Custom Equipment Rebrands to AXCS Equipment, Offers Loads of New Equipment

By Keith Gribbins February 6, 2025 View Profile

Custom Equipment LLC, long known for its Hy-Brid Lifts brand, has officially rebranded as AXCS Equipment. This change isn’t just cosmetic — it reflects a massive expansion in the company’s product lineup and global footprint. With the 2024 merger with ASKO Holding, a Turkish-based industrial powerhouse, AXCS now offers a broader range of aerial work solutions beyond its signature low-level scissor lifts. From the press release:

“With our expanded product offering, we are now able to provide everything our customers need for aerial work,” said AXCS CEO Eric Liner. “AXCS really seemed like the natural brand name to encompass not only what we do but how we serve the market. In addition to a full range of products, customers have access to a team of experts that will help them get the right product for the right job and support in both application and service. We take great pride in this customer-centric approach.”

Expanding Beyond Scissor Lifts

The merger with ASKO Holding infused AXCS with new resources, enabling it to introduce telehandlers, boom lifts and vertical mast lifts to the North American market. While the company has always specialized in compact, low-level aerial lifts, the new product lineup now includes higher-reach solutions tailored for contractors, rental houses and maintenance professionals. This expansion aligns with AXCS’ mission to provide versatile, high-quality access equipment that prioritizes safety, durability and efficiency.

New Machines: Bigger Heights, Greater Reach

AXCS is rolling out new high-reaching aerial lifts and telehandlers, offering contractors and rental companies more options than ever. Among the latest additions:

Scissor Lifts — Now available in larger models with greater platform heights.
Telehandlers — Heavy-duty lifting with increased reach for demanding jobsites.
Boom Lifts — Articulating for better jobsite maneuverability.
Vertical Mast Lifts — Compact but powerful, perfect for tight spaces.
Hybrid and Electric Options — Energy-efficient models for indoor and outdoor applications.

These machines cater to industries such as construction, drywall, electrical, HVAC, painting and facility maintenance — where reliable aerial access is essential.

Customer Support: No Automated Systems, Just Real Experts

With the rebrand, AXCS is doubling down on customer support. Unlike many manufacturers that rely on automated call centers, AXCS promises direct human assistance for parts, service and technical support. This hands-on approach is especially crucial for rental companies and contractors who need fast, reliable solutions to keep their fleets operational. From the press release:

“In today’s world where automated voice message systems and AI chats are commonplace, we’re confident our customers will find getting in contact with a real, knowledgeable person refreshing and valuable,” Liner said. “We’re focused on giving customers an experience that is second to none in the lift industry.”

The ASKO Connection: A Global Boost for AXCS

ASKO Holding’s acquisition of a majority stake in Hy-Brid Lifts set the stage for this transformation. ASKO, a global player in construction, agriculture, energy and technology, has deep expertise in aerial work platforms through its subsidiaries:

ELS Lift — Specializing in scissor lifts, vertical mast lifts and boom lifts.
MST Construction Machinery — A telehandler and earthmoving equipment manufacturer.

The partnership brings R&D advancements, manufacturing power and financial resources. This allows AXCS to scale up its offerings in North America and beyond.

AXCS at The ARA Show and Beyond

The new AXCS brand made a splash at The ARA Show in Las Vegas last week, showcasing its expanded product lineup. Over the coming months, expect a steady stream of new product introductions, giving rental houses and contractors access to a broader range of lifting solutions. With a stronger lineup, a commitment to real customer service, and a global manufacturing backbone, AXCS Equipment is poised to be a dominant force in the access equipment industry. For more information, visit www.axcs.com.

Keith Gribbins is publisher for Compact Equipment.

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