News Release

Aug. 1, 2006

Gruas ABSA expansion into boom trucks proves profitable

The crew from Gruas ABSA with their National Crane fleet.

High Resolution Photograph (176K)

By expanding into boom-trucks, Gruas ABSA has been able to grow its company significantly.

Gruas ABSA was founded in 1991 as a tow and rescue company in the Torreon and Gomez Palacio regions of northern Mexico. Under the charge of founder Absalon Sanchez and his brother Pablo the company gradually developed and in 1997 added boom-trucks to its equipment fleet. It was keen to differentiate itself from more traditional boom-truck rental companies. Absalom Sanchez explains why.

“The best way to differentiate ourselves was to offer high quality equipment,” he says. “We needed a high quality brand with the latest technology to give the market something it didn’t have. We analyzed all the major boom-truck manufacturers, but in terms of product quality, re-sale value and product support no one could come close to National Crane.”

The company vowed to match the rental rates of its competitors, even though it was offering superior equipment. It was a strategy that paid dividends right away, as Absalon Sanchez explains.

“We found customers were looking for more of a premium lifting service,” he says. “Naturally there were no complaints when they found they were getting our quality National cranes with the quality Gruas ABSA service, all for the same price they would pay for older equipment. The company was working nonstop but even we were surprised to discover we had completely paid for our first crane within five months. Naturally we bought our second shortly after.”

In the following years, Gruas ABSA’s growing fleet of National boom-trucks was kept busy almost 24/7. Sanchez grew his workforce and support network and formed a strong relationship with Manitowoc Crane CARE. Gruas ABSA is now a preferred supplier to a number of the biggest names in Mexican industry, names such as: Corona Brewery, LaLa (Mexico’s largest dairy company), Bachoco (Mexico’s largest poultry company), as well as major multinationals such as Caterpillar and Phillips.

As the company’s fleet has grown it has taken on larger cranes to handle larger tasks. It owns a number ofSeries 800D models from National with a maximum lifting capacity of 20 t (23 USt) and has just taken delivery of its first Grove truck crane, a 36 t (40 USt) TMS500E.

Strong ties
Absalon Sanchez says his relationship with Manitowoc Crane Group has been at the very heart of his company’s success.

“It was vital for us to have the support of National Crane and Grove, to keep our fleet operating at an optimum level,” he says.

Today Gruas ABSA’s fleet comprises 14 National boom trucks and seven truck cranes. There are currently 47 employees at the company.

About The Manitowoc Company
The Manitowoc Company, Inc. is one of the world's largest providers of lifting equipment for the global construction industry, including lattice-boom cranes, tower cranes, mobile telescopic cranes, and boom trucks. As a leading manufacturer of ice-cube machines, ice/beverage dispensers, and commercial refrigeration equipment, the company offers the broadest line of cold-focused equipment for the foodservice industry. In addition, the company is a leading provider of shipbuilding, ship repair, and conversion services for government, military, and commercial customers throughout the U.S. maritime industry.

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