Potain tower cranes are a major part of Australia’s construction story – more than 400 are working across the country today. From high-rises in city centres to sprawling data centres and large commercial projects, they are a familiar sight on skylines. But owning a tower crane has never been just about the machinery.
For buyers, the challenge has often been about navigating the financial hurdles that come with such a major investment.
That’s where Manitowoc and DLL-backed Manitowoc Finance step in. Together, they’ve created a long-standing partnership that takes much of the friction out of the buying process. For contractors and crane hire companies, it means access to Potain cranes is no longer tied to the rigid terms of traditional banks but instead supported by a finance partner that understands the crane business inside out.
A market on the rise
Demand for Potain tower cranes is stronger than it has been in years. Billy Rumble, Manitowoc Australia’s National Sales Manager, sees it first-hand. “It’s probably the best it’s been in years,” he said. “The market’s calling for a lot of luffers, and we’ve got the technology and range that makes them easier to sell.”
Data centres and high-rise apartments are at the centre of this demand. Contractors are also grappling with stricter rules around “overflight” – when a crane’s jib swings over neighbouring properties. Potain’s latest luffing cranes, such as the 25 tonne, MCR 305A, address this by reducing the out-of-service radius to just over nine metres.
“That’s been a huge selling point,” Billy said. “It means less legal wrangling, fewer neighbour issues, and the ability to set up cranes closer together on tight sites.”
A collaboration that is built to last
The rise in demand might explain the interest in Potain cranes, but the ease of actually owning one comes down to the strength of the Manitowoc-DLL relationship. The two companies have worked side by side since 2002 – more than two decades of shared experience that spans the ups and downs of the crane industry.
John Stewart, General Manager, Manitowoc Australia, said that history matters. “We’re not just here to sell cranes when the market’s hot,” he explained. “We’ve invested in Australia for the long run – with parts, service, finance, and people on the ground. That kind of consistency gives customers confidence that we’ll be here to support them long after the deal is done.”
For customers, the close partnership means fewer headaches. Manitowoc’s sales team and DLL’s finance specialists work hand in hand, making the process smoother from the moment a crane is ordered. If there are cash flow concerns, timing issues, or deposit requirements, both sides know exactly how to align the product and the finance so the contractor isn’t left juggling problems alone.
Billy sees this as a major contributor for Potain’s sales success.
“A lot of clients come to me saying they want a crane but can’t get the finance,” he said. “I put them in touch with Manitowoc Finance, and together we make it happen. That kind of teamwork takes the stress out of the process for the buyer.”
Behind this strong partnership is a product line that has evolved significantly. John described it as a “renaissance” in the Potain range over the past five years.
“Instead of reworking European cranes for Asia-Pacific, we started building models directly out of our Chinese factory to meet our local demand,” John said. “The result has been bigger, more efficient luffing cranes that are exactly what this market wants.”
Sustainability is another factor driving interest. Potain cranes are fully electric, and with the new Potain Power battery systems, they can run without diesel generators on site.
“As cities push for quieter and cleaner construction, having an all-electric crane that’s factory-tested and supported is a real advantage,” Billy said.
Finance that fits the crane
Even with market demand and strong products, purchasing a tower crane is no small decision. That’s why the role of DLL-backed Manitowoc Finance is so crucial.
“Banks don’t always get how tower cranes work,” said Kirk Purchase, Account Manager, DLL/Manitowoc Finance. “They see the upfront cost, but not the fact that the crane isn’t earning on day one. There’s time needed for shipping, erection, and commissioning before it goes to work. We structure finance that takes that into account.”
Tower cranes are also different from mobile cranes when it comes to risk. You can’t simply hand back the keys if payments fall behind. Disassembly, transport, and resale all make them more complex assets. DLL recognises these realities, and because of its long relationship with Manitowoc, its credit approval process is built around crane-specific knowledge.
“We know what these cranes can earn,” Kirk said. “We don’t just look at a company’s past cash flow – we look at the real numbers on what a crane like this can do. And we’ll finance the whole package – the crane, the batteries, the transport, even the foreign exchange where applicable. We have the history, the network and the knowledge of Potain’s resale, and I can’t tell you how important that is to the overall finance process.”
He added another critical detail. “A lot of customers have to pay big deposits before the crane even leaves the factory. That’s where we can step in with flexible and structured finance solutions and help manage that outlay. It means contractors don’t have to put themselves under pressure months before the crane is earning on site,” Kirk said.
For contractors and crane hire companies, the result of this combined approach is simple – they can focus on building projects, not fighting paperwork. The cranes are built tough, the finance is flexible, and the local support is in place.
John said, “We’ve got the right product, the right support, and the right financial partner. That means customers can get on projects quickly, work safely, and actually make money.”
For an industry where time is money and trust is everything, the Manitowoc–DLL partnership offers something rare: a straightforward path from planning to owning, backed by two names that have proven themselves over decades. For contractors and crane hire companies shaping Australia’s skylines, that’s a partnership that towers above the rest.
Ready to take your business to new heights with Manitowoc Finance? Contact Kirk Purchase, Senior Account Manager at DLL, on +61 414 895 065.