AXCS names new product manager

AXCS Equipment has announced 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.

Paul Michaels joins AXCS Equipment as its new Group Product Manager. (Image: AXCS Equipment).

The AXCS Equipment brand was launched in February this year, when US-based Custom Equipment announced it was changing its name.

“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.”

The product portfolio strategy encompasses 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 the 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.

“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.”