Custom Equipment rebrands
13 February 2025
Custom Equipment, which manufactures Hy-Brid Lifts products, has announced it will rebrand to AXCS Equipment.
The company has been in business since 1981 and focused on low level access scissor lift equipment, until early 2024 when it was acquired by ASKO Holding, a Turkish-based construction and agriculture equipment producer.
The AXCS Equipment range. (Image: AXCS).
The group includes Turkey-based MEWP manufacturer ELS and telehandler supplier MST Construction Equipment. Following the acquisition, their products, including scissors, articulated booms and vertical masts, were added to Hy-Brids line up, branded as AXCS. Now, Custom Equipment has also changed its name to AXCS Equipment.
“With our expanded product offering, we are now able to provide everything our customers need for aerial work,” said AXCS CEO Eric Liner. “AXCS really seemed like the natural brand name to encompass not only what we do but how we serve the market. In addition to a full range of products, customers have access to a team of experts that will help them get the right product for the right job and support in both application and service. We take great pride in this customer-centric approach.”
AXCS’ emphasis is on offering top-of-the-line support to rental customers, it said, including in construction, drywall, electrical, HVAC, painting and facility maintenance applications. As part of the rebranding, AXCS bolstered its staff with support-based roles to provide immediate phone assistance with parts, technical assistance or any other inquiries.
“In today’s world where automated voice message systems and AI chats are commonplace, we’re confident our customers will find getting in contact with a real, knowledgeable person refreshing and valuable,” Liner said. “We’re focused on giving customers an experience that is second to none in the lift industry.”
AXCS introduced new products at the ARA Show in Las Vegas, in January, and said it will continue to launch products over the following months. It is also working to continuously enhance its existing equipment.
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