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As the crane and lifting industry continues to navigate economic uncertainty, supply chain disruptions and a growing push for sustainability, the way companies access equipment is evolving, noted Jason MacKenzie, president of Select Crane Sales. “In today’s market, it’s no longer just about buying, it’s about finding smarter ways to use equipment,” he said.
One trend that Select Crane Sales is not only watching but actively embracing, according to MacKenzie, is a shift in demand from ownership to more bare rentals. Rising acquisition costs, spiking interest rates, labor shortages and unpredictable job schedules are already weighing on crane ownership, he related.
“Now, with the lead times for new equipment stretching out months or even longer, many companies are choosing to rent instead, avoiding the delays and financial strain that come with buying,” MacKenzie added. “This shift allows customers to reduce risk and preserve cash flow, locking in a more predictable cost structure for individual projects without committing to the long-term burdens of ownership.
“We’re constantly looking to renew our rental fleet with new or later-model low hours machines” MacKenzie continued. “It’s about making sure we have the right equipment ready when our customers need it.”
Keeping a rental fleet stocked with quality machines requires constant strategic thinking and that’s harder than ever, MacKenzie noted. “We have many of the same challenges as our customers, including rising equipment prices and the burden of high financing rates,” he pointed out. “Sourcing late-model cranes from around the world is also getting trickier, and now tariffs are adding new complexity.”
Thinking Creatively
“While the impact of tariffs is still up in the air, they’re certainly making things more expensive and difficult,” MacKenzie explained further. “These pressures impact rental houses, dealers and end-users alike. It’s a shared set of challenges that’s forcing everyone in the value chain to think creatively.”
In addition to bare rentals, Select Crane Sales also sees steady demand for rental purchase options. These programs offer customers the equipment they need now, while giving them the option to convert the rental into a purchase later, an attractive middle ground for those hesitant to commit up front.
“While we do offer these options on a per-machine basis, they still represent a large capital expense for us,” MacKenzie said. “That can limit how many we can offer at any one time. But we recognize how important these ownership models are in today’s market.”
Another major shift impacting the industry is the growing demand for eco-friendly, efficient or hybrid-powered machinery, MacKenzie noted, so it’s important to pay close attention to how this demand is evolving and what manufacturers are doing to meet it. “Manufacturers are definitely focusing on battery-powered or electric-powered cranes and support equipment, and we are, too,” he stated.
“For example, we’re beginning to offer hybrid generator/power pack options for jobsites looking to cut emissions or meet specific sustainability targets as well as save money,” MacKenzie continued. “These hybrid units offered by Select Energy can power tower cranes, supply electricity on remote jobsites or serve as emergency/disaster relief power sources.
“I don’t think we’ll see fossil-fuel-powered machines disappear anytime soon,” MacKenzie added, “but we are seeing jobsites, especially in certain markets, with requirements for electric or hybrid usage. We want to be able to meet those demands through our partnership with the hybrid generator supplier and open the door to further rental opportunities in disaster response, remote site power and backup power applications.”
Service and Uptime
With a growing rental fleet comes increased demand for maintenance. For Select Crane Sales, according to MacKenzie, that means relying on telematics systems to track machine usage and engine hours in real-time. “This allows our team to monitor service intervals remotely and ensure preventive maintenance is completed on schedule,” he said.
Qualified technicians are in short supply industry-wide, MacKenzie also noted, so efficient scheduling and proactive maintenance have become critical for effective fleet management. “Telematics have become a game-changer in this regard,” he added. “The systems allow companies to be proactive, not reactive, with their rental fleet’s maintenance.
“Communicating proactively with renters is essential as well,” MacKenzie continued. “Good communication with customers ensures that proper service is being completed. It allows us to better schedule our technicians, do our best to keep everything running smoothly and helps prevent urgent service calls and unnecessary downtime.
“We’re excited about what’s ahead,” MacKenzie said. “Whether it’s adding more cranes or diversifying into cleaner energy solutions, we’re focused on giving our customers what they need, when they need it and helping them succeed no matter what the job throws at them.”
