- The president and CEO of Manitowoc explains why customer support is not an add-on, but the strategic engine that keeps the Company moving forward.
“Selling a crane is just the beginning,” says Aaron Ravenscroft. “The real measure comes from how well you support it for the next 20 or 30 years. That’s where trust is built.”
Manitowoc’s CRANES+50 strategy, launched five years ago, is focused on growing the Company’s customer support operations, covering parts, service, refurbishment, training, telematics, and more. The strategy reflects Manitowoc’s transformation from a product-focused Company into a customer-centric business offering a full suite of lifting services covering the entire aftermarket segment. It has been a continuing success, and in 2025, non-new crane sales revenues (which include customer support) totalled $690 million, continuing the recent trend of double‑digit growth here.
But for Aaron Ravenscroft, this is not so much a financial milestone as evidence of customer demand for closer and stronger aftermarket service.
“The momentum in our CRANES+50 strategy and customer support operations shows how essential it has become to customers around the world. We’re building a service ecosystem that will support customers for decades. And our strategic growth has allowed us to reinvest heavily in people, facilities, and technology — all of which directly benefit crane owners,” he says.
Expanding global support network
One of the clearest indicators of Manitowoc’s commitment to customer support is the scale of its investment in service infrastructure. Since 2020, the Company has added 17 new service locations in the U.S., plus new or upgraded facilities in Peru, the UK, France, Australia, and more.
In the U.S., new facilities have been added to serve North Carolina, South Carolina, and Georgia, while existing locations in Phoenix, Ariz.; Baton Rouge, La.; and Nashville, Tenn., have been upgraded. Looking to 2026, the Company plans to add new locations in Chile, Mexico, France, and Portugal.
“Being physically closer to customers is one of the most effective ways to improve uptime and support. Every new location we open strengthens our ability to respond quickly and keep cranes working. We continue to identify regions where customers can benefit from faster access to parts, technicians, and training, and we invest accordingly,” says Ravenscroft.
Source: The Manitowoc Company.
