ARA 2025 Strikes It Big in Vegas

The American Rental Association (ARA) was back in Vegas, baby!

After a four-year hiatus, the association made its grand return to Sin City in late January, fully embracing the “Go Big or Go Home” theme. The 750,000-square-foot Las Vegas Convention Center provided the ideal backdrop for 600 exhibitors to showcase their cranes, lifts, backhoes and forklifts.

As a first-time attendee, I had the privilege of witnessing the immense manpower, energy and effort required to prepare each booth, ensuring these magnificent machines were ready for display ahead of the official exhibition on Thursday, Jan. 28, when the press was granted access to the hall.

In what can only be described as a whirlwind of a day (to a city that’s used to showing off its goods and wares with pomp, circumstance, glitter and neon), it was overwhelming in the best possible way.

Exhibitors such as Genie, Kubota, Magni and others were patient with this new-to-the-industry writer by answering questions, letting me absorb their product spec offerings and even urging me to climb up into one of its cabs (thank you JCB), for a bird’s eye view. (Side note: JCB had its 1 millionth manufactured backhoe front and center, and it was certainly something to celebrate.) 

While racing from meeting to meeting, trying to take in my surroundings as they blurred by, there were some standouts worth mentioning, most notably, Linkbelt’s pink excavator from its “Pinkbelt” campaign, symbolizing its support for breast cancer research and awareness (a cause near and dear to my heart), as well as Pettibone’s telehandler that had the American flag hanging from it and an actual robot wandering the hall.

In making my way to one of my last interview’s of the day with OTR Engineered Solutions, in the Diamond Lot on a beautiful Vegas day that topped out at 59 degrees Fahrenheit, I saw attendees taking well-deserved breaks at the bar and beer garden and throwing cornhole bags. While I didn’t see this first-hand, I also heard that there were pickleball courts for those who wanted to take a break but still get some exercise. Kudos to them because I closed all of my exercise, move and stand rings without even trying!

Due to the timing of my flight back home, I couldn’t attend the educational sessions or meet with other exhibitors on Friday, but I made the most of my time by absorbing insights from every conversation and connection I made. 

Next year, I look forward to traveling to Florida to ARA’s next stop, to meet new people, reconnect with familiar faces and explore the latest industry trends.

Revolutionizing the Industry With Innovation

Key players in the construction and equipment sectors unveiled their latest innovations, showcasing technology and advancements designed to enhance safety, efficiency and operational performance. Companies such as JCB, JLG, Magni, Kubota and Pettibone were among the companies to highlight new products and solutions tailored for a variety of applications.

From powerful telehandlers and telescopic lifts to electric booms and telematics systems, each brand demonstrated its commitment to driving productivity and meeting the evolving needs of the industry.

Here’s a closer look at some of the standout innovations revealed at the event:

JCB

JCB’s 65-foot telescopic boom lift features a touchscreen interface for user-friendly operation and an advanced load management system that provides real-time weight data. Powered by a 74-horsepower JCB 444 engine, it offers high capacity without the need for diesel exhaust fluid or diesel particulate filters, ensuring powerful performance and low maintenance for demanding tasks.

The 3TS telescopic skid steer enhances safety with side-door entry and offers dual functionality as both a skid steer and compact telehandler. Its design is billed as improving efficiency and reducing accident risks.

JCB also celebrated its 1 millionth backhoe loader with updates to the 3CX and 4CX models, featuring ergonomic cab designs, intuitive joystick controls and integrated touchscreens with instructional videos.

JCB’s latest advancements emphasize smarter, more sustainable equipment solutions tailored for modern jobsite demands.

JLG

JLG unveiled new products focused on efficiency, connectivity and sustainability.

The EC600 electric boom is a 66-foot electric construction boom equipped with an onboard diesel generator to extend battery life. Sharing 90% of its parts with the internal combustion model, it allows for cost-effective transport by fitting two units on a single trailer.

The E313 electric telehandler, designed for warehousing and manufacturing, offers a 13-foot reach and a 3,500-pound capacity. Manufactured in Europe by AUSA, a recent JLG acquisition, it enhances productivity in confined spaces.

Clear Sky Telematics provides two-way equipment monitoring, creating a Bluetooth mesh network on jobsites. It offers real-time tracking of machine location, battery life, fuel levels and diagnostics, accessible through a web portal, mobile app and application programming interfaces integration.

Magni

Magni showcased its latest heavy machinery, focusing on three core product lines: fixed boom telehandlers, rotators and heavy lifts.

A highlight was the new 6k telehandler, designed to compete with JCB’s 519 models, offering a 6,000-pound lifting capacity and a 19-foot reach.

Emphasizing safety and operator convenience, Magni detailed features such as fully enclosed cabs with air conditioning, heating and radios.

Its Element system, a load moment indicator, delivers real-time height and weight data via a digital display for improved load monitoring. A boom tip camera enhances visibility, and remote operation capabilities increase efficiency.

Magni is expanding in the rental market, particularly with rotators gaining popularity in concrete contracting and steel erection.

Kubota

Kubota showcased its latest construction equipment, emphasizing comfort, technology and efficiency upgrades.

The SVL97 compact track loader features a fully sealed cab, enhanced HVAC with 40% more airflow, a touchscreen with keyless start and a swing-out radiator for easier maintenance.

The U17.5 and KX0405 excavators offer advanced hydraulics, improved visibility and various dozer blade configurations. The KX0405 includes a 7-inch LCD display, LED work lights and keyless start, while the U17.5 provides lower sticks for added comfort, expanded floor space and USB charging ports.

Kubota’s Now Telematics delivers real-time machine monitoring and maintenance alerts, enhancing jobsite efficiency.

The company also emphasized its strong dealer network and its commitment to quality since 1972.

Pettibone

Pettibone introduced the 1044X telehandler designed for rental and retail markets, featuring a 10,000-pound lift capacity and 44-foot lift height without needing outriggers. It includes a constant pressure hydraulic system for faster boom activation and comes standard with a two-year telematics package for enhanced machine monitoring.

OTR Engineered Solutions

OTR, known for wheels, tires and tracks across various industries, showcased custom tread designs, efforts to minimize tariffs and extensive aftermarket services. They unveiled the LIFTBOSS tire, tailored for telehandlers in the 6,000- to 12,000-pound range, offering superior traction in muddy conditions to boost jobsite performance and simplify inventory management.

OTR also announced plans for a smaller LIFTBOSS version for 5,000-pound telehandlers and shared insights into real-world applications of its products.

Save the Date

ARA will move to Orlando, Florida, March 2-4 in 2026, with its Events U program on Feb. 28 and educational sessions starting on March 1.