Merlo Hosts First Virtual Dealer Conference

Merlo Leads the way with Innovative Virtual Dealer Conference

In November 2025, Merlo took a bold step forward, delivering its annual Dealer Conference in a brand‑new virtual format that places innovation at the heart of dealer engagement. The 90‑minute online event brought Dealer Principals together from across the country for an energetic, information‑packed session - demonstrating once again that Merlo isn’t just innovating in machinery, but in how it supports its partners.

A Fresh Approach to Dealer Engagement
Led by General Manager Shaun Groom, the virtual conference showcased Merlo’s continued commitment to evolving with the needs of its dealer network. Blending live presentations with professionally produced short films, the event delivered a dynamic experience designed to inform, motivate and inspire.

Attendees were shown highlights from Agritechnica 2025, including updates on the latest agricultural products, presented with product updates from bauma2025 alongside sessions covering:

• Economic outlook for construction and agriculture

• Sales strategies for the year ahead

• After‑sales priorities and service improvements

• Marketing insights and upcoming initiatives

The result was an engaging format that kept attention high and delivered real value for dealers preparing for the year ahead.

Shaun Groom commented: “Our goal was to create a dynamic and informative event that reflects the innovative spirit of Merlo. The positive feedback from our dealer principals confirms that this new format delivered real value.”

Celebrating Excellence Across the Merlo Network
A key highlight of the conference was the reveal of the 2025 Merlo Dealer Award winners - recognising the outstanding contributions of dealer partners across the UK. Winners were further celebrated later in the week at an Award Winners’ Dinner.

2025 Merlo Dealer Award Winners:

• Parts Dealer of the Year: Ramsay & Jackson Ltd

• Service Dealer of the Year: Hardwick Agricultural Engineers Ltd

• Agricultural Sales Dealer of the Year: A F Wiltshire Ltd

• Construction Equipment Sales Dealer of the Year: D. A. Forgie

• Dealer of the Year: Cooks Midlands Ltd

Darren Cook, Managing Director of Cooks Midlands and recipient of the overall Dealer of the Year Award, praised his team for their dedication. He shared that achieving this award had been a personal ambition since taking over the family business in 2020—a testament to the hard work and drive behind their success.

Innovation That Goes Beyond Machinery
Merlo’s commitment to innovation is well known when it comes to product engineering, but the success of this virtual conference proves the same forward‑thinking approach is embedded throughout the business.

By embracing new digital formats and delivering content tailored to the real‑world needs of its dealer network, Merlo UK is strengthening partnerships and equipping its dealers with the tools, insights and confidence needed for the year ahead.

Looking Ahead
The overwhelmingly positive response to this year’s virtual conference sets a strong foundation for future dealer engagement initiatives. Merlo remains focused on driving innovation—not only through its machines but through every aspect of its relationship with dealers.

This commitment ensures that Merlo and its partners continue to lead the way in sales excellence, service performance and customer satisfaction across both the agricultural and construction sectors.

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