Franna®, a global manufacturer of pick-and-carry cranes, has appointed Peter Koschel as Sales Director. This strategic move reinforces Franna’s commitment to strengthening its position in Australia while accelerating expansion into key international markets.
Pete joins Franna at a pivotal time as the business pursues global growth. He will oversee all sales activities in Australia while leading market entry initiatives and distribution development across priority global regions, ensuring Franna continues to build on its strong foundation and deliver value to customers worldwide. His remit includes shaping commercial strategies, guiding the sales team, and aligning execution with broader business objectives, all while maintaining the customer-first approach that defines the Franna brand.
The expanded sales team under Pete’s leadership reflects Franna’s commitment to growth heading into 2026, with coverage across Australia, New Zealand, Papua New Guinea, Africa, Americas, Europe, UK, Middle East and Southeast Asia. This structure positions Franna to serve customers more effectively and capitalise on emerging opportunities in both domestic and export markets.
Pete brings more than 25 years of senior leadership experience in the crane and lifting industry, combining commercial acumen with operational expertise. His career includes roles such as Chief Operating Officer at MAX Services and leadership positions with Mammoet and LCR Group. He has worked extensively across Australia, Papua New Guinea, and Indonesia, and partnered with OEMs including Hitachi, Mack Trucks, and Tadano. Through these roles, Pete has led business development, sales, and commercial engagements across diverse markets, demonstrating his ability to navigate complex international landscapes.
Beyond his professional achievements, Pete has been an active contributor to the Crane Industry Council of Australia (CICA), serving as Chair for Queensland and holding committee roles in both Queensland and South Australia, with a strong focus on training and developing the next generation in our industry.
Danny Black, General Manager at Franna, said, “Pete’s appointment marks an exciting chapter for Franna as we strengthen our domestic presence and expand globally. His depth of experience and industry knowledge will be invaluable as we continue to build on our strong foundation and deliver value to customers worldwide.”
Pete Koschel, Sales Director added, “Franna has long been an icon in the Australian crane industry, and I have worked with the product for many years. I am excited to take on this opportunity to play a key role in its future. One of the main drivers for me was the chance to lead international development and expansion of the Franna product and work with customers on a global stage. My immediate priority is strengthening relationships with customers, dealers, and the Terex team, taking ownership of the brand, and building on the strong foundation provided by those before me.”
Franna is the market leader with over 50% of the total mobile crane market in Australia based on its superior versatility and efficiency it brings to a wide range of lifting applications. The brand is focused on bringing this advantage internationally. The appointment of Pete is the next phase in Franna’s commitment to delivering innovative pick and carry solutions and exceptional customer service as the brand continues its growth journey.
