Giorgio Carera is very hands-on and deals directly with dealers and customers daily.
When FAE began, it produced forestry and agriculture equipment, thus the name FAE was derived. However, FAE has always been a very dynamic company and therefore developed various products for different industries such as ag, forestry, construction, mining, demolition, land management, full depth reclamation, etc. The company offers any type of hydraulic mulcher for hydraulic carriers and any type of PTO mulchers and forestry tillers for ag tractors, as well as PTO mounted, multi-purpose for road construction.
Giorgia Carera, CEO of FAE USA, recently spoke about his company's global reach.
What is your strongest sector at this time?
Carera: In general, it is land management and land clearing, but it is so diversified that it expands from oil and gas to forest to farm, fire breaks, roadside clearing, commercial and residential developments, etc. I can go on and on with the list, but everyone that utilizes this type of equipment knows the applications are numerous. However, it is very important to say that our construction equipment for full depth reclamation (FDR) is gaining ground in every area and at every level of application. For example, soil stabilization for road construction, asphalt recycling, parking lot reclamation, pipeline patches, subdivision developments.
Who is your main customer for the FDR equipment?
Carera: We supply private contractors as well as goverment divisions at all levels.
The contractors are diversified — from small business owners to the largest enterprises.
What is FAE's business model?
Carera: FAE has always had a big vision and aim to 'conquer the world.' In order to accomplish this, you must partner with dealers and distributors who know their local market. Therefore, we are very meticulous in selecting dealers. An FAE dealer not only needs to sell the equipment, they must also provide excellent service. FAE dealers also must stock parts and go through intensive training.
Can you expand more on training?
Carera: We focus very heavily on training and education. The first step is to train our internal team. Our people go through constant and intensive training on regular basis.
Then it's our team's job to educate the dealers in such a way that they will be in the position to represent and service the FAE equipment.
We train all departments of the dealerships including owners and management to transfer knowledge and make sure that everyone is together in terms of representing a premium product with premium service.
You said that FAE is an innovator in the industry. Can you explain why?
Carera: You are correct and you probably read this statement from an article published in 2007. Yes, We are innovators! I will tell you why — we never rest, we never stop thinking about our customers and the possible new solutions to make them more profitable. If they are profitable we will also be profitable. Our team is 'boots on the ground' every day and everywhere. We always get the best ideas from our customers who tell us what they need and how to update and improve products… and We listen! FAE is the only company in the industry with such a wide range of equipment for the land management industry as well for FDR – road construction.
Talk about FAE's invention of the skid steer forestry mulcher.
Carera: We presented it to the market in 1996. From there, several companies copied it and we got more competition. I personally think competition is a good thing for a few reasons:
a) motivation to try to stay ahead and stay on our toes b) we have other companies and products to compare ourselves to and therefore be in the position to explain why we are a strong company as far as product, presence, organization and as a solution provider.
What is your vision for the future?
Carera: Our vision will always be the same as it was almost 30 years ago when the company was founded. We want to be the number one solution provider in the industry and all over the world, setting the industry standards.
You spoke earlier about FAE constantly developing new products. Can you elaborate?
Carera: I can only answer this question partially as I don't want to reveal company secrets. I can only tell you that we will continue developing new products, and we will keep expanding the line to satisfy our dealers and customers.
To continue developing new products, do you also need to expand your facilities and production capacity?
Carera: Absolutely. At the level FAE operates and grows, we constantly expand or build new facilities. We have multiple production locations in Italy, and we are in the process to expand the main plant. We also have six branches around the world that are in constant development. FAE USA Inc., which is our U.S. location, is also growing and expanding with new office space, additional floor space and more technological inventory systems.
Do you personally have direct contact with dealers and customers?
Carera: Yes. Every day I work hand-in-hand with some accounts with my sales team. I am a 'hands on' person and I am always out there. This is critical for me as I want to see things with my own eyes and hear things with my own ears. This allows me to have a comprehensive knowledge of the market and their needs.
FAE heads have been used on other Prime Movers that are not PrimeTech, why is that?
Carera: Very simple, FAE heads are a preference for many OEM manufacturers who do not make heads. FAE stands behind our product, and it is a very reliable product. Most importantly, no matter where the customer is working, parts and service are available due to our extended dealer network worldwide.
Talk about PrimeTech.
Carera: PrimeTech is the FAE division that produces tracked mulchers. The technology, the design, the robustness and the service access of this product is something that sets us apart.
To conclude, what do you want to say to your customers?
Carera: If you have ideas to keep developing the industry in a sustainable way, talk to us and we are always open to listen. The ideas and suggestions of our customers and people from the industry are what drive our desire to deliver solutions that make all of us profitable.
This story also appears on Forestry Equipment Guide.
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