Power Towers On The Move
Cranes & Access|July/August 2020
Power Towers On The Move
UK-based Power towers has been an autonomous part of JLG since the company acquired it from Brian and Sandra King and Mark richardson in 2015. Almost exactly five years on, we had a ‘virtual meeting’ with current managing director Jonnie Dawson, 18 months after he moved into the role and six months after the departure of founder Brian King.

It also coincided with the move into the company’s all new 9,500 square metre production facility in Leicester. The move has been complicated by the UK’s national Lockdown which was implemented just a week or two prior to the planned move date.

After some careful rethinks and planning, it was carried out by a small team of managers over a longer period. As if that was not enough, our meeting coincided with a new local lockdown in Leicester, following a flare up of new Covid-19 cases in the area. In spite of this Dawson was in an upbeat mood and clearly enjoying his new role running a complete business, including the manufacturing and operations side of the company. He joined JLG from Merlo in 2006 as sales director for European telehandlers, and has had a couple of jobs since then, all sales related- prior to the move to Power Towers he was senior sales director Europe, Africa and the Middle East. Having met him numerous times over the years, it is clear that he has absolutely found his niche, with a job that he truly loves, even with the challenges of Covid-19.

Increased integration

When JLG acquired Power Towers in 2015, it told us that it was going to take a ‘Hands Off’ approach and would run the company as a standalone operation within JLG Europe. Karel Huijser stated that JLG did not want to spoil the entrepreneurial spirit of the young company, which was barely nine years old, so it would be very much “business as usual”. JLG was true to its word, helping the company as much as possible but leaving it to the founders to run it as before. At the start of 2019 King began a 12 month hand over period as chairman and moves towards integration progressed a little. Nothing major, but the product colour scheme changed from Power Tower’s blue to a new JLG Low Level livery of orange with black highlights. While it is a little closer to the JLG’s classic orange and cream livery, it is clearly different and seems to have gone down relatively well with dealers and major customers alike.

Until then the company painted machines destined for the USA and markets where they are marketed as JLG in orange and cream, while those heading to Power Towers markets were painted blue. Now they are all the same colour – and just choosing the branding decal required.

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July/August 2020