The Tanfield Group, owners of Snorkel and UpRight Powered Access announced this week that the UpRight name will be discontinued and merged into the Snorkel brand, creating one single global manufacturer of aerial work platforms. Going forward, the company will market all products under the Snorkel banner only.
Although the UpRight name will no longer be used to market aerials lifts, Snorkel will continue to support existing UpRight machines in the field.
Since 2007, Tanfield has run both the UpRight and Snorkel brands, with separate territorial responsibilities, different product portfolios and often different model designations for the same machines.
“We have spent the past three years harmonizing these two distinct brands,” said Darren Kell, CEO of The Tanfield Group. “There is now one global product range and one united global team dedicated to building, selling and supporting these machines. The time is therefore right to give the company a unified, global identity. UpRight has a proud history and one that we will continue to cherish. Going forward, Snorkel embodies the core values of both companies — a customer-focused, global organization that produces robust, reliable machines that are easy to operate and easy to maintain.”
As part of the process, Snorkel has assigned new model designations to its worldwide product range.