Crane Sales New Zealand

Name

Crane Sales New Zealand

Legal name

Crane Sales New Zealand Ltd

Website

https://cranesales.co.nz

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Cranes and Lifting Equipment

NAICS

Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810)

SIC

Construction Machinery & Equip (3531), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Truck-Mounted & Loader Cranes (IMAHAJAF)

akta.pro secondary industry

Mobile & Crawler Cranes (IMAHAJAA)

Keywords

• Truck-mounted cranes
• Spider crawler cranes
• Hydraulic liftgates
• Crane service maintenance
• Lifting equipment distribution

Headquarters

HQ city

Matakana

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel

Revenue model

1. New Crane Sales: Sale of new truck cranes, spider/crawler cranes, and hydraulic liftgates from premium brands including HMF, UNIC, Maxilift, BG Lift, Tommy Gate, and HS Marine
2. Used Crane Sales: Sourcing and sale of quality second-hand cranes from around the world. Full service includes inspection, certification, shipping, and transportation to customer facilities
3. Parts Sales: Genuine and indent parts for all makes and models. Sourcing parts globally including brands such as UNIC, Rozzi, TAM, Tadano, Terex, NCK, Komatsu, Hyundai, and Doosan
4. Service and Maintenance: Comprehensive service through four branches and network of service providers. Mobile service vehicles for scheduled maintenance and breakdown response. Factory-trained professionals available 365 days a year
5. Turnkey Solutions: Complete body builds and crane installation. In-house engineering capabilities for full vehicle builds from bare chassis to road-ready crane trucks

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Crane Sales New Zealand distributes, services and maintains new and used cranes and lifting equipment for New Zealand industries. Its portfolio spans truck-mounted loader cranes, compact spider/crawler cranes, hydraulic liftgates, used equipment, and a global parts sourcing operation, supported by four branches and a nationwide mobile service network.

Product overview

Crane Sales New Zealand is a comprehensive crane solution provider offering a portfolio of specialized lifting equipment across multiple product categories. The core offerings include UNIC Spider Cranes (compact crawler cranes for confined spaces), BG Lift CWE Crawler Cranes, HMF Truck Cranes (knuckle boom load moment 3.2-80.1 tm), UNIC Truck Cranes, Maxilift Light Truck Cranes, Tommy Gate Hydraulic Liftgates, and HS Marine Ship Cranes. The company also provides accessories (spreader bars, outrigger pads), used crane sourcing, genuine/indent parts for all makes, and nationwide service/maintenance. Turnkey solutions include complete body builds with in-house engineering capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• UNIC Spider Cranes Compact crawler cranes from UNIC (Japan's No.1 mini crawler crane brand) designed for confined and restricted working areas. Features include rubber crawlers, ability to pass through standard doors and elevators, diesel and battery-powered (ECO) options for zero-emission indoor operation, radio remote control with safe working load/radius/boom feedback display, Lift-Smart outrigger interlocks and turnover protection, and ECO battery power option. Models include URW1006C, URW706-2, URW706C, URW547C, URW376 (ECO), URW376C, URW295C, URW295CB2 (ECO), and URW094C.
• BG Lift Spider Cranes Compact crawler cranes from BG Lift bringing 30 years of engineering experience, designed for modern lifting requirements. Models include CWE 525 (14,515 kg capacity, 20 m max hook height) and CWE 315 (9,715 kg capacity, 16.79 m max outreach). The range includes advanced safety systems.
• HMF Truck Cranes Truck-mounted loader cranes from HMF, a Danish manufacturer with over 70 years of experience. Range spans from 3.2 tm to 80.1 tm load moment, including models 340K-RC through 9520OK-RCS. Features include excellent lift-to-weight ratio using durable, lightweight materials, RCS remote operation, EVS stability monitoring, C4 corrosion protection, HDL-d Speed Adaptation, and HMF Connect wireless diagnostics. Offered with FREE 3-Year Warranty.
• UNIC Truck Cranes UNIC truck cranes offering high lifting performance with wide working range and user-friendly operation. Features include hexagonal boom design, radio remote control, anti-overload system, digital load meter, and Power Plus Link Arm System with dual or single link arm configurations. Series include URU805 (8,200 kg max capacity), URU646 (6,450 kg), URW540W/WY (4,050 kg), URW500 (3,030 kg), URW370, URW340, URW290, and URW230 (2,330 kg).
• Maxilift Truck Cranes Light truck cranes from Maxilift, known as light crane specialists with a high-skill, high-tech approach and a strong reputation in New Zealand for reliability and safety. Features include cast steel bases, enclosed power packs, multifunctional proportional control valves, and overload protection devices. Models range from ML110 (200 kg at 4.5 m) to ML50 (200 kg at 2.47 m).
• Tommy Gate Hydraulic Liftgates

