JLG Rebrands Gradall Rear Pivot Steer Telehandlers

JLG cut its teeth on personnel lift machines. In 1970, John L. Grove brought his company’s first product to market — the JLG aerial work platform. Four years later, the brand released a line of scissor lifts. But it wasn’t until 1999, when JLG bought the Gradall Co., that they would enter into the telehandler market.

But by the end of 2008, JLG, an Oshkosh Corp. company, announced that Gradall branded telehandlers will become part of an expanded JLG branded telehandler family to ensure a unified message of quality under one trademark.

“We’re maintaining all the finest qualities of the Gradall name and product, including the famous blue color, but will begin branding these models under the JLG name. The same number of models will be available and the equipment will continue to be built, serviced and sold with the high level of quality inherent in all JLG products,” explained Kirsten Skyba, vice president of Global Marketing for JLG Industries.

This rebranding initiative marks the completion of a plan that began in 2006, when JLG sold the Gradall excavator line. JLG will continue to provide Ground Support, JLG’s industry leading aftermarket service, parts, training and technical support services for existing Gradall branded telehandlers. Aftermarket support for Gradall branded telehandlers, as well as new JLG branded, rear-pivot steer machines will continue with the same service network as before, as well as many additional JLG dealers throughout the country.

“The Gradall name has been an icon in the telehandler industry for decades, with a reputation built on reliability and performance,” said Skyba.