Franna has appointed Peter Koschel as Sales Director as the company looks to strengthen its position in Australia and expand into key international markets.
Peter joins Franna at a key point in its growth plans. He will lead all sales activities in Australia and oversee market entry and distribution development across priority global regions. His role includes setting commercial strategy, guiding the sales team and ensuring Franna’s customer-first approach continues as the business grows.
Under Peter’s leadership, Franna’s expanded sales team will cover Australia, New Zealand, Papua New Guinea, Africa, the Americas, Europe, the UK, the Middle East and Southeast Asia. The structure is designed to better support customers and capture opportunities in both local and export markets as the company moves toward 2026.
Peter brings more than 25 years of senior leadership experience in the crane and lifting industry. He has previously held roles including Chief Operating Officer at MAX Services and senior positions with Mammoet and LCR Group. His career spans Australia, Papua New Guinea and Indonesia, and includes working with OEMs such as Hitachi, Mack Trucks and Tadano.
He has also been actively involved with the Crane Industry Council of Australia, serving as Queensland Chair and holding committee roles in Queensland and South Australia, with a strong focus on training and developing future industry talent.
Franna General Manager Danny Black said, “Pete’s appointment marks an exciting chapter for Franna as we strengthen our domestic presence and expand globally. His depth of experience and industry knowledge will be invaluable as we continue to build on our strong foundation and deliver value to customers worldwide.”
Peter said, “Franna has long been an icon in the Australian crane industry, and I have worked with the product for many years. I am excited to take on this opportunity to play a key role in its future. One of the main drivers for me was the chance to lead international development and expansion of the Franna product and work with customers on a global stage. My immediate priority is strengthening relationships with customers, dealers, and the Terex team, taking ownership of the brand, and building on the strong foundation provided by those before me.”
Franna is the market leader in Australia, holding more than 50 per cent of the total mobile crane market. The company is now focused on taking its pick-and-carry crane expertise to international markets. Peter’s appointment marks the next phase in Franna’s growth strategy, with a continued focus on innovation and customer service.