10 December 2025
A New Era: AUSA’s Next Chapter Begins with JLG
When JLG welcomed AUSA into the Oshkosh Corporation Access segment in late 2024, it marked the beginning of a new chapter for both companies. AUSA, long recognized for its compact all-terrain dumpers, rough-terrain forklifts and telehandlers, brings nearly seven decades of innovation and industrial know-how to the JLG® portfolio.
Now, as full integration progresses across products, processes and brand strategy, AUSA is stepping confidently into the global spotlight — with a new visual identity designed to reflect its future as part of the JLG family.
AUSA’s New Global Brand Identity
As AUSA steps into its role within the Oshkosh Corporation Access segment, the company is refreshing its brand identity to align more closely with the values, scale and global reach of its new organizational home. The updated visual identity — bold, minimalist and unmistakably orange — retains the essence of the AUSA brand while positioning it for modern digital communication and international growth.
The redesigned wordmark eliminates the former icon and green elements, placing full emphasis on AUSA’s signature orange and the distinctive, smooth curvature of the “S”— a subtle nod to the maneuverability and reliability of its vehicles.
“We are working to achieve full consistency in how our brand is perceived and we have fully aligned our new visual identity with the values of our products: compactness, reliability and ease of use,” says Albert Vicens, AUSA marketing manager. “This new image reflects the momentum behind our brand and highlights what defines us the most: The orange color and our industrial know-how.”
The refreshed visual identity represents more than an aesthetic update; it signals AUSA’s evolution as it joins a global network of purpose-built equipment brands, backed by JLG’s training, support and service infrastructure.
Building a Stronger Global Portfolio
The acquisition of AUSA expands JLG’s ability to meet a broader range of customer needs with compact, purpose-built equipment designed for demanding environments by strengthening the Access segment’s reach, capabilities and customer solutions across core and adjacent markets, including construction, material handling, agriculture, landscaping and specialty applications. AUSA’s 250,000-sq-ft manufacturing facility in Barcelona, Spain, its global network of 370 team members and more than 600 points of sale worldwide significantly extend JLG’s operational footprint and market depth.
As JLG President Mahesh Narang explains, AUSA’s culture of innovation and quality aligns naturally with JLG’s own values and long-term strategy: “Our combined capabilities, market leadership positions and complementary product offerings provide a more comprehensive solution to address market needs, expand our operational footprint and unlock growth opportunities worldwide.”
The acquisition also complements JLG’s 2023 integration of Hinowa, further strengthening the organization’s ability to develop global platforms with regional customizations, a core element of JLG’s “local for local” strategy. Together, these additions are accelerating JLG’s diversification into compact and specialty equipment categories.
Seamless Integration Enhances Customer Support
A major milestone in the integration process occurred in 2025, when AUSA’s North American parts ordering transitioned into the JLG Online Express platform. This move gives AUSA equipment owners in North America access to the industry’s largest inventory of OEM and competitive parts, improved delivery times through JLG’s Clinton, Pennsylvania, distribution center and 24/7 online ordering convenience.
“Access to parts is critical to maintaining uptime,” said Bob Nelson, vice president and general manager, JLG. “Bringing AUSA parts into Online Express represents a significant improvement in service for our North American customers.”
This system integration strengthens service continuity and ensures that AUSA owners receive the same high-quality support that JLG customers have come to expect.
A Year of Collaboration and Shared Culture
One year into the acquisition, JLG and AUSA teams continue to deepen their collaboration, sharing insights, processes and customer-driven strategies. This alignment is helping both organizations expand their reach and drive innovations that benefit customers worldwide.
AUSA CEO Ramon Carbonell reflects on the partnership: “From day one, the collaboration between AUSA’s team and JLG’s team has been rooted in shared goals to serve the customer and the market better. This level of partnership has helped us transition into JLG and strengthened both of our organizations as we move forward together.”
As part of JLG, AUSA is well-positioned to contribute to future product development and market expansion across regions, supporting JLG’s broader transformation into a more global, regionally responsive organization.
Looking Ahead
With AUSA’s full integration underway and its new visual identity introduced, the combined expertise of both teams is unlocking opportunities across the Access segment. The future includes expanded product offerings, strengthened market presence and a unified approach to supporting customers around the world.
As JLG continues shaping the future of access and material handling solutions, AUSA’s heritage of reliability, compact design and industrial agility becomes an integral part of that vision, now backed by the global scale and customer support strength of the JLG family.
