What Franna does

Franna is an Australian manufacturer of pick-and-carry cranes, founded in 1986 by Dave Francis and Anna Francis and headquartered in Eagle Farm, Australia. The company designs and builds mobile cranes that pick up and immediately transport loads on job sites without the setup time required by traditional crane configurations, serving construction, oil and gas, mining, and infrastructure development customers. Franna's core technology is purpose-built pick-and-carry crane hardware, with product positioning centered on durability and longevity as the primary technical differentiator.

Franna has operated as a wholly-owned brand of Terex Corporation (NYSE: TEX) and is positioned within Terex's Materials Processing (MP) Handling vertical alongside Fuchs material handlers. The brand leverages Terex's global manufacturing capabilities, multi-brand engineering infrastructure (including the Terex India R&D Center), and an extensive worldwide authorized dealer network for sales, service, parts, and financing support.

Franna's business model is a B2B industrial equipment sale through Terex's authorized dealer channel, with quote-based pricing that is not publicly disclosed. The company serves enterprise contractors and operators across four primary vertical segments, with revenue and headcount (101–250 employees) embedded within Terex's broader portfolio rather than reported on a standalone basis.

Name

Franna

Legal name

Terex Corporation

Website

https://terex.com

Company type

Public

Founded year

1933

Operating status

Operating

Headcount range

101–250 employees

Short description

Franna is an Australian manufacturer of pick-and-carry cranes, founded in 1986 and now a wholly-owned brand of Terex Corporation. It serves construction, oil and gas, mining, and infrastructure customers globally through Terex's dealer network.

Ownership category

akta.pro rank

Product category

Industrial Cranes and Material Handling Equipment

NAICS

Overhead Traveling Crane, Hoist, and Monorail System Manufacturing (333923), Agriculture, Construction, and Mining Machinery Manufacturing (3331)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

Cargo Handling & Lifting Equipment (Cranes, Derricks, Hoists) (IMAJAIAB)

akta.pro secondary industry

Rail Terminal Cargo Handling Equipment Operations & Maintenance (Cranes, Reach Stackers, RTGs) (TLAJAFAG)

Keywords

• Pick and carry cranes
• Mobile crane manufacturing
• Material handling equipment
• Construction lifting solutions
• Industrial crane manufacturing

Headquarters

HQ city

Eagle Farm

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Distribution channels1 record

Marketing channels1 record

Core offering

Franna manufactures pick-and-carry cranes that lift and immediately transport loads on job sites without the setup time required by traditional crane configurations. The cranes serve construction, oil and gas, mining, and infrastructure development customers with mobile material-handling capability. Equipment is sold globally through Terex Corporation's authorized dealer network.

Product overview

Franna is a brand under Terex Corporation specializing in pick and carry cranes. The company offers a range of pick and carry cranes designed for multiple industries including construction, oil and gas, mining, and infrastructure development. Franna products are part of Terex's Materials Processing (MP) Handling vertical, alongside Fuchs material handlers, providing material handling and lifting solutions to move material efficiently and cost-effectively.

Differentiator

Problem solved

Functional benefit

Brands

• Genie: Mobile elevating work platforms, aerial lifts, telehandlers, material lifts
• Powerscreen
• Finlay
• EvoQuip
• CBI
• Ecotec
• Fuchs
• Advance
• Bid-Well
• Simplicity
• Cedarapids
• Canica
• Terex Jaques
• Franna
• MAGNA
• MDS
• Terex Washing Systems
• Marco
• ProStack
• Terex Recycling Systems
• ZenRobotics
• Green-Tec
• ProAll
• Heil
• Marathon Equipment
• 3rd Eye
• Soft-Pak
• Curotto-Can
• Bayne Thinline
• Parts Central
• Terex Utilities
• Terex MPS
• E-ONE
• Ferrara Fire Apparatus
• KME Fire Apparatus
• Spartan Emergency Response
• Spartan Fire Chassis
• American Emergency Vehicles
• Horton Emergency Vehicles
• Leader Emergency Vehicles
• Road Rescue Emergency Vehicles
• Wheeled Coach
• Capacity Trucks
• LayMor SweepMaster
• American Coach
• Fleetwood RV
• Holiday Rambler
• Renegade RV
• Terex India R&D Center (TIRC)

Products and services

• Franna Pick & Carry Cranes A range of pick-and-carry cranes designed for mobile material handling and lifting on job sites across construction, oil and gas, mining, and infrastructure development. The cranes lift and immediately transport loads, eliminating the setup time required by traditional crane configurations, and are sold through Terex's global dealer network.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Manitowoc Company: Manitowoc is one of the world's largest mobile crane manufacturers (Grove, Potain, National Crane brands). It is a direct competitor in the mobile lifting category and the most established broad incumbent in Franna's space.
• Tadano: Tadano is a global crane OEM (including Demag and Aichi brands) producing rough-terrain, all-terrain, and truck-mounted cranes that compete with Franna's mobile lifting solutions across construction and infrastructure end markets.
• Liebherr: Liebherr is a major diversified crane manufacturer producing mobile, crawler, and tower cranes for construction, mining, and infrastructure. Its mobile crane portfolio overlaps directly with Franna's customer use cases.
• Terex Corporation (parent): Terex Corporation is Franna's parent and a major specialty equipment manufacturer with $5.4B in net sales (FY2025). While not a direct external competitor, the parent owns competing material handling brands (Fuchs) and the distribution platform Franna depends on.

Emerging players

• Sany: Sany is a Chinese OEM that has rapidly expanded its global crane portfolio (mobile, crawler, all-terrain) and competes aggressively on price in construction and infrastructure markets, including segments where Franna operates.
• Jekko: Jekko is an Italian manufacturer of mini pick-and-carry cranes and spider cranes for industrial and construction applications, directly competing in the compact mobile lifting segment where Franna's pick-and-carry design operates.
• XCMG: XCMG is one of the largest Chinese construction equipment manufacturers with a growing crane portfolio. It is a price-aggressive competitor in mobile and truck-mounted cranes serving similar end markets to Franna.

Direct peers

• Kato Works: Kato Works is a Japanese manufacturer of mobile truck cranes, all-terrain cranes, and rough-terrain cranes. It is a direct peer in the mobile lifting category with a similar product positioning to Franna's pick-and-carry cranes.
• Maeda Seishin (Maeda Cranes): Maeda produces mini-crawlers, pick-and-carry cranes, and spider cranes targeting tight-access construction and industrial sites — a very direct overlap with Franna's specialized pick-and-carry category.
• Fuchs Material Handling (Terex brand): Fuchs is a sister Terex brand producing material handlers for scrap, port, timber, and recycling. It sits within the same MP Handling vertical as Franna and represents the closest direct peer within Terex's own portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/non-world
• Facebookfacebook.com/FrannaCranes1

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries50 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 Franna