Máquinas Furlan is celebrating 63 years of operations. A series of activities mark the celebration, such as the repositioning of the brand, which now works with the slogan “Essential for mining”.

Investments in research and innovation, including Artificial Intelligence and robots, are part of the practices, which reinforce the company's commitment to modernization and expansion – another Furlan tradition.

This culture of advancement is present in the history of the company founded by Geraldo Furlan, who passed away in 2016, and which is now run by his sons Wagner and Valter Furlan, as well as Mr. Geraldo's grandsons and granddaughters.

Geraldo’s legacy is reinforced by Wagner Furlan, Chairman of the Board of Directors of the company. Overcoming challenges has shaped the company’s leadership in the market, according to him. “Continuous investment in innovation will allow us to provide complete plants that meet the most rigorous demands of the sector,” says Wagner.

For him, the motto spread by his father is still present: “To invest is to prosper, to prosper is to perpetuate”.

Anticipating trends has always been a guiding principle for the organization, says CEO Valter Furlan. “Today, the increased use of Artificial Intelligence in our processes is mandatory,” explains Valter. Automation, on the other hand, brings efficiency and greater security, says the CEO.

Custom projects generate market praise

The industrial park, located in Limeira (SP), has 400 employees. Operational excellence generates solutions that attract the attention of companies of all sizes. Furlan equipment and parts are available in Brazil and in South, Central and North America.

The mining sector is versatile. The end products of a mining or quarry include the inputs for a cell phone, automobile, medicine, food and construction materials.

Máquinas Furlan has grown and consolidated a portfolio with more than 150 pieces of equipment. It also offers a complete line of accessories and wear parts cast in steel from national and imported brands.

The 210,000 m² industrial park is home to professionals who use cutting-edge technology. These products are used for mining operations (crushing, grinding and milling) and mineral processing (classification, transportation, pyroprocessing, among others).

The customization of projects means that the company has one of the most praised services on the market. It was during this process of listening to the customer that success stories emerged, such as the improvements to the Furlan JC 1300 crusher, one of the market's favorites.

New positioning: “Furlan, essential for mining”

But the paths were not always simple. Máquinas Furlan went through a judicial recovery process, which ended in 2022. The cycle lasted 6 years, a time during which employees, customers and suppliers were even more fundamental.

Growth and innovation, common in Furlan's organizational culture, gained momentum after the cycle, with investments in modernization and expansion.

The brand’s new positioning is now available under the slogan “Essential for mining”. The company’s marketing and market intelligence coordinator, Elisangela Moriggi de Abreu, explains the repositioning using words such as respect, passion and vocation.

“Our slogan allows us to talk about the essence of everything that adds value to Furlan’s products and services. We are much more than a supplier of mining equipment; we are an indispensable partner for the success of our customers. We are passionate about what we do, respectful of our customers and have a vocation as a purpose, and that is why we are essential to mining,” says Elisangela.

Embracing robots, improving people

Being essential brings responsibilities, such as a bold infrastructure. With 3,000 m² of area, the new equipment and warehouse warehouse has a mineralogical laboratory.

Six robots that have already been sold have been purchased, with two in operation and the others expected to come into operation later this year. They reinforce the search for more efficient equipment that is prepared for the demanding working conditions of the mines.

Artificial Intelligence software simulates the operation of customers' plants and adjusts equipment capacities.

By the end of this year, the Master Plan will have consumed R$22 million. The total investment in this plan is R$50 million and will be made by 2028.

The team's development includes the creation of Furlan University and the partnership with Unicamp, through CIESP/Limeira. These are practices that aim to integrate new employees into the organizational culture and develop synergies between the Equipment, Foundry and Services areas.

Valuing people is largely a result of feminine strength. The inspiration brought by Dalva Zutin Furlan, who recently passed away, was one of the company's pillars. Geraldo's wife, Dalva brought teachings that helped shape the values ​​cultivated by the company.

Succession planning and preparation for the third generation of the family are part of the practices already underway. The Dom Cabral Foundation, one of the world's leading business schools, has contributed to the development of new leaders.

This report shows how Furlan's actions have improved the solutions offered, compared to the market. So, it's time to talk about your mining or quarry project, and find out how we can contribute to even better and more sustainable results.

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