Custom Equipment LLC Rebrands

Custom Equipment LLC, the manufacturer of Hy-Brid Lifts, is rebranding to AXCS Equipment. The company, which has been in business since 1981, is known for its focus on providing innovative solutions and outstanding service to support customers’ aerial work needs.

The rebranding comes as a result of the company’s recent merger with ASKO Holding, a Turkish-based entity with holdings in construction, agriculture, energy and technology. The merger, which was completed in early 2024, has allowed Custom Equipment to significantly expand its product line. In addition to its existing line of scissor lifts, the company now offers telehandlers, articulated booms and vertical masts.

“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 is known for its dynamic range of aerial lift equipment and telehandlers, which are designed to combine maximum operator safety with durability and efficiency. The company places a strong emphasis on providing top-of-the-line support to its rental customers, and offers a wide range of solutions for industries such as construction, drywall, electrical, HVAC, painting and facility maintenance.

As part of its rebranding efforts, AXCS is also making a concerted effort to enhance its customer service. The company has bolstered its staff with support-centric roles, and is committed to providing a more personalized and responsive customer experience.

“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 will be showcasing its new product line at The ARA Show in Las Vegas, and is planning to introduce a number of additional products in the coming months. The company is also exploring new ways to enhance its existing equipment and provide even more value to its customers.

To learn more about AXCS and its line of aerial lift equipment, visit www.axcs.com.