‘Merlo City’ Signals a Shift in How Equipment Is Experienced at CONEXPO 2026
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.
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| (From left to right) Mark Sullivan (Lime Biscuit Creative), Cole Renken (Merlo America), Jennifer Brigman (Merlo America), James Roe, Francesco Brondino (Merlo Global – Italy)
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| 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.”
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| 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.”
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| “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.
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