooklift systems and cable hoists in the United States, serving waste haulers, contractors, municipalities, and emergency services through a nationwide authorized dealer network since 1980.

Ownership category

akta.pro rank

Product category

Hooklift Systems

NAICS

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

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Truck-Mounted & Loader Cranes (IMAHAJAF)

akta.pro secondary industry

Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ)

Keywords

• Hooklift systems
• Cable hoists
• Roll-off bodies
• Truck equipment
• Hydraulic loaders

Headquarters

HQ city

Rockford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. New Hooklift and Cable Hoist System Sales: Ampliroll USA sells complete hydraulic hooklift systems and cable hoists as the primary revenue stream. Hooklift lift capacities range from 13,000 to 65,000 lbs; cable hoists range from 12,000 to 75,000 lbs. Systems are sold directly and through the dealer network, with full installation services available.
2. Roll-On/Roll-Off Removable Bodies: Ampliroll USA supplies a complete selection of interchangeable truck bodies (dump bodies, flatbeds, aerial lifts, septic pumpers, water tankers, waste containers, cranes, grapple systems, cement mixers) sold alongside hooklift systems as a package or separately.
3. New and Pre-Owned Hooklift Trucks: Ampliroll USA's equipment marketplace lists new and used hooklift-equipped trucks for sale across various chassis brands (Peterbilt, Kenworth, Mack, International, Freightliner, Isuzu, Western Star) from third-party sellers. The company facilitates sales but transactions are direct between buyer and seller.
4. Parts and Technical Support: Ampliroll USA operates a dedicated Parts Department and provides technical assistance and training services, generating after-sale revenue throughout the product lifecycle.
5. Financing Services: Ampliroll USA offers personalized equipment financing options to help customers acquire hooklift systems, truck bodies, and complete trucks while preserving cash-on-hand for other operational needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

AMPLIROLL Hooklift Systems are hydraulic roll-on/roll-off mechanisms mounted on truck chassis that use an articulating hook arm to load, transport, and unload interchangeable bodies (dump bodies, flatbeds, water tankers, septic pumpers, aerial lifts, cranes, waste containers) without cranes or additional equipment. The product line includes hooklift systems with lift capacities from 13,000 to 65,000 lbs and complementary cable hoists (ARB Basic Mount and ART Top Mount series) with pulling capacities from 12,000 to 75,000 lbs, supported by replacement parts, financing, DOT compliance engineering, and custom vehicle fabrication.

Product overview

AMPLIROLL USA offers a comprehensive portfolio of hydraulic hooklift systems and cable hoists as the primary product lines, complemented by a full range of removable roll-on/roll-off bodies and supporting services. The core offering consists of AMPLIROLL Hooklift Systems (with lift capacities from 13,000 to 65,000 lbs) and cable hoist products including the ARB Basic Mount Series and ART Top Mount Series. These systems enable single truck chassis to handle multiple body types including aerial lifts, cranes, septic pumpers, water tankers, dump bodies, flatbeds, and waste containers. The company also provides parts, financing, DOT compliance engineering services, and custom vehicle fabrication. Products are distributed through a nationwide dealer network and backed by over 45 years of industry experience. MARREL Corporation, the manufacturer, invented the dual-pivot hook loader in 1969 and has been part of the Italian FASSI Group since 2013.

Differentiator

Problem solved

Functional benefit

Brands

• ART Series: Top mount cable hoist systems available in pulling capacities from 12,000 to 75,000 lbs with unique patented design for single and multiple-axle chassis.
• ARB Series
• Multibenne

Products and services

• AMPLIROLL Hooklift Systems Hydraulic hooklift systems that mount on truck chassis, enabling operators to load and unload roll-on/roll-off truck bodies from within the cab. Lift capacities range from 13,000 to 65,000 pounds with a service life exceeding 25 years. Designed for fleet operators, municipalities, contractors, and waste haulers.
• ARB Basic Mount Series Cable Hoist

