Renison Canesso Moreira, Sales Director of Orguel Group, where he has worked for 35 years, discusses the evolution of the Brazilian machine rental market and the advantages of Haulotte equipment. The company was founded 61 years ago by Fabio and Francisco de Assis Guerra Lages in Belo Horizonte, Minas Gerais. Today, Orguel is a major player in the Brazilian construction industry.
A Solid Family Business in a Booming Market
Orguel, founded by Fabio and Francisco de Assis Guerra Lages, now employs over 1,300 people across 13 subsidiaries throughout the country.
« We operate on Brazil’s largest public and private construction sites, mainly in the southeast, south, and northeast, »
explains Renison.
Specializing in the rental of machinery and equipment such as scaffolding, forklifts, and aerial work platforms, Orguel has positioned itself as a key player in the construction sector.
Renison Canesso Moreira, 56 years old, married, father of two.
Sales Director of the Orguel Group, where he has worked for 35 years.
The construction machinery rental market in Brazil began 25 years ago and has been growing steadily. However, according to Renison, Brazil is still far behind other countries, such as the USA:
« With a fleet of 42,000 machines, or 17 per 100,000 inhabitants, we have considerable room for improvement compared to the USA, which has 1.2 million machines, or 315 per 100,000 inhabitants. »
To reach the ratios seen in developed countries, Brazilian companies need to invest more in the acquisition and/or rental of machinery. Facing a labor shortage, Renison predicts increased mechanization in the coming years, leading to more frequent use of machinery in the construction industry.
Customer Expectations and Haulotte Machine Performance
Orguel’s customers’ expectations are evolving. They now seek more than just equipment rental; they want « a comprehensive engineering solution that can address all their challenges. This demand translates into lower costs, greater safety, faster turnaround times, and reduced reliance on manual labor, » explains Renison Canesso Moreira. This need for comprehensive solutions also includes high expectations for after-sales service.
Haulotte machines make up 35% of Orguel’s fleet, a brand Renison values for « the quality of the equipment, the efficiency of the support services, and the availability of spare parts. » He adds,
« Our customers regularly praise the equipment for being highly reliable and offering excellent safety for users. »
One of Orguel’s standout projects is the construction of Arena MRV, the new soccer stadium for Club Atlético Mineiro in Belo Horizonte. With a capacity of 47,000 spectators, this facility is considered the most technologically advanced in Latin America and was inaugurated last year.
« From the foundation stage to the final brushstrokes, Haulotte platforms were on-site the entire time, »
he emphasizes, highlighting the machines’ reliability and versatility.
The Gradual Adoption of Electric Machines
In response to environmental regulations and societal concerns, companies are opting for quieter machines with lower carbon emissions.
Although the Brazilian market is still young and the transition to fully electric machinery will be slow, Renison asserts that
« Haulotte’s electric machines meet new environmental standards, and once the transition starts, there will be no turning back. »
In his view, this evolution aligns with the broader trajectory of the industry.
An Optimistic Outlook for the Future
Renison Canesso Moreira is optimistic about the future of the Brazilian aerial work platform market, asserting that « the market will benefit from the dual impact of environmental legislation and companies’ needs for safer, less labor-intensive equipment. »
« Every time one of our customers uses a Haulotte machine, they don’t want to go without it, »
he concludes. As an emerging market, still largely untapped in many regions, it has immense growth potential.