AXCS Equipment Appoints Group Product Manager
AXCS Equipment, a manufacturer of aerial lift equipment, has named Paul Michaels as the company’s new group product manager. One of Michaels’ primary responsibilities will be to work on the development and deployment of the company’s new and expanding product portfolio. He will be responsible for overall customer experience and product strategy by translating market needs and determining how both legacy and AXCS Equipment products ideally exceed market expectations in each segment to fulfill customer requirements.
“AXCS Equipment has an amazing growth outlook, with plans to add a significant number of new aerial products in the coming years,” Michaels said. “Safety and quality are two of our core principles and that will be a primary focus as we roll out these new products. We want to ensure that not only can customers safely use our products, but that they’re also benefiting from equipment that provides world-class quality.”
As group product manager, Michaels will deploy the AXCS Equipment product portfolio strategy, which entails the existing portfolio and new product categories including larger-capacity scissor lifts, vertical mast lifts, articulated booms, telehandlers and other products.
Michaels brings 25-plus years of product management experience to his new role. He most recently worked with Briggs & Stratton in its commercial lawn mower equipment product line division. Previously, he spent 12 years with Rexnord, a heavy power transmission company, in various global and senior product manager positions. In each role, Michaels developed product strategies and solutions to make equipment more innovative, safer and more efficient.
"Paul’s established record of enhancing brands will be a great asset to the AXCS Equipment team and will directly benefit our customers," said Eric Liner, CEO of AXCS Equipment. "His strategic approach to product management will be valuable in growing our new brand identity and our expanding product offering. There are big happenings on the horizon for AXCS Equipment and Paul’s role will be largely connected to helping shape our future."
AXCS Equipment is headquartered in Richfield, Wis. Visit: https://www.axcs.com/
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.