Merlo America: People, Purpose, and a Little Bit of Personality - The Utility Expo 2025
At most trade shows, it’s easy to get lost in the sea of machines, specs, and sales pitches. But every once in a while, you meet a team that stands out — not just for what they build, but for who they are.
At the Utility Expo, I had the chance to talk with two people who perfectly represent the heart and innovation behind Merlo America: Bailey and Brig. And from our conversations, one thing was clear — Merlo is a company that blends technology, teamwork, and just the right amount of humor.
The Machine that Thinks With You
Bailey walked me through Merlo’s attachments and smart systems, and it was immediately obvious that their focus goes far beyond hardware.
Merlo’s Adaptive Stability Control System (ASCS) is designed to make every operator safer and more efficient. Through built-in sensors and load recognition, the system automatically adjusts load charts, tilt sensitivity, and performance settings depending on the attachment being used.
That means the operator doesn’t need to manually calculate weight or worry about overextending — the machine already knows.
As Bailey put it:
“You don’t have to be a seasoned operator anymore — the machine does a lot of the thinking for you.”
This approach not only boosts safety but also shortens the learning curve for new operators. It’s innovation built around people, not just performance.
Merlo’s design philosophy is clear: make the machine intuitive enough that anyone can step in, learn fast, and get the job done right.
The Skeleton Crew That Started a Movement
If Bailey represents Merlo’s brains, Brig represents its heart.
She told me the hilarious and surprisingly meaningful story of Merl, the office skeleton who started as a prank for a coworker’s 30th birthday — “the death of youth,” as Brig joked.
Merl quickly became part of the team, complete with a work outfit and an ever-changing role in the office and at trade shows. Over time, he got company: Evelyn, Frank the Foreman, and Roffus — each with their own personality and backstory.
What started as a simple joke has evolved into a genuine team tradition.
“We take our work seriously, but we don’t take ourselves too seriously,” Brig said with a grin.
That’s what makes Merlo special. They build machines that support infrastructure and industry, but they also build camaraderie, creativity, and connection. Merl and his crew may be made of plastic bones, but they represent something very real — the spirit of the people behind the product.
Looking Ahead to ConExpo
Brig also shared a glimpse of what’s next for Merlo America — and it’s as innovative as it is engaging.
At ConExpo, Merlo is planning a booth experience that goes beyond static displays. Visitors will embark on a journey, interacting with different stations, earning upgrades on a “boarding pass,” and learning about Merlo’s products in hands-on, gamified ways.
They’re even bringing in IndyCar driver James Roe, who will be racing attendees in simulators and sharing stories about leadership and performance — values that Merlo holds close.
This kind of interactive approach reflects Merlo’s broader message: learning and engagement should be fun, memorable, and meaningful.
More Than a Machine Company
After talking with both Bailey and Brig, one thing is certain — Merlo America isn’t just building telehandlers. They’re building a brand powered by passion, personality, and purpose.
Their technology empowers operators. Their culture empowers people.
And together, that combination is what truly lifts Merlo above the rest.
As Brig said, “We’re not family, but we’re a tight-knit group.”
And that connection — between technology, teamwork, and a touch of humor — is exactly what makes Merlo so remarkable.
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Merlo America
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