NEW BEGINNINGS

2024 marks a significant year for Merlo in Ireland, as the company embarks on a fresh chapter with the appointment of two new dealers, and the announcement of a third just around the corner.

Previously operating through a distributor model in the country, Merlo has shifted to a dealer network strategy, a move that reflects its commitment to strengthening its presence and customer relationships in Ireland. This dealer-centric model, already successful in other regions, places customer service and aftersales support at the core of the business, ensuring that Merlo not only continues to grow its market share but also enhances the customer experience.

EXPANDING THE IRISH MARKET

Merlo’s decision to transition to a dealer network in Ireland is part of a broader strategy aimed at positioning the company as a key player in the Irish telescopic handler market. The appointment of FJS Plant Ltd. and Jim Power Agri Sales Ltd. as new dealers has already garnered positive attention, and the soon-to-be-announced third dealer will further solidify Merlo’s footprint in the southwest of the country.

The agricultural and construction sectors within the Republic of Ireland represents a growth area for Merlo. With these partnerships in place, Merlo is confident that its customers will benefit from improved access to parts, service, and the latest product offerings.

The new model also aligns with Merlo’s global strategy of expanding its reach by working closely with local partners. By transitioning to this dealer network model, Merlo aims to provide more localised after-sales support. As the Irish market for telescopic handlers continues to grow, Merlo is committed to strengthening its brand presence and building lasting relationships with its customers in the region.

Paolo Merlo, CEO and President of Merlo Group, emphasised the importance of the Irish market in the company’s global expansion plans. “The Irish telescopic handler market continues to grow year on year, which is very encouraging,” He continued “As a family-owned and progressive business, we are committed to increasing our presence globally, and Ireland is a key part of our future plans.”

This sentiment is echoed by Shaun Groom, General Manager of Merlo UK and Ireland. Groom expressed his confidence in the new dealer partnerships and the positive impact they will have on customers. “Our goal is to provide Merlo customers with exceptional support and service,” Groom explained. “By partnering with FJS

Plant Ltd, Jim Power Agri Sales Ltd, and our soon-tobe-announced third dealer, we are confident that Merlo owners will experience enhanced accessibility to parts, service, as well as to the latest product offerings.”

These new partnerships represent a major step forward for Merlo in Ireland. By working with local dealers who understand the needs of the Irish construction and agricultural markets, Merlo is not only positioning itself to grow its market share but also ensuring that its customers receive the best possible service.

RAISING THE PROFILE AT KEY EVENTS

Merlo’s increased focus on the Irish market was evident at the 2023 National Ploughing Championships, held in Ratheniska, Co. Laois. This high-profile event, which attracted 244,000 visitors across three days, provided Merlo with a valuable opportunity to showcase its diverse range of products. The Merlo stand saw a significant number of visitors, including both existing and potential customers, keen to learn more about the company’s latest products and innovations.

The range on display included a wide selection of material handling machines, from versatile tracked carriers - the CINGO through compact and medium capacity telehandlers, along with a stabilised telehandler and the impressive 30m high rotating telehandler - the ROTO, which made the stand hard to miss. With both small and large machines on show, visitors had the chance to appreciate the breadth of Merlo’s product range.

The stand was manned by a combination of Merlo personnel and dealer representatives with expertise across both the construction and agricultural sectors. This provided a perfect platform for Merlo to highlight its commitment to delivering high-quality products and customer service.

LOOKING AHEAD: NEW HEADQUARTERS, A STRENGTHENED DEALER NETWORK, SHOWCASING INNOVATION

In the coming months, Merlo Ireland is set to complete on a head office, which will include an all-important dedicated parts department. This new facility will serve as the central hub for the company’s Irish operations, streamlining support services and ensuring faster delivery of parts to customers across the country. By establishing a local headquarters, Merlo demonstrates its long-term commitment to the Irish market.

The addition of a third dealer in the southwest region, along with FJS Plant Ltd. and Jim Power Agri Sales Ltd., will complete Merlo’s dealer network in Ireland. This will ensure that Merlo customers, regardless of their location, have easy access to the company’s products, parts, and after sales service. The expanded network is designed to provide localised expertise, and a higher level of customer care, all of which are critical to Merlo’s success in Ireland.

From November 12th to 14th, visitors will have the opportunity to meet the Merlo Ireland team and dealer representatives, and to explore the range of Merlo machinery at the FTMTA 2024 Show, taking place indoors at Punchestown racecourse, Naas, Co Kildare. This event serves as an ideal platform to showcase Merlo’s latest innovations and reinforce its commitment to the Irish market.

LOCK IN 0% FINANCE

Until the end of January 2025, Merlo is offering customers the chance to lock in 0% finance on their equipment purchases. This limited-time offer, available in partnership with finance provider DLL Leasing DAC, allows customers to manage their finance payments with greater certainty and affordability. Terms and conditions apply, and full details of the scheme can be found on the Merlo Ireland website: https://campaign.merlo.com/merlo-irl-retailfinance-schemes

WIN A MULTIFARMER FOR A YEAR

To further boost its profile and engage with the agricultural community, Merlo Ireland has launched an exciting competition in collaboration with Agriland, Ireland’s leading agricultural news outlet. The competition offers the chance to win the use of a Merlo Multifarmer for a year, The winner will be announced on social media following the FTMTA show in November. To stay updated and for a chance to win, make sure to follow @merloIRL on Facebook and Instagram.

With a clear focus on strengthening customer support, enhancing dealer partnerships, and raising brand awareness, Merlo is well-positioned for success in Ireland. The shift to a dealer network model, combined with the company’s long-term commitment to the Irish market, marks the beginning of an exciting new chapter for Merlo in Ireland.