Quantifiable outcome

• Hooklift operators can load and unload a container in under 3 minutes — enabling significantly more trips per shift vs. cable hoist systems
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• Fassi GroupcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2013Since 2013, MARREL Corporation has been part of the Italian Fassi Group, a global manufacturer of articulated hydraulic cranes. The Fassi Group includes Fassi (cranes), Forez (tipper systems), Cranab (forestry cranes), Vimek (forest thinning machines), and Slagkraft (street cleaning equipment). MARREL distributes in 60 countries internationally, and Ampliroll and Multibenne products account for 55% of international sales. The Fassi Group's watchwords are Excellence, Quality and Innovation.
• Elite Equipment Solutions (Commerce City, Colorado)coreChannel Partner/ Reseller/ DistributorElite Equipment Solutions is an authorized Ampliroll dealer serving contractors, oilfield operators, recyclers, municipalities, and fleet operators in Colorado and neighboring states. The company offers decades of experience in sales, installations, fabrications, and operations, recommending Ampliroll hydraulic hooklift systems to customers requiring versatile roll-on/roll-off truck body solutions.
• Olympic Sales (West Fargo, North Dakota)coreChannel Partner/ Reseller/ DistributorOlympic Sales (operating as Northland Truck Sales) is a long-time authorized Ampliroll dealer serving clients throughout Minnesota, Montana, North Dakota, South Dakota, and Wyoming. The company specializes in refuse trucks and equipment, offering solid waste management consulting alongside Ampliroll hooklift sales. President Greg Krutsinger leads a team providing equipment sales, rentals, and expertise.
• T. Sanchez Ltd (Ledgewood, New Jersey)coreChannel Partner/ Reseller/ DistributorT. Sanchez Ltd is an authorized Ampliroll dealer and installer founded by Antonio Sanchez, providing truck equipment installations, complete builds, and repair services to fleet operators and truck owners in New Jersey and nearby states for nearly 40 years. The company sells truck bodies and equipment from leading suppliers including Ampliroll hydraulic hooklifts.
• Enoven Truck Body + Equipment (W. Sacramento, California)coreChannel Partner/ Reseller/ DistributorEnoven Truck Body + Equipment is an authorized Ampliroll dealer recognized as California's premier custom truck body builder with over 33 years of experience. The company operates five locations: W. Sacramento, Redding, Sacramento (CA), Klamath Falls (OR), and Schertz (TX). Enoven specializes in specifying Ampliroll hydraulic hooklifts for customers requiring flexibility and economy in roll-on/off operations.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Hiab (Cargotec): Part of Cargotec, Hiab is a major global supplier of loader cranes, hooklifts, and demountable systems. Competes directly with Ampliroll in the truck-mounted lifting equipment category and serves overlapping municipal and contractor segments.
• Petersen Industries: US manufacturer of truck-mounted articulating loaders and hooklift systems serving utility, municipal, and construction customers. Directly competes in the truck-mounted lifting equipment space.
• SwapLoader: North American hooklift manufacturer with a comparable product range of hooklift systems and removable bodies, serving similar waste, construction, and municipal customers.
• Stellar Industries: US manufacturer of hooklifts, cable lift systems, and truck-mounted equipment serving construction, waste, and municipal segments. Directly comparable product line to Ampliroll's hooklift and cable hoist offerings.
• Palfinger: Austrian-headquartered global crane and lifting equipment manufacturer with a significant hooklift and loader crane product line. Competes directly with Ampliroll in North American hooklift and roll-off hoist markets, particularly with fleet and municipal customers.
• Heil Environmental (a Heil Company brand): US-based manufacturer of refuse and recycling collection vehicles with hooklift/roll-off hoist offerings. Directly competes with Ampliroll in the waste management hooklift chassis market, often bundled with refuse bodies.
• Amrep Manufacturing: North American manufacturer of refuse truck bodies and roll-off/hooklift hoists, competing directly with Ampliroll in the waste management hooklift chassis segment.
• Galbreath (Roll-Rite / Environmental Solutions Group): Manufacturer of roll-off hoists and hooklift systems for the waste and recycling industry. Directly comparable product category and overlapping customer base with Ampliroll's hooklift business.

Emerging players

• Venturo Manufacturing: US-based manufacturer of truck-mounted cranes and lifting equipment serving utility, telecom, and municipal markets. Partial overlap with Ampliroll's crane body business and broader truck-mounted lifting category.
• Crane Manufacturing & Service: US manufacturer of articulating truck-mounted cranes and related equipment with partial overlap with Ampliroll's crane body and lifting product categories; smaller scale and more niche focus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/marrelcorporationrockford?reload=9
• Facebookfacebook.com/MarrelCorporation
• LinkedInlinkedin.com/company/marrel-corporation
• Instagraminstagram.com/amplirollusa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Ampliroll Hooklift Systems