Franna Appoints Peter Koschel as Sales Director
- Meagan Wood
- Jan 19
- 3 min read
30 Second Takeaway
Franna has appointed Peter Koschel as its new sales director, a strategic move aimed at reinforcing the company’s position in Australia while accelerating growth across key international markets. With more than two decades of experience across cranes, heavy haulage, transport, and rentals, Koschel will lead Franna’s global sales strategy and expanded regional coverage.
Strategic Leadership Appointment
Australian pick & carry crane manufacturer Franna has announced the appointment of Peter Koschel as sales director. The company says the move reflects its commitment to strengthening its domestic market presence while supporting continued expansion into international regions.
In his new role, Koschel will be responsible for shaping Franna’s commercial strategy and guiding an expanded sales team with coverage across Australia, New Zealand, Papua New Guinea, Africa, the Americas, Europe, the United Kingdom, the Middle East, and Southeast Asia.
Expanding Global Reach
Strengthening Domestic and Export Markets
Franna stated that the appointment is designed to better serve customers across both domestic and export markets, while capitalising on emerging opportunities worldwide. Koschel’s remit includes improving customer engagement, supporting dealer networks, and aligning global sales efforts with Franna’s long-term growth strategy.
Franna general manager Danny Black said the appointment signals an important step for the business as it continues to scale internationally.
“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.”
Industry Experience and Career Background
Decades of Crane and Heavy Transport Leadership
Koschel brings extensive industry experience to the role. He joins Franna from heavy lift, transport, and rental company Max Services, where he served as chief operating officer for the past two years.
He began his crane-related career in 1997 with Brambles, later becoming crane and heavy haulage manager for South East Queensland. After five years, he moved to Mack Trucks as manager of mining vehicles and special projects.
In 2005, Koschel joined crane and heavy haulage company LCR, initially as general manager of its mining-related business. He was promoted to general manager of business development in 2008 and, in 2016, to executive general manager, Cranes and Transport Australia & International Operations.
More recently, he spent a year with Tadano Oceania as general manager for customer service, based in Brisbane, followed by roles with Mammoet as operations manager East and Max Services prior to joining Franna.
Leadership Perspective
Focus on Relationships and Brand Growth
Commenting on his appointment, Koschel said he is looking forward to leading Franna’s next phase of growth on a global stage.
“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.”
Industry Engagement
Active Role in Industry Representation
In addition to his commercial leadership roles, Koschel has been actively involved with the Crane Industry Council of Australia (CICA). He has served as chairman for Queensland and participated in several key industry committees, contributing to sector development and standards.
About Franna
Franna is an Australian manufacturer renowned for its pick & carry cranes, serving construction, mining, infrastructure, and industrial markets worldwide. As part of the Terex portfolio, Franna cranes are recognised for their reliability, simplicity, and suitability for demanding job site conditions.
Website: https://www.franna.com
Frequently Asked Questions
Who has been appointed as Franna’s new sales director?
Franna has appointed Peter Koschel as sales director, bringing decades of experience across the crane, heavy transport, and rental sectors.
What will Peter Koschel be responsible for in his new role?
He will lead Franna’s commercial and sales strategy, guiding an expanded sales team and supporting both domestic operations and international market expansion.
Which regions fall under Franna’s expanded sales coverage?
Sales coverage includes Australia, New Zealand, Papua New Guinea, Africa, the Americas, Europe, the UK, the Middle East, and Southeast Asia.
What experience does Koschel bring to Franna?
Koschel has held senior roles with Brambles, Mack Trucks, LCR, Tadano Oceania, Mammoet, and Max Services, alongside active involvement with CICA.
Why is this appointment significant for Franna?
The appointment supports Franna’s strategy to strengthen its Australian market position while accelerating global growth and customer engagement.
