In the world of construction and industrial machinery, Magni Telescopic Handlers has emerged as a symbol of innovation, quality, and resilience.
Lift and Access was fortunate to sit down with Magni’s founder and president, Riccardo Magni in December 2023 in Houston and hear the story of the company’s past, present, and optimistic future.
The Founding Era
Magni’s beginning dates back to 1972, when Pietro Magni and his children, Riccardo, Giorgio, and Franca, founded the equipment company Fargh SpA.
Pietro Magni’s background as a tractor repair mechanic, farm cart builder and tower crane manufacturer gave him the experience he needed to drive Fargh forward into new territory.
Initially focusing on hydraulic cranes, the company’s ambition soon led to pioneering developments.
The 1980s saw Fargh creating the first telescopic handler in Europe, the Fargh 4000 FS, distinguished by its patented boom technology.
Hailing from Modena, Italy, the Magni family took inspiration from the city’s rich history of high-performance and luxury car design.
“Modena is the city of sports cars: Ferrari, Maserati, Lamborghini, Pagani, etc. The spirit of the mechanic is very strong there,” Magni said.
How did this influence how Magni designed the company’s telescopic handlers?
“The interior looks similar to a car, because it’s very good looking. In this way, we elevated the quality of the cab,” Magni said.
Transition and Growth
The 1980s marked a significant era for the Magni family. In 1981 Riccardo Magni succeeded his father at Fargh and developed the 5500 RTL and 3000 RT models, building on the success of their initial prototype.
A partnership with Manitou Group in 1982 began an impactful 27-year collaboration, propelling the company towards further growth.
The Birth of Magni
In 2013, Riccardo Magni and four of his children, founded Magni Telescopic Handlers.
Within two years, the company launched an impressive range of 21 models across three categories: Rotating Telehandler (RTH), Heavy Lift Telehandler (HTH), and Fixed Boom Telehandler (TH), each designed for specific industry needs.
When it comes to how the manufacturer designs its telehandlers, Magni said, “The philosophy of our machine is summed up as three-in-one possible modes of use, a telescopic handler, an offroad crane, and an aerial working platform.”
Innovations and Milestones
Magni’s journey is characterized by continuous innovation. The introduction of the RTH 13.26 in 2019 set a new standard for telehandlers with its unprecedented load capacity of 28,600 lbs.
In 2021, Magni achieved a significant manufacturing milestone, the production of 5,000 telehandlers.
This achievement was a reflection of the company’s growth and production capabilities.
Magni’s TH line is the only fixed boom telehandler in North America with LMI and load-limiting technology. This underscores Magni’s commitment to technological advancement.
Global Expansion and Impact
Magni’s expansion from its Italian headquarters to a global presence is a testament to its focused dedication of growing the company’s reach.
The company has established subsidiaries across Europe, America, Africa, and other regions, employing over 600 people worldwide.
In 2023, Magni’s global footprint extended to 63 markets, with the United States emerging as a key segment.
Specifically in the U.S., Magni’s success is largely due to its robust and ever-growing list of equipment distributors.
“We have a very good dealer network. Building up this network in ten years is one of our biggest achievements,” said Magni.
At the heart of Magni is a company culture that strongly emphasizes customer satisfaction and a commitment to exceeding expectations.
This is evident in their commitment to research and development, leading to the creation of patented technologies and cutting-edge products.
For example, exclusive to Magni is a tilting seat in the machine’s cab that’s helps to eliminate neck fatigue.
“We have a special seat that you can operate electrically, that brings the driver forward and goes back to have the same angle of the neck to reduce any tiredness in that area,” said Magni.
He continued, “To achieve this, we studied ergonomics thoroughly. It is very important for the operator to be comfortable when they are in the machine all day, anywhere from eight to 10 hours.”
Also, the company’s focus on nurturing a skilled workforce and fostering a collaborative environment has been pivotal in driving its growth and maintaining a competitive edge in the market.
In 2023, Magni’s revenue reached an impressive $571 million.
“It’s clear that our growth in revenue is also because we hired a lot of people. We made a big jump in 2021 and 2022, because of this and tripled our revenue,” Magni said.
Recent Product Launches
In December 2023, Magni launched two new models in its RTH range – the 8.35 and 8.46.
These models represent a meaningful advancement in the company’s product line, offering enhanced capabilities for operators.
Evolved from the redesign of the 6.35 model, the RTH 8.35 model features upgraded load charts and a notable increase in lifting capacity by 4,409 lbs.
It introduces two extension modes, M1 and M2, allowing for versatile performance in various operating conditions.
The M1 mode offers maximum reach and higher load capacities at maximum height, while the M2 mode restricts reach to increase load capacity of up to 17,600 lbs.
The 8.35 boasts load capacities 33% higher in M2 and 20% higher in M1 compared to its predecessor, the 6.35 model.
The RTH 8.46 is a major restyling of the first-generation 6.46 model, featuring a new boom that provides lifting capacities up to 17,600 lbs. Like the 8.35, it also inherits the M1 and M2 extension modes, offering unparalleled height, reach, and load capacity performance.
The 8.46 can lift 17,600 lbs. to 72', carry 2,200 lbs. to a horizontal reach of 101', and handle 1,100 lbs. at a maximum reach of 108'.
Improved Features and Versatility
Like all Magni machines, both the 8.35 and 8.46 models exemplify Magni’s commitment to versatility and safety:
All models also feature the updated Magni Combi Touch Screen (MCTS) on-board control system. This system includes: handling mode, eco mode, and dedicated pre-settings.
Additionally, the Magni LLD (Live Load Diagram) system provides three different versions of the load chart screen for complete operational safety.
Looking forward, Magni looks to continue to champion new challenges and opportunities in the ever-evolving market of construction and industrial lifting equipment.
Accompanied by over 40 patents and a growing product portfolio, Riccardo Magni is well-positioned to continue his company’s upward rise in the industry
When it comes to the company’s outlook of business in America, Magni said things are changing for the better when it comes to the adoption of his company’s products in the rental space.
“I came to America with my first machine exported here in 1983, 40 years ago. I can tell you that the mentality has really been changing in the last year or two,” Magni stated.
He continued, “We are starting to have much larger orders on our machines from big rental companies like United Rentals,” said Magni.
Magni says this is due to in part to his telescopic handlers’ LMI system which does not allow operators to overload or tip the machine.
“American rental and construction companies are looking much closer at safety features than they have before,” said Magni.
With its deep Italian roots, history as a family-run business, and passion for creative equipment design, Magni’s legacy continues to shape the future of telescopic handlers worldwide.