Moxy Engineering

Moxy Engineering was a Norwegian heavy-equipment manufacturer specializing in articulated haulers, also known as articulated dump trucks, for off-road earthmoving, quarrying and construction work. The company was founded by Norwegian industrialist Birger Hatlebakk, who had earlier established the Glamox factory in Molde Municipality. Moxy’s identity was built around vehicles capable of carrying heavy loads across uneven terrain, with engineering emphasis on traction, stability and drivetrain performance rather than conventional road transport. The company produced its first dump-truck prototype in 1970. One early design used a powerful tractor as the basis for a heavy-duty truck, with rear-wheel drive provided through hydraulic motors. A second prototype, also completed in 1970, was an articulated dump truck powered by a Scania diesel engine. The initial prototypes were built in Molde Municipality before production activity moved to a new factory at Varhol near Elnesvågen in Fræna Municipality. Moxy also acquired Øveraasen Motorfabrikk & Mekaniske Verksted in Gjøvik, obtaining additional engineering and manufacturing capabilities. Moxy introduced its first commercial articulated dump truck, the Viking D15, in 1972. The model used a bogie beneath the dump box and six-wheel drive, features suited to demanding off-road conditions. The trucks received a positive response in the earthmoving industry, and during the 1980s the company developed additional models and expanded exports to several countries. To increase production capacity, Moxy worked with Tallmek Smøla AS, which manufactured dump bodies. The company also entered a cooperation agreement with Japan’s Komatsu; during part of this relationship, Moxy-built dump trucks were sold by Komatsu under the Komatsu brand. Ownership and distribution changed repeatedly. Around 1980, English company Brown Engineering acquired Moxy and renamed the business Moxy Industries AS. In 1991, the Norwegian state-owned company AS Olivin and Komatsu jointly acquired the manufacturer, with Olivin holding two-thirds and Komatsu one-third of the shares. The owners supplied new capital, while access to Komatsu’s sales network contributed to a substantial increase in sales. When Komatsu withdrew from the partnership in 2000, Moxy lost important distribution outlets and sales declined. The resulting contraction led to workforce reductions and occurred alongside the Norwegian state’s partial privatization efforts involving Olivin. As part of the restructuring of Olivin, the state injected 50 million Norwegian kroner into the company and separated the struggling Moxy operation as a state-owned company. In 2002, 51 percent of Moxy was sold to Spilka Invest AS of Ålesund Municipality. Demand subsequently improved as the Norwegian economy strengthened. The company’s assets were later acquired by the English Thomson group, with production continuing under the new corporate name Moxy Engineering AS. In 2008, Doosan Infracore’s Construction Equipment Business Group acquired all of Moxy Engineering from Thomson Group and renamed the company Doosan Moxy AS. In 2011, the Moxy name was discontinued in product marketing, and later articulated dump trucks were sold solely under the Doosan brand. Moxy therefore survives primarily as a historical marque and engineering lineage within the development of Doosan’s articulated-hauler business rather than as an independent active brand.

Moxy Engineering emerged from Norway’s industrial manufacturing sector under the leadership of Birger Hatlebakk, an industrialist also associated with the founding of Glamox. Its initial focus was the development of dump trucks able to operate away from paved roads and in the difficult ground conditions common to construction, quarrying and earthmoving sites. The first prototypes were completed in 1970. One design combined a heavy-duty dump body with a powerful tractor and hydraulic-motor drive to the rear wheels. Another prototype, also completed that year, adopted an articulated configuration and a Scania diesel engine. After the earliest work in Molde Municipality, Moxy moved production to a new factory at Varhol near Elnesvågen in Fræna Municipality. The acquisition of Øveraasen Motorfabrikk & Mekaniske Verksted in Gjøvik expanded the company’s engineering base. The first marketed articulated hauler was the Viking D15, introduced in 1972. Its six-wheel-drive system and bogie arrangement under the dump box reflected Moxy’s focus on traction and load stability in rough terrain. The product gained acceptance among earthmoving customers. Throughout the 1980s, Moxy introduced further dump-truck designs, built an export business and developed manufacturing relationships to increase capacity. Tallmek Smøla AS produced dump bodies for the company, while a cooperation agreement with Komatsu created an important route to international distribution. Some Moxy vehicles were sold by Komatsu under the Japanese company’s own brand. Ownership became more complex during the company’s later history. Around 1980, Brown Engineering of England acquired Moxy and changed its name to Moxy Industries AS. In 1991, AS Olivin and Komatsu acquired the company together. Olivin held two-thirds of the shares and Komatsu one-third. The new ownership provided additional capital and connected Moxy products to Komatsu’s sales network, producing a marked increase in sales. The partnership weakened when Komatsu withdrew in 2000. The loss of Komatsu outlets reduced Moxy’s market access, and falling sales led to reductions in the workforce. These developments coincided with the Norwegian state’s attempt to partially privatize AS Olivin. To make Olivin more attractive to prospective buyers, the state injected 50 million Norwegian kroner and separated the underperforming Moxy business as a state-owned company. In 2002, Spilka Invest AS, based in Ålesund Municipality, acquired 51 percent of Moxy. Economic conditions then improved and demand for the company’s dump trucks recovered. The business later passed to the English Thomson group, which acquired its assets. Production continued under the Moxy Engineering AS name. In 2008, Doosan Infracore’s Construction Equipment Business Group bought the entire company from Thomson Group and renamed it Doosan Moxy AS. Doosan subsequently consolidated the brand architecture: from 2011, new trucks were marketed under the Doosan name without the Moxy designation. This ended Moxy’s life as an independently marketed equipment brand, although its products and engineering heritage formed part of the history of Doosan’s articulated dump-truck operations.

