At CONEXPO 2026, Merlo America's booth became an interactive journey, bringing together global teams and focused conversations that guided attendees from first impressions to a clearer understanding of its broader capabilities, inviting them to see where they could go with Merlo, alongside immersive experiences including racing simulators with professional racecar driver James Roe.

In a show defined by scale and spectacle, Merlo America carved out a presence at CONEXPO-CON/AGG 2026 that was difficult to overlook. Its "Merlo City" booth concept drew steady foot traffic throughout the event and, more importantly, sparked conversations and challenged long-held assumptions, leaving a lasting impression on attendees from various industries.

Rather than presenting a traditional equipment display, Merlo City was designed as an experiential environment, with Merlo America inviting visitors to move through a space that reshaped how they viewed Merlo machinery. For many, it became a point of discovery, revealing capabilities and applications they had not previously considered.

"Attendees who visited the Merlo America booth were visibly impressed by what Merlo City had to offer," said Jennifer Brigman, Vice President of Strategy and Operations. "A common response when learning more was, 'I didn't know...' and that moment of realization was exactly what we came for. CONEXPO provided the perfect platform to demonstrate that Merlo machinery can elevate operations far beyond what many expect."

Sparking Curiosity

While the immersive design of Merlo City naturally enticed attendees, it was the depth of engagement that defined the experience. Throughout the event, the Merlo America team focused on meaningful, one-on-one conversations, taking time to deepen their understanding of the unique challenges faced by contractors and operators across the U.S.

"For me, the biggest highlight wasn't a single moment, but seeing those interactions unfold again and again. This industry grows through relationships, and you could feel that happening in real time," Brigman shared.

That approach resonated with visitors, many of whom noted the welcoming, approachable environment, with one attendee describing the hospitality at the Merlo America booth as "amazing". Cole Renken, General Manager of Merlo America, emphasized the significance of that feedback: "We wanted people to feel comfortable enough to ask questions, challenge us, and really explore what our equipment can do."

A Global Brand Takes Center Stage

A defining element of Merlo America's presence was the strong international collaboration on display in the booth. Teams and partners from across the Merlo network, including Merlo UK & Ireland, Merlo Australia and New Zealand, Merlo Italy, and Canadian distributor Manulift, came together in Las Vegas, reflecting both the company's global footprint and the shared expertise that supports it.

"Being part of a global organization with more than 60 years of innovation is something we're incredibly proud of. Having that collective knowledge on-site allowed us to showcase our vast machinery line-up, but also the depth of experience and Italian engineering excellence behind them," Renken said.

Meanwhile, energy within Merlo City peaked around the "Are You Faster Than a Race Car Driver?" challenge, where attendees tested their skills against INDY NXT driver James Roe on professional-grade racing simulators. This element of the booth experience reinforced a core message around control, responsiveness, and precision, qualities that bridge motorsport and Merlo equipment.

(Merlo Austrailia)

"James' approach to innovation and precision mirrors what we aim to deliver in our machines. It created a powerful connection between high-performance driving and high-performance jobsite solutions, one that team members and attendees alike thoroughly enjoyed," said Brigman.

Redefining The Telehandler

For many visitors, the most lasting impression came from a shift in perspective. While Merlo America is widely recognized for its telehandlers, CONEXPO 2026 provided a platform to showcase a broader, more versatile portfolio. From electric machines and tool carriers to agricultural equipment and a wide range of attachments, the display demonstrated how Merlo technology adapts across industries and applications.

"Too often, machines in this space are perceived as single-purpose tools. What we demonstrated at CONEXPO is that Merlo equipment is designed differently; it's built to adapt and to take on multiple roles on a jobsite," Brigman explained.

Features such as the integrated attachment recognition system, which automatically updates load charts on a full-color display, further reinforced that versatility, supporting operators with greater efficiency, confidence, and clarity in the field.

Attendees taking part in thrilling James Roe INDY

racing simulator experience

A Team That Elevates

Beyond the green machines, Merlo America used CONEXPO as an opportunity to highlight its internal culture, one centered on growth and continuous improvement. "Our purpose is to build future leaders. Over the course of the event, I saw our team step up in every way, from product knowledge to customer engagement. That stood out just as much as the equipment itself," shared Brigman.

As the industry reflects on CONEXPO-CON/AGG 2026, Merlo America's presence stands out for both its scale and its impact. By blending immersive storytelling with a clear emphasis on the operational flexibility of its machinery, the company created an experience that engaged attendees in the moment and shifted perceptions well beyond the show floor.

Renken summarizes: "CONEXPO is where the industry comes to see what's next. For us, it was an opportunity to show how far a business can go with the right machine and the right partner behind it."

To learn more about Merlo America's presence at CONEXPO-CON/AGG 2026, or to access event imagery, click the link below to view the media kit.

Renken summarizes: "CONEXPO is where the industry comes to see what's next. For us, it was an opportunity to show how far a business can go with the right machine and the right partner behind it."

To learn more about Merlo America's presence at CONEXPO-CON/AGG 2026, or to access event imagery, click the link below to view the media kit.

For more information please contact:

Grace Galler

Account Manager

Daredevil PR

grace.galler@daredevilpr.com

About Merlo America

Merlo America represents Merlo Group, a global leader in telehandler technology and design. Headquartered in South Carolina, Merlo America delivers innovative solutions in material handling, forestry, construction and agriculture, designed and manufactured in Italy. With a product line focused on versatility, innovation and operator-efficiency, Merlo products, attachments and technologies are used in industries ranging from agriculture and construction to forestry and rental. Backed by a robust dealer network and dedicated support team, Merlo America is committed to helping U.S. end-users do more with confidence. See Where You Can Go with Merlo at MerloAmerica.com