Merlo Group opens a subsidiary in the USA

An initial phase, lasting about ten years, to test the potential of the US market by operating with an importer, then the opening of Merlo America Llc (Mus), a subsidiary in South Carolina, in Rock Hill to be precise. The Italian group is thus consolidating its position in the agricultural and industrial mechanisation markets, with a growth favoured by a well-structured industrial plan supported by digital modernisation and modernisation of the San Defendente plant, as well as investments in research and development. The next goal is to increase production volumes to 10 thousand machines per year from the current 8 thousand to meet the expected growing demand. The subsidiary is not only the headquarters in the USA for sales and marketing activities, but will also offer technical assistance and high-level training courses that are essential to train other dealers. Merlo thus intends to grow in the US not only with its construction equipment rental business but also by growing in the segment of high-capacity and rotary telehandlers. Then there is the agricultural equipment market where the company wants to gain new shares by exporting the Turbofarmer and Multifarmer ranges. A strategy that will lead to more than twenty employees joining the company.

"Merlo America is committed to providing exceptional value and unparalleled service to its customers in the construction, rental and agriculture industries," comments Cole Renken, general manager of Merlo USA. "Our strategic investment in expanded parts inventory, advanced technical services and comprehensive product training demonstrates our dedication to meeting the specific needs of the US market. With this focused approach, Merlo America will become one of the most trusted and reliable partners for telehandlers in the United States." Prior to joining the Italian group, Renken worked for companies such as Cnh Industrial, Volvo Ce and Bomag Americas, among others. Merlo is present across the border with subsidiaries in France, Germany, England, Spain, Poland and Australia, while the sales network includes more than 80 importers and 600 dealers. Of the 8,700 machines produced in 2023, of which 7,500 telehandlers and 700 compactors, over 80% were exported, a made in Italy that the market recognises and rewards. "The opening of an official office in the United States was an extremely important and ambitious goal for Merlo," points out Paolo Merlo, President and CEO of the Merlo Group. "Our telehandlers are already very well known in the States, but we still have significant growth opportunities, especially in the agricultural sector.