Merlo Deutschland

What Merlo Deutschland does

Merlo Deutschland GmbH is the exclusive German importer, distributor, and service hub for Merlo S.p.A. (Italy), serving the German market with telescopic handlers (Teleskoplader) since 1996 from its headquarters in Bremen. The company distributes approximately 80 models across eight series — eWorker (electric compact), Kompakt, Medium, Standard, Multifarmer, Schwerlast, Panoramic, and Roto — spanning lifting capacities from 2.5t to 12t and boom heights from approximately 6m to 35m. Its portfolio addresses material handling needs in construction, agriculture (notably low-clearance livestock barns), industrial and logistics operations, municipal public works, and civil protection applications (fire brigades, THW, DRK). The German entity is a wholly-owned subsidiary of the family-owned Italian industrial group Merlo S.p.A., with Managing Directors Henrich Clewing and Paolo Merlo.

The business is anchored on indirect distribution through a Germany-wide authorized dealer and service partner network, with no direct sales to end customers. Merlo Deutschland supports this channel with a central spare parts warehouse, an in-house workshop in Bremen, and the Merlo Academy training facility, which delivers paid operator certification (Bedienercard per DGUV Grundsatz 308-009) and technical seminars for dealer service technicians at €280-€540 per course. Revenue streams include new telehandler sales, certified pre-owned machine resales, spare parts supply, workshop services, and training. Technology differentiation rests on the proprietary ASCS adaptive stability control system, the patented integrated side-shift mechanism, the unique CS hydropneumatic cab suspension, the CVTRONIC continuously variable transmission, and the fully electric eWorker platform with optional Drive & Steer work platform control.

Name

Merlo Deutschland

Legal name

Merlo Deutschland GmbH

Website

https://merlo.de

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Merlo Deutschland GmbH is the German importer and service arm of Italian telehandler manufacturer Merlo S.p.A., distributing ~80 models across 8 product lines through a nationwide authorized dealer network serving construction, agriculture, civil protection, and municipal customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Bremen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. New Telescopic Handler Sales: Primary revenue stream. Merlo Deutschland imports and distributes new telehandlers from Merlo S.p.A. (Italy) through an authorized dealer network across Germany. Machines are individually configured per customer order with extensive variant options across 8 model series (eWorker, Kompakt, Medium, Standard, Multifarmer, Schwerlast, Panoramic, Roto).
2. Used Telescopic Handler Sales: Merlo Deutschland also resells pre-owned telehandlers that are fully inspected and come with complete documentation. This extends the product lifecycle and serves price-sensitive or entry-level buyers.
3. Spare Parts Supply: Central German spare parts warehouse operated by Merlo Deutschland supplies original replacement parts to dealers and end customers nationwide. This provides recurring parts revenue tied to the installed base of machines.
4. Workshop Services: In-house workshop in Bremen performs repairs, maintenance, and warranty work. Services are offered to dealers and direct customers.
5. Professional Training Seminars: Merlo Germany Academy