Gradall Industries marks 80 years, expanding vacuum truck operations, AI adoption, and manufacturing investment
As Gradall Industries celebrates a significant anniversary, the company is balancing heritage with investment. From its manufacturing base in New Philadelphia, Ohio, Gradall continues to expand its vacuum truck operations, introduce new equipment platforms, and evaluate AI-enabled technologies across manufacturing and field applications. Leading that effort is President Mike Popovich, whose three decades with the company have given him a front-row seat to its evolution.
The business still traces its identity to a single innovation that solved a workforce challenge. “Gradall Industries was formed right after World War II because of manpower shortages. There was important work to do but there were not enough people. Out of necessity, a contractor from Cleveland invented the ‘Gradall’ – a telescopic boom excavator on a truck chassis – and it was a game changer. It was the first hydraulically operated excavator in the world at the time,” he says.
Staple yet iconic
That problem-solving mindset still drives Gradall today. Production moved to New Philadelphia in 1950 and remains there, with engineering, manufacturing, assembly, and support functions operating from the same site. Solving specific customer challenges remains a central philosophy, and over the decades, Gradall has expanded well beyond its excavator roots, most notably through the growth of its Vacall business. Since acquiring Vacall in 2006, Gradall has made great strides in the sewer maintenance, industrial vacuum, and vacuum excavation markets, reflecting broader changes across the infrastructure sector.
Mike’s own path to the company reflects that same sense of fit and loyalty. Before joining Gradall, he worked for a hydraulic systems supplier and visited as a customer. What stood out was the company’s culture and sense of purpose. “I just liked the company. The product is very specialized and gets into many different markets, which I enjoyed. I liked being part of it, and I liked the people and the town. An opportunity came up, I applied, got the job, and I’ve been here ever since.”
More than three decades later, Mike leads the business as manufacturers balance customer expectations, workforce shortages, technology adoption, and economic pressures. His responsibilities span strategy, operations, commercial direction, and long-term growth planning, all while preserving what has shaped Gradall’s identity.
That leadership shows most clearly in the product itself. Gradall’s machines fill a unique niche. Its ability to move quickly between jobsites makes them a favorite for public works and infrastructure crews. Gradall doesn’t chase volume; it focuses on jobs where mobility and versatility matter most. Mike explains: “The machine is ideal for that kind of work. That’s why it has a place in the market. It just soldiers along, and we keep improving it. It’s a staple and kind of an iconic machine.”
Supporting that position is a manufacturing model that’s uncommon across the industry. At its New Philadelphia facility, steel enters the plant and finished machines leave. Gradall handles design, fabrication, welding, assembly, finishing, testing, and product support largely under one roof. That vertical integration gives Gradall greater control over production quality, reduces dependence on external suppliers, and supports equipment longevity.
Focus on efficiency
Manufacturing flexibility now drives many priorities. Gradall has worked hard to standardize its product lines so it can respond to changing demand without adding complexity to the factory. “We’ve made serious efforts to make that happen. It means less inventory, fewer vendors, fewer part locations, and better quality control. It also lets us make build decisions much closer to when we need to decide what machine to make,” Mike explains.
The same focus on efficiency shapes Gradall’s approach to emerging technologies, particularly where safety, productivity, and workforce availability intersect. Gradall is evaluating AI-enabled camera systems for both manufacturing environments and field equipment, ranging from safety monitoring and workflow analysis to operator-assistance technologies.
Inside the facility, Gradall focuses hard on accident prevention. Mike notes: “These new camera systems can identify near misses. One of the key ways to keep a factory safe is to identify as many near misses as possible. If you can spot them, you can address them before they become an actual incident.”
That same philosophy guides changes to the machines themselves, as operators working in busy environments need better visibility around people, vehicles, and utilities. “These new safety systems put the power back in the operator’s hands and give them complete visibility of what’s going on,” Mike adds.
Gradall continues to develop new products. Among the most recent are the AE35, a non-CDL vacuum excavator designed for a smaller footprint and easier transport, and the XE4100, a highway-speed excavator developed around municipal operating requirements.
These launches reflect a bigger push to match customer needs with manufacturing efficiency and affordability. On the XE4100’s pricing: “We were able to lower the list price of that machine by $120,000, and it still handles all the daily tasks a typical municipality needs.” Gradall’s pipeline goes further still: a sewer-combination version of the AE35 platform is next, supporting the company’s strategy of using common designs across product families and giving customers more options in environmental services.
Focus on efficiency
Together, the product launches, manufacturing investments, and technology initiatives reflect a company that continues to evolve as customer requirements change. For Mike, the direction of travel is already clear. Growth will come from expanding the Vacall portfolio while continuing to refine the equipment customers depend on every day. “You’re going to see us keep moving in the same direction. We’ll keep expanding the vacuum truck business. We’re offering both larger and smaller models, with more options in between.”
That development process remains closely tied to customer feedback rather than assumptions about what the market needs. “We stay close to our customers and listen to what they need. As we hear new feedback, we make changes and keep improving the product line, making it tougher and more tailored to what people want.” The approach reflects a leadership philosophy grounded less in dramatic change than in responding to the markets Gradall serves. As the company enters its ninth decade, that combination of customer input, manufacturing control, and ongoing investment continues to shape its next phase.
“We’ll keep gaining market share just like we have for the past 80 years. Gradall is becoming a bigger player in the market, and I think there’s a bright future ahead,” Mike concludes.