• 2011

  Moxy branding discontinued

  [1]Moxy Engineeringen.wikipedia.org

  Later trucks were marketed solely under the Doosan name.

• 2008

  Acquired by Doosan Infracore

  [1]Moxy Engineeringen.wikipedia.org

  Doosan Infracore acquired all of Moxy from Thomson Group and renamed the company Doosan Moxy AS.

• 2002

  Spilka Invest takes a majority stake

  [1]Moxy Engineeringen.wikipedia.org

  Spilka Invest AS purchased 51 percent of Moxy after the business was separated from AS Olivin.

• 2000

  Komatsu withdraws

  [1]Moxy Engineeringen.wikipedia.org

  Komatsu left the partnership, contributing to reduced distribution coverage and lower sales.

• 1991

  Joint acquisition by AS Olivin and Komatsu

  [1]Moxy Engineeringen.wikipedia.org

  The Norwegian state-owned AS Olivin and Komatsu acquired Moxy and integrated its products with Komatsu’s sales network.

• 1972

  Viking D15 introduced

  [1]Moxy Engineeringen.wikipedia.org

  Moxy marketed the Viking D15, its first articulated dump truck, with six-wheel drive and a bogie under the dump box.

• 1970

  First dump-truck prototypes

  [1]Moxy Engineeringen.wikipedia.org

  Moxy completed its first heavy-duty dump-truck prototype and an articulated prototype powered by a Scania diesel engine.

A specialist Norwegian off-road equipment brand positioned around robust articulated dump trucks with strong traction, stability and hauling capability in difficult terrain.

• Articulated dump truck · 1972

  Viking D15

  Introduced in 1972, the Viking D15 was Moxy’s first marketed articulated dump truck. It used a bogie beneath the dump box and six-wheel drive, a configuration intended to provide traction and stability on rough earthmoving and construction sites.

• Articulated dump truck

  DA30

  The DA30 was an articulated dump truck in the Moxy product range with a stated payload capacity of 28 tons. It represented the company’s later generation of off-road hauling equipment for construction and earthmoving applications.

• Articulated dump truck

  DA40

  The DA40 was a larger articulated dump truck in the Moxy range, with a stated capacity of 40 tons. It was designed for heavy-duty hauling in rough terrain and formed part of the product lineage later associated with Doosan’s construction-equipment business.

• 2011

  Consolidation under the Doosan brandStrategy

  Background

  Following its acquisition of Moxy, Doosan reviewed how the articulated-hauler range should be presented in the market.

  Action taken

  Doosan discontinued the Moxy name in marketing and sold later trucks under the Doosan brand alone.

  Aftermath

  Moxy ceased to operate as an independently marketed brand, although its products and engineering lineage continued within Doosan’s equipment business.

  Source

• 2008

  Doosan acquisitionM&A

  Background

  Moxy had continued production under Moxy Engineering AS after its assets were acquired by Thomson Group.

  Action taken

  Doosan Infracore’s Construction Equipment Business Group acquired 100 percent of the company from Thomson Group and renamed it Doosan Moxy AS.

  Aftermath

  Moxy became part of Doosan’s construction-equipment operations and was later removed from product branding.

  Source

• 2000

  Response to Komatsu’s withdrawalStrategy

  Background

  Komatsu’s exit removed a significant number of Moxy sales outlets, while declining sales placed pressure on the business.

  Action taken

  Moxy reduced its workforce as sales fell and the Norwegian state reorganized its relationship with AS Olivin.

  Aftermath

  The company was separated from Olivin as a state-owned business before a majority stake was sold to Spilka Invest in 2002.

  State capital injection into AS Olivin. 50 million NOK injected (Around the 2000-2002 restructuring period)

  Source

• 1991

  Joint acquisition and Komatsu distribution strategyM&A

  Background

  Moxy required new capital and broader market access after earlier ownership changes.

  Action taken

  AS Olivin acquired two-thirds of the company and Komatsu acquired one-third, with Moxy trucks distributed through Komatsu’s sales network.

  Aftermath

  The arrangement was associated with a substantial increase in sales and international distribution.

  Source

1. 1Moxy Engineeringen.wikipedia.org