2024 marks a significant year for Merlo in Ireland, as the company embarks on a fresh chapter with the appointment of three new dealers. Previously operating through a distributor model, 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.
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. Both the construction and agricultural sectors within the Republic of Ireland represent a growth area for Merlo. With new dealer 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 throughout the island of Ireland. On the construction side, D A Forgie have been a Merlo dealer in Northern Ireland for over ten years.
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 Nunan Farm Machinery, 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.
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.