Merlo America announced the appointment of Rick Fernandez as its new product manager, bringing more than two decades of experience in manufacturing, operations, product development and customer care to the telehandler brand.
Fernandez joins Merlo America following an impressive career with some respected names in the industry, including Ford Motor Company, Mitsubishi Caterpillar forklifts, and Hangcha forklifts. His background spans every facet of the product lifecycle, including production supervision, quality control and product management and marketing, making him a valuable addition to Merlo’s expanding operations within the United States.
“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.”
Outstanding OEM Experience
A Michigan native and graduate of Michigan State University with degrees in business, marketing and supply chain management, Fernandez began his career in the automotive sector, working closely with major OEMs such as Ford Motor Company in a manufacturing capacity, a formative experience that set the foundation for his career in product development.
“It was bootcamp for manufacturing in the sense that I learned more in those four years than at any other point in my life, from operations to quality control and process improvement,’ he said.
In 2006, Fernandez relocated to Houston to join Mitsubishi Caterpillar Forklift America, now known as Logisnext, where he spent 18 years holding several key positions. His diverse experience there, spanning fleet management, quality control and eventually product management, allowed him to shape customer-focused product initiatives and collaborate with engineering, design and sales teams.
Later, at Hangcha Forklift America, Fernandez helped develop new product marketing strategies as well as dealer training initiatives and introduced customer insight programs to guide future product design.
Moving to Merlo America
When the opportunity with Merlo America came along, Fernandez saw the chance to bring his experience into a new segment and a new challenge. “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.”
As product manager, Fernandez will oversee a range of product initiatives, including product development, dealer and customer support, marketing collateral, field performance analysis and continuous improvement projects. He has already been hands-on with Merlo’s lineup as the team prepares for upcoming trade shows and new product development.
“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. What drives me is understanding how every piece of what we do, from the field to the front office, contributes to the bigger picture. I don’t claim to have all the answers, but I do believe in listening closely, building trust and staying grounded in the realities of the job site. Growth isn’t just about scale, it’s about strengthening the systems, people and partnerships that make it all work.”
Fernandez joins Merlo America during a period of strong growth and momentum as the company continues to expand its presence in the American market. Known globally for its telehandlers, Merlo is focused on increasing its visibility and market share across key sectors including construction, agriculture and forestry.
“Merlo is an incredibly driven and forward-thinking company,” Fernandez said. “They know who they are, they know where they want to go and they have a solid plan to get there. Being part of that journey excites me.”
Fernandez’s experience working across all stages of product development, from manufacturing floor to market launch, makes him a natural fit for Merlo’s mission to combine European engineering excellence with a deep understanding of the American customer.
Emphasising Merlo America’s excitement for having Fernandez join the team, Jennifer Brigman, vice president of strategy and operations said: “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.”
Looking ahead, Fernandez is focused on expanding Merlo America’s customer engagement efforts and strengthening feedback loops between the field, engineering and sales teams.
“For me, it’s all about listening to our dealers, to our customers, to the market,” he said. “I want Merlo America to be a name that customers in the U.S. associate with quality, reliability, performance and innovation.”
Source: www.constructionequipmentguide.com
