Franna’s Dubai Global Conference Highlights Versatility and Expansion Plans
Franna®, a global pick-and-carry crane manufacturer, held its first Global Conference in Dubai from 3–6 November 2025, reinforcing its international growth strategy while showcasing the operational advantages of its cranes over conventional lifting equipment. Delegates from Latin America, the Middle East, Southeast Asia and Africa — including rental firms, prospective distributors and major customers — attended the event under the theme ‘The Road Ahead’.
The conference featured in-depth commercial sessions, customer-case presentations and live technical demonstrations. At the Jebel Ali Free Zone, attendees witnessed the FR17 C and AT22-2 models in action, equipped with attachments such as the Fly Jib, Man Basket, Drag Winch, Outrigger, Spreader Bar and Rhino Hook. Demonstrations showed articulation, boom manoeuvrability and true pick-and-carry capability without outriggers, underscoring why Franna’s working radius is considered more flexible than traditional cranes.
Franna holds more than 90 per cent of Australia’s pick-and-carry crane market and nearly half of its total mobile crane market. This dominant position has made the Franna brand synonymous with pick-and-carry solutions and serves as the foundation for its global strategy.
General Manager Danny Black said the company intends to take its proven model to global markets, supported by Terex’s worldwide distribution and manufacturing network. With cranes operating in over 30 countries, Franna is working to educate new markets about the efficiency and cost benefits of pick-and-carry lifting.
India — the world’s largest pick-and-carry crane market — plays a critical role in the expansion journey. Franna’s 3,500 m² Hosur facility supports local customers and exports, serving as a blueprint for further penetration into Southeast Asia, the Middle East and Africa.
Jaideep Shekhar, VP & Managing Director, Asia & EMEA at Terex, said the Dubai conference reflects the company’s focus on deepening global engagement, while Terex MP President Kieran Hegarty highlighted that innovations in safety and mobility continue to elevate the capabilities of modern lifting solutions.
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