C&L, Cranes & Lifting, Industry News, New Zealand, News

New name, same game

Auckland Cranes & Waikato Cranes have become unified under the Universal Cranes banner.

Priding itself on its ability to deliver any lift, anywhere, any time, Waikato and Auckland Cranes recently transformed into Universal Cranes embracing a new identity for growth and innovation.

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In a monumental move that marks a significant milestone in its history, Waikato Cranes & Auckland Cranes have announced their transformation into Universal Cranes, effective from December 1, 2023. This rebranding initiative reflects the company’s commitment to growth and innovation in crane and lifting services.

December 1 will not only be a date on the calendar but a symbolic shift into a new era for the company. The decision to rebrand to Universal Cranes stems from a strategic vision to broaden the company’s scope and better serve its clients throughout New Zealand. With over 40 years of operations between them, Auckland and Waikato Cranes is part of the Smithbridge Group. Together with its sister company, Universal Cranes in Australia, the company has access to the Group’s combined expertise, resources and fleet capacity.

The choice of the name “Universal Cranes” signifies the company’s dedication to providing comprehensive lifting solutions across a diverse range of projects. From major infrastructure projects through to pick and carry works, Universal Cranes aims to be the universal answer to a myriad of lifting challenges.

While the name is changing, the core values that have defined Waikato and Auckland Cranes will persist under the Universal Cranes banner, according to Smithbridge Group. Clients can expect the same unwavering commitment to delivering any lift, anywhere, any time that has been the hallmark of the company. This is supported by Universal Cranes’ unique offering as the only ISO9001 and ISO45001 certified crane hire company in New Zealand. 

With this rebranding, Universal Cranes will unveil a refreshed visual identity, including a new logo that encapsulates the essence of the company’s evolution. Additionally, clients can look forward to the introduction of new services and innovative solutions designed to meet the diverse needs of the industry, with Group Manager – Strategy and Growth Dashelle Bailey expressing her excitement about the rebranding, stating that it represented a “pivotal moment” in the company’s history.“It reflects our dedication to the New Zealand industry,” she said, “positioning the company to provide services across a more diverse geography and deeper fleet capacity and capability.”

As Waikato and Auckland Cranes transition into Universal Cranes, the company invites clients, partners and industry stakeholders to stay connected through its website and social media platforms. Regular updates, insights and announcements about the transformation and new offerings will be shared, fostering a continued sense of community.

For any further information about Universal Cranes, please contact: enquiries@universalcranes.co.nz or universalcranes.co.nz 


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