Three become one: Tadano has appointed Adriano Battazza as Vice President & General Manager of Sales in South America. In addition, the company has transformed its previous regional sales structure with three separate regions – Mexico, South America and Brazil – into a single organization covering the entire region.
The company states, “The realignment of the sales and service structure within the region will provide customers with a more focused product strategy and help increase the availability of spare parts and service teams.” Masatoshi Hirano will continue to lead Parts, Service & Finance in Brazil.
Adrian Battazza
Battazza joined Tadano in late 2022 having previously held a similar position at Minelab Metal Detectors. However, he has spent most of his career in the aerial work platform industry Genie, Skyjack and Haulotte. In early 1991 he started at the Brazilian pallet manufacturer Novomad as Managing Director before moving to Genie in 1998, initially as Business Development Manager for Genie Brazil. After two and a half years in this role, he was appointed Regional Sales Manager for South America excluding Brazil and Mexico. In 2003, he was promoted to regional sales director, overseeing operations from the Miami regional office.
In 2011 he joined Skyjack as Regional Sales Director and General Manager of Skyjack Brazil and five years later he took on a similar role at Haulotte Brazil. In 2020 he tried his hand at the rental business, covering the southern region of Brazil with trading and rental company Brasif Máquinas before joining Minelab.
Dean Barley, President of Tadano America, says, “Tadano’s goal is to become the global leader in the lifting equipment industry, and the successful harmonization of our Latin American reporting structure is another important step in achieving that goal. Known throughout the region, Adriano has a long career of undeniable sales and distribution success. He’s the right person for the job,” Barley says with conviction.
Battazza adds, “The strategy of realigning the markets in Mexico, Brazil and Latin America to report together as a single sales entity will significantly help Tadano expand our lifting solutions to customers across Latin America. I am honored to lead this dedicated and experienced sales team and I look forward to engaging with customers.”
