JLG Industries, Inc.
World-leading access equipment manufacturer
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McConnellsburg, PA
When JLG introduced its aerial work platforms to Brazil in 1999, it wasn’t merely selling equipment but pioneering a new way to work safely and efficiently at heights. It started a silent revolution to elevate access on Brazil's construction sites and industrial facilities.
Building a Brazilian presence
More than a manufacturing company, JLG is a partner in its customers’ success. When JLG entered the Brazilian market 25 years ago, it brought machines and a whole new approach to working at heights.
Adriano Peres Leandro, who joined JLG in 2011 and is now the Senior Manager of Sales and Marketing for South America, reflects on the early days: “At the time, the biggest challenges faced by the industry were the level of awareness and knowledge about aerial equipment. When I started, Brazil’s installed fleet of platforms was practically one-third of the current fleet, and the customer base was even smaller.
The use of platforms was very concentrated in large centers or among large end users, and there was much work to be done to spread the use of the equipment.”
This initial challenge set the stage for JLG’s mission in Brazil — not just to sell equipment but to educate the market and demonstrate the value of aerial work platforms in enhancing safety and productivity on job sites across the country.
A culture of customer focus
JLG’s journey in Brazil hasn’t always been smooth sailing. As with any new market entry, there were challenges to overcome. “Initially, there was much difficulty in selling the value proposition of our product because nobody knew it,” Leandro admits. However, JLG’s commitment to quality and customer service soon began to pay dividends.
“Our equipment became highly desired by customers, especially those who already owned a JLG machine and could attest to its efficiency, productivity, quality, comfort, and economy,” Leandro states. This word-of-mouth endorsement from satisfied customers was crucial in establishing JLG’s reputation in the Brazilian market.
Today, JLG’s presence in Brazil is substantial. The company operates with 35 employees distributed between Indaiatuba/SP and Cariacica/ES. These teams work tirelessly to deliver top-of-the-line equipment and comprehensive support, ensuring the equipment performs at its best through technical support, spare parts, or training.
The strategic location of these facilities allows JLG to respond quickly to customer needs across Brazil’s vast territory. This proximity to customers has been a key factor in JLG’s success, enabling the company to provide rapid support and maintain close relationships with its client base.
A partner for the long haul
One of JLG’s key differentiators in the Brazilian market has been its commitment to long-term partnerships with its customers. As Leandro explains, “We believe in what we sell and how we sell it because we know we are the best option when evaluating the total cost of ownership.”
This long-term vision extends to JLG’s presence in the country. “There is also a trust factor with the brand, where customers know we have been in Brazil for 25 years and will be here for many more years, providing support and guidance, whether we are talking about a machine under warranty or equipment that is over two decades years old,” Leandro states.
This commitment to being a long-term partner rather than just an equipment supplier has been crucial in building customer trust and establishing JLG as a leader in the Brazilian market. This approach goes beyond selling machines; it’s about providing ongoing support, guidance and partnership throughout the equipment’s lifecycle.
Looking to the future
JLG is far from settling. Instead, it’s doubling down on efforts to engage with customers and introduce innovative solutions to the market. As JLG looks to the future in Brazil, it sees a market with untapped opportunities. Leandro notes, “The potential of the Brazilian market is undeniable. We are still behind markets like the United States and Europe but catching up to markets like Chile and Mexico.”
This comparison provides context for Brazil’s growth potential and underscores JLG’s commitment to developing the market. “The more we can professionalize our companies, the faster we will close the gap with these mentioned markets, and more business opportunities will arise,” Leandro finishes.
The Brazilian market offers significant growth potential. By educating the market, introducing innovative solutions, and providing comprehensive support, JLG is shaping the future.
For more information about JLG’s pioneering legacy, visit JLG.com/History.
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