Rick Fernandez Joins Merlo America as Product Manager

Rock Hill, South Carolina - Merlo America LLC., a construction equipment manufacturer, has appointed Rick Fernandez as its new product manager, bringing over 20 years of experience in manufacturing, operations, product development, and customer care. Fernandez will focus on enhancing customer engagement, supporting dealer networks, and driving innovation as Merlo expands its presence in the U.S. market.

Fernandez’s career spans leading companies such as Ford Motor Company, Mitsubishi Caterpillar Forklift America (now Logisnext), and Hangcha Forklift America. His experience covers all stages of the product lifecycle, including production supervision, quality control, marketing, and product management.

A Michigan native and Michigan State University graduate with degrees in business, marketing, and supply chain management, Fernandez began his career in the automotive sector, gaining foundational experience with OEMs like Ford. He later spent 18 years at Mitsubishi Caterpillar Forklift America, developing customer-focused product initiatives and collaborating across engineering, design, and sales teams. At Hangcha, he introduced marketing strategies, dealer training programs, and customer insight initiatives.

Joining Merlo America represents a new challenge. Fernandez will oversee product development, dealer and customer support, marketing materials, field performance analysis, and continuous improvement projects. “No two days are the same,” he said. “Every task, from field troubleshooting to dealer training, contributes to delivering a better product and experience for our customers.”

Fernandez joins Merlo during a period of strong growth as the company expands its market share in construction, agriculture, and forestry. Jennifer Brigman, vice president of strategy and operations, commented: “Rick’s operational expertise, cross-functional leadership, and focus on continuous improvement make him a perfect fit for our hands-on culture. He will play a key role in scaling operations and strengthening dealer support.”

Looking ahead, Fernandez is focused on listening to dealers and customers and ensuring Merlo America is recognized for quality, reliability, performance, and innovation.

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