Merlo America has appointed industry veteran Rick Fernandez as its new product manager, bringing more than 20 years of experience in product development, manufacturing and customer support to the U.S. telehandler brand.
Fernandez’s career includes roles at Ford Motor Company, Mitsubishi Caterpillar Forklifts (now Logisnext) and Hangcha Forklifts, where he gained experience in production supervision, quality control, product management and marketing.
“When I was a kid, I never imagined I’d be working for a company that builds telehandlers,” Fernandez said. “But once I found my way into product management, I fell in love with the process, understanding how products are built, what customers need and how to make those things come together seamlessly.”
A Michigan State University graduate with degrees in Business, Marketing and Supply Chain Management, Fernandez started his career in the automotive sector, working closely with major OEMs. He described this early experience as “bootcamp for manufacturing,” providing insight into operations, quality control and process improvement.
In 2006, Fernandez joined Mitsubishi Caterpillar Forklift America in Houston, holding several positions spanning fleet management, quality control and product management. Later, at Hangcha Forklift America, he helped develop product marketing strategies, dealer training programs and customer insight initiatives to guide future product development.
Fernandez said the move to Merlo America represented a new challenge and an opportunity to expand into telehandlers. “I was ready to challenge ahead into different products, and after 20 years specialising in forklifts, I wanted to take that foundation and apply it to something new. When I walked into Merlo for the first time, the culture, the people and the energy immediately stood out. It just felt right.”
At Merlo America, Fernandez will oversee product development, dealer and customer support, marketing materials, field performance analysis and continuous improvement initiatives. “No two days are the same,” he said. “It might be field troubleshooting one day, building spec sheets the next or working on dealer training and customer materials. What’s exciting is seeing how every piece of what we do connects to delivering a better product and experience for our end users.”
Merlo America, known for its telehandlers, continues to expand its presence in the U.S. market across construction, agriculture and forestry sectors. Fernandez emphasized the importance of customer engagement and field feedback in guiding product decisions. “For me, it’s all about listening to our dealers, to our customers, to the market. I want Merlo America to be a name that customers in the U.S. associate with quality, reliability, performance and innovation.”
Jennifer Brigman, vice president of strategy and operations, added: “Rick joins our team with a proven track record of driving operational excellence and fostering cross-functional alignment. His depth of experience and pragmatic leadership style are a natural fit for our boots-on-the-ground culture. With a sharp focus on product lifecycle strategy and continuous improvement, Rick will play a pivotal role as we scale our operations and enhance dealer support across our ever-expanding market.”
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