Global conference in Dubai showcases versatility and international growth strategy
Franna, a global manufacturer of pick and carry cranes, hosted its inaugural Global Conference in Dubai from November 3 to 6, 2025, as part of the brand’s strategy to expand its global footprint. Under the theme ‘The Road Ahead’, the event highlighted Franna cranes as a smarter alternative to conventional mobile cranes and traditional lifting methods. Delegates included current and prospective distributors, major rental companies, and customers from construction, precast, oil and gas, and infrastructure sectors across Latin America, the Middle East, Southeast Asia, and Africa.
Combining strategic discussions with hands-on experiences, the conference demonstrated the return on investment and operational flexibility of Franna pick and carry cranes through real-world success stories, customer testimonials, and video demonstrations. Attendees had the opportunity to see live demonstrations of Franna models FR17 C and AT22-2 at the Jebel Ali Free Zone, featuring key attachments such as the Fly Jib, Man Basket, Drag Winch, Outrigger, Spreader Bar, and Rhino Hook. Demonstrations highlighted boom operation, articulation, and pick and carry lifting without outriggers, demonstrating its infinite working radius and reinforcing why Franna cranes are a smarter choice for diverse lifting applications.
Franna’s international strategy is built on the foundation of its market leadership position in Australia, where the brand commands more than 90% of the pick and carry market and represents roughly 50 percent of the total mobile crane market. This domestic success has made “Franna” synonymous with pick-and-carry cranes and supports the global strapline: “Franna – the world’s most versatile crane.” Unlike traditional slew cranes that require outrigger setup time before lifting and movement, Franna cranes offer true pick-and-carry capability, enabling operators to drive directly to the load and transport it without setup delays. This unique advantage allows smaller-capacity Franna cranes to outperform larger, costlier alternatives, delivering superior productivity and cost savings.
Danny Black, General Manager for Franna said, “Bringing Franna to global markets is about more than just exporting another crane product; it is about sharing a legacy – redefining mobile lifting. In Australia, Franna commands over half of the total mobile crane market because of its versatility, efficiency and performance. Now, we are taking that proven solution to the world. With cranes already operating in over 30 countries, we are showing that Franna isn’t just leading in Australia, it’s the smarter choice for lifting everywhere.”
The brand’s international growth strategy has been further developed in India, the world’s largest pick-and-carry crane market, where Franna established a 3,500m² facility in Hosur to support domestic and export demand. This success now serves as a blueprint for expansion across Southeast Asia, the Middle East, and Africa. Franna is accelerating its global presence by educating new markets and leveraging the global manufacturing and distribution network of Terex to ensure scalable support and consistent service worldwide.
