How Regionalization is Powering JLG’s Growth in Europe

At JLG, the transition from a multinational to a truly global company is more than a vision; it’s a strategic imperative. According to JLG^® President Mahesh Narang, the key to unlocking growth in international markets is regionalization: Tailoring product development, manufacturing and service delivery to meet the unique needs of customers in specific geographies.

“We’re shifting from a model where we develop a product for one region and try to adapt it elsewhere,” says Narang. “Instead, we’re now building global platforms with regional customizations — what we call a ‘local for local’ strategy.”

This approach allows JLG to respond more quickly to customer needs, reduce lead times and offer cost-effective solutions that comply with regional regulations and preferences. Europe, with its complex web of micro-markets and strong demand for compact, electrified access equipment, has become a focal point for this transformation.

Executing the Strategy: A Production Shift to Italy

One of the most tangible outcomes of this regionalization strategy is the relocation of boom lift production to Hinowa’s facility in Italy, which is now part of JLG. What started as an ambitious plan to align European operations with local demand quickly turned into a success story, gaining praise from company stakeholder who were “impressed by the team’s creativity, audacity and world-wide, cross-functional collaboration to tackle what many thought was impossible to deliver, within one year, a full industrial transition.”

This initiative involved a complete overhaul of Hinowa’s facility, which was completed in just six months. With support from team members in the U.S., Tianjin, China, and across EMEA (Europe, Middle East, and Africa), the team executed a fast-tracked plan to redesign assembly lines, expand operational space and enhance logistics efficiency. Key outcomes included the realignment and addition of assembly lines, the acquisition of a new external area for testing and finished machine storage and the creation of a new shipping zone.

Beyond physical upgrades, Hinowa also implemented a new digital infrastructure to integrate seamlessly with the enterprise’s global network. The outcome was a streamlined, connected production site capable of supporting JLG’s long-term regional growth goals.

This project was about more than just moving production. The goal was to build a sustainable ecosystem in Europe that can serve customers faster and better.

The First Success: The New EC450AJ Compact Boom Lift

The first signs of this transformation are already evident in JLG’s launch of the EC450AJ Compact at bauma 2025. It’s an electric boom lift that is the result of a collaboration between Hinowa and JLG EMEA engineers, designed specifically for European markets and manufactured in Italy, It is a perfect example of a global platform tailored with local intelligence.

The EC450AJ Compact boom lift is a zero-emission, lithium-ion battery-powered machine developed specifically to address the growing demand in Europe for compact equipment that meets both urban space constraints and strict sustainability goals. With a 2-meter-wide, true zero tail swing design, it offers exceptional maneuverability for confined jobsites. The EC450AJ Compact reflects JLG’s commitment to regional customization: “This model demonstrates how we’re constantly assessing and developing new products to match the needs of an evolving market,” says Narang.

By aligning manufacturing with market needs and leveraging local innovation, JLG is not only deepening its European footprint but also setting a new benchmark for global responsiveness in the access equipment industry.

What’s Next?

As JLG continues to grow its regional ecosystems, success in Europe offers a blueprint for other markets. More regionally produced and customized machines are expected to follow, as JLG builds on its momentum to meet rising demand around the globe.

To learn more about JLG’s evolving strategy and product innovations, stay connected on #DirectAccess.