Dive Brief:

• JLG Industries, the Oshkosh subsidiary that includes the Lull brand of telehandlers, says the time has come to pull the plug on the brand.
• Sales have been declining and the cost of complying with Tier IV diesel-emission standards has been rising, so Lull will end next year.
• Lull, begun in 1959, found a niche among masonry contractors, but JLG says that is not enough. The company will favor its SkyTrak brand, which is the base machine for a line of lifts that Oshkosh sells to the U.S. military.

Dive Insight:

The demands of the rental industry, which buys many lifts and wants machines with broader appeal, are part of the reason for Lull's demise. Gradall lifts died in 2009, and Guy Ramsey, president of Maximum Capacity Media, said that it is rental companies that have the demand to say what products will succeed.