It starts with a challenge – a truck that needs a crane, a job site with tight access, a lift that’s too heavy for ordinary gear. Somewhere across Australia, someone needs a smarter way to lift, load or carry.
Maxilift Australia, a crane and liftgate specialist offers simple solutions to these complex problems.
From 200 tonne/metre knuckle boom cranes to compact crawler cranes, Maxilift Australia has built its business around practical solutions to real-world lifting problems. What began in 2009 with a narrow focus on Maxilift and Tommygate products has grown into a national operation offering one of the broadest crane and liftgate portfolios in the country.
“We never aimed to be everything to everyone,” said Damien Garvey, National Sales Manager.
“We just kept responding to what the industry needed – more choice, better support, and the kind of engineering that doesn’t cut corners.”
Maxilift’s headquarters is in Adelaide, but its operations extend well beyond South Australia. Over the years, the company has expanded its presence through a structured network of regional dealers, trained service agents, and in-house specialists. Its portfolio now includes established global brands like UNIC, Effer, Stellar, Hiab and Moffett, making it one of the few providers capable of covering the full spectrum of lifting needs – from utility service vehicles to heavy-duty industrial applications.
That reach was recently extended with a new branch in Penrith, New South Wales – “a move that was both necessary and overdue,” according to Maxilift’s General Manager, Kymberly Davis.
“New South Wales is the biggest market for vehicle loading cranes. We had the sales team, we had the engineers, but we were hitting capacity. The Penrith facility gives us room to grow and properly support our customers,” said Kymberly.
Taking service into the field
Beyond the new facility, Maxilift has also been building out its mobile service offering – particularly across metro Sydney. The rationale is straightforward: many customers don’t have the means or the downtime to get their vehicles into a workshop.
“You’ve got builders, tradies, service fleets – they rely on these cranes every day,” said Damien. “If something goes wrong, they can’t afford to wait. That’s why we’re investing in mobile technicians who can go straight to the job sites.”
It’s part of a wider push toward responsiveness – a recognition that for many customers, aftersales support is as important as the product itself.
Reuniting with HIAB and MOFFETT
The company’s portfolio took another significant step forward with the inclusion of HIAB cranes and MOFFETT truck-mounted forklifts. HIAB, which acquired Effer in 2019, is a well-known name in lifting circles – particularly for its knuckleboom range of cranes.
“For us, it felt a bit like coming home,” Damien said. “Our founder, Bob Davis, led Hiab Australia back in the day. So, we already have a deep understanding of the products.”
Combined with Effer’s strength in the heavy and super heavy segment, the addition of HIAB gives Maxilift broader coverage across both light and mid-capacity lifting. Meanwhile, MOFFETT’s truck-mounted forklifts complement the Hiab range by bringing flexibility to logistics and distribution applications, especially in off-road or confined areas where traditional forklifts can’t operate.
Engineering before sales
Maxilift has always approached sales from a technical foundation. The company’s engineering team – now five strong – handles complex installations, axle load calculations, and stability testing.
Every job goes through a customisation process that considers the lifting application, truck configuration, operating environment and compliance needs.
“It’s not just about picking a crane from a brochure,” Damien said. “We get drawings done, simulate the load, test the layout – everything is tailored. And once the installation is complete, we sign it off only after proper verification.”
This attention to technical detail also supports a broader network of trained dealers and technicians. Maxilift runs six advanced training programs each year, free for all authorised partners, as part of its strategy to ensure support quality stays consistent across the country.
Sustainability and low-emission shifts
As environmental regulations tighten and customers look for cleaner equipment, Maxilift has begun incorporating low- and zero-emission options into its offering. Among the most notable is the Hiab WSPR – an electric-powered crane system designed for noise-sensitive and emissions-restricted zones.
“The WSPR runs silently and doesn’t produce exhaust,” said Damien. “That makes it ideal for inner-city work or overnight jobs where traditional diesel-powered units aren’t suitable.”
The company has also introduced a range of battery-powered Moffetts, and battery-electric crawler cranes under the UNIC brand – useful for indoor lifts and low-access sites with strict emissions controls.
While the company’s product catalogue has grown, its focus has remained consistent: finding the right lifting solution for the job at hand. That often means getting involved early, working alongside customers to define scope and constraints.
“It’s easy to sell a crane,” Damien said. “It’s harder to sell the right one – the one that fits the truck, complies with weight regulations, reaches the target height and distance, and works first time. That’s what we build our reputation on.”
With a growing national presence, expanding service capability, and deeper ties to major original equipment manufacturers, Maxilift is positioning itself for long-term relevance in a sector where reliability, compliance, and support increasingly define value.