Quantifiable outcome

• Nationwide service coverage across all New Zealand regions
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• HMFcoreChannel Partner/ Reseller/ Distributor · 28 October 2020Crane Sales NZ signed agreement with HMF in 2020 to distribute the company's range of truck-mounted cranes in New Zealand. HMF is a leading Danish manufacturer with over 70 years of experience producing hard-wearing loader cranes mounted on trucks.
• BG LiftcoreChannel Partner/ Reseller/ Distributor · 20 March 2020Crane Sales NZ appointed as New Zealand distributor of BG Lift CWE crawler cranes. BG Lift brings 30 years of experience in fundamental engineering and strategic knowledge with compact cranes designed for modern lifting requirements.
• UNICcoreChannel Partner/ Reseller/ DistributorUNIC is Japan’s No.1 mini crawler crane brand. Crane Sales offers UNIC spider cranes and truck cranes. UNIC has over 70 years of engineering expertise and gained worldwide recognition for reliable and robust truck cranes.
• MaxiliftcoreChannel Partner/ Reseller/ DistributorMaxilift is known as light crane specialists with high skilled, high tech approach. The company offers a large range of vehicle mounted cranes with strong reputation in New Zealand for reliability and safety.
• Tommy GatecoreChannel Partner/ Reseller/ DistributorTommy Gate is a leading hydraulic liftgate brand with over 50 years of history. Founded in Iowa in 1965, the brand has grown steadily and is now sold worldwide with a strong reputation for quality products.
• HS MarinecoreChannel Partner/ Reseller/ DistributorHS Marine is a leading manufacturer of ship and offshore cranes with the world's widest range of models. Their Fully Foldable Knuckle & Telescopic Boom cranes are designed and built to last with low maintenance requirements.
• MIMICOflagshipStrategic or Co-development PartnerMIMICO is the sister company of Crane Sales NZ, providing complementary heavy equipment solutions. MIMICO and Crane Sales NZ share resources including the new Matamata facility, engineering teams for turnkey builds, and combined marketing efforts.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Palfinger AG: World market leader in loader cranes and a direct competitor to HMF and UNIC truck cranes. Palfinger distributes through independent dealer networks similar to Crane Sales NZ's model.
• Hiab (Cargotec): Global truck-mounted loader crane manufacturer and a direct competitor brand to HMF in the segments Crane Sales NZ serves. Hiab sells directly and through dealer networks across ANZ, competing head-to-head for truck crane sales.
• Tadano: Japanese manufacturer of truck cranes, all-terrain cranes, and rough-terrain cranes, with crawler crane offerings too. Their product portfolio directly competes with HMF and UNIC brands Crane Sales NZ distributes.

Broad incumbents

• Manitowoc Company: Multinational manufacturer of cranes (Grove, Potain, National NBT brands). A broad incumbent in the broader cranes market whose crawler and mobile crane lines overlap with the lifting equipment categories Crane Sales NZ distributes.
• Komatsu: Japanese multinational heavy equipment manufacturer whose compact and construction equipment lines compete in similar end-customer workflows as crane-based lifting solutions for construction sites.
• Kobelco Construction Machinery: Global manufacturer of crawler cranes (notably CKE series) and excavators. Crane Sales NZ's parts inventory includes Kobelco-related parts, indicating adjacency in the same customer base and repair ecosystem.
• Liebherr: Global manufacturer of mobile, crawler, tower, and maritime cranes. A broad incumbent operating in many of the same equipment categories Crane Sales NZ distributes and services.
• Terex Corporation: Global equipment manufacturer with materials handling, aerial work platform, and crane product lines. A broad incumbent serving similar end customers across NZ for cranes, parts, and service.
• Caterpillar: Global heavy equipment giant offering material handlers, telehandlers, and compact construction equipment that overlaps with construction-grade lifting and materials handling segments Crane Sales NZ serves.

Others

• MIMICO: NZ-based sister company of Crane Sales NZ, sharing the Matamata facility and engineering teams for turnkey heavy equipment builds. Complementary rather than competitive: MIMICO focuses on broader heavy equipment while Crane Sales NZ specializes in cranes and lifting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCNxVPIV3DRZMgl84801TBOQ
• Facebookfacebook.com/CraneSalesNZ
• LinkedInlinkedin.com/company/crane-sales-new-zealand
• Instagraminstagram.com/cranesalesnz

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Crane Sales New Zealand