Premier Distributor Spotlight: Cross Company


Founded in 1954, Cross Company is an industrial solutions provider specializing in various industries including robotics, mobile system integration and flow and safety technologies. Cross Company is 100 percent employee-owned with over 600 associates focused on creating tangible value for customers. The Mobile Systems Integration group is a division of Cross Company, which is headquartered in Greensboro, North Carolina.

We spoke with Cross Company, MSI Group President Mike McVay, Mobile Controls Product Manager Wade Wessler and Engineering Manager Jeff Curlee to learn more about how their specialized expertise provides custom solutions for their customers.


What advantages does your company culture provide the marketplace?

Mike: At Cross Company, hiring and retaining top talent is a key part of our strategic plan. We put it in writing and pursue that goal every single day. We provide a safe, fun, interesting and challenging place to work. As employee owners, we are totally invested in the success of our company, and that success is not possible unless we provide world class service to our customers.


What unique needs do your customers have and how do you solve them?

Mike: Because of our expertise and the investment we have made in engineering talent, we are uniquely qualified to help our mobile OEM customers develop full machine solutions. Most of our customers have an idea of how they want their machine to operate, but they do not have the technical expertise to design and execute a solution. Because of the investments we have made and continue to make in engineering talent, we assist our customers to develop unique solutions that are easy to troubleshoot, increase production rates, reduce scrap and most importantly bring tangible value to their customers.


What is a competitive advantage you provide your customers?

Mike: When we design a system or complete system for our mobile OEM customers, we want them to have a competitive advantage in the market. Whether it be speed, quality, costs, increased production rates, easier troubleshooting or other intangible improvements (reduced noise of operation, leak proof operation, reduced emissions, etc.) when they succeed, we succeed.


What trends do you find important for 2020 and how would you use Murphy products to address those needs?

Wade: As a mobile OEM system integrator, one continuing trend is easier troubleshooting for an operator so that there is less machine downtime. No matter how outstanding your machine design is, if it’s not running because you can’t troubleshoot issues, then it is a faulty design. We incorporate advanced diagnostics into each of our designs, and a high-quality display is critical. This is the first place a machine operator goes to begin to diagnose operational data. Murphy by Enovation Controls manufactures high-quality, easy to program, mobile vehicle displays.


Why do you tell your customers to use Murphy products?

Jeff: Murphy by Enovation Controls products are robust, of exceptional proven quality, easy to interface with a Tier IV electronic engine, have fantastic direct sunlight readability and are easy to customize for their applications. The technical application support we receive, and they will receive from Murphy by Enovation Controls, is second to none.


How does your company conquer complexity by integrating Murphy products into system solutions?

Jeff: The main goal of Cross Company’s Mobile Systems Integration group is to select the components that work the best for any given application and that give our customer partners a competitive advantage. This means integrating many different brands of hydraulic, electric and control components. These can be very complex systems to integrate that “speak” different languages, but with our very strong engineering team, we develop overall designs that are superior. One of the keys to any complex system is the operator interface. Regardless of how complex or simple, if an operator cannot easily understand how to operate and troubleshoot a machine, then you have a problem design. Our controls engineers have been custom programming Murphy by Enovation Controls displays and other CAN based systems for over 15 years. We have the expertise in house to develop a system that is right for you.


What is the most interesting use of Murphy products you have seen a customer use?

Wade: Most of our focus at Cross MSI has been to utilize the Murphy by Enovation Controls displays as engine interfaces, typically displays that are customized for specific customer and application that are connected to Tier IV diesel engines. We have a vast amount of experience here connecting to all different vendors’ engines ranging from John Deere, Caterpillar, Yanmar, JCB, to Kubota. Sometimes there are auxiliary inputs from devices such as throttle pedals, fuel level sensors and temperature sensors. Sometimes we apply radio remotes that are used to control a machine remotely. Whether your project is complex or simple, we can design a system to meet your needs.




“We have an exciting announcement for Cross Company, and our Mobile Systems Integration (MSI) Group, that we would like to share with you. As our focus has shifted to complete system solutions that optimize your vehicle’s functions, we have quickly run out of room on our production/warehouse floor.

We are proud to announce the new Cross MSI “Mobile Technology Center” located less than ½ mile from our headquarters here in Greensboro, NC. This 8,000 square foot facility has a 4,000 square foot section with twin hi-boy roll-up doors for bringing in our customers’ machines and an additional 4,000-foot section for custom panel building and developing custom hose kits.”

The new MSI Mobile Technology Center is now open and ready to serve you.

To learn more about Cross Company, visit


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