The Earth King

Despite the TLB84's impressive tech specs and performance ratings, Rotherford realises dealers will be crucial to grab market share.

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A brief conversation at last year’s Big 5 PMV almost scuppered months of planning when it was revealed that it would be launching a brand new Backhoe for the region and it was leaked out onto the internet.

A few hurried calls later and the story was gone with the cat safely put into its bag.

The first order of the day when PMV arrives is an apology for almost spilling the beans. However Terex is more concerned that all the information on the new machine is given out and in hand. This is a day for new starts not old problems.

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The centrepiece of the day is the brand new TLB840. Terex’ new and updated backhoe. The biggest major upgrade to the machine in a decade.

Given Terex hitherto low profile in the earthmoving and sector in the region (it is unquestionably a major force in the crane segment here), it is sometimes easy to forget that the Westport, (CT)-based US manufacturer is arguably the originator of the eponymous style machine.

A point that makes the meaning of the name, Terex, more poignant.

“Terex. What does that mean?” says John Rotherford, sales and marketing director for developing markets. “It’s Ter as in terrain, Earth and Rex meaning King in Latin, hence our name is Earth King.”

The TLB840, is only the ninth generation in a series of machines that now dates back 50 years, says John Rotherford. Rotherford, who once worked as dealer, went over to the other side in more ways than one when he joined Terex.

Although he feels it gives him an insight into the mentality of Terex’ network of dealers. He has now been with the company for 15 years when we meet.

It’s a substantial amount of time and a period that has seen many peaks and troughs in the market. To emphasise the point he moves his hand to signify the ups and downs, it could double as a machine digging at the soil.

“We made the decision a long time to diversify our business and we’ve really seen the benefit of it in the past two years,” he says.

“While some of the sectors we manufacture in have had a rough time we’ve seen others do ‘ok’. We made the smart move. We’ve turned the business around. Our AWP and crushing and screening are doing well and we’ve reduced the losses in construction, although cranes are still in the down-cycle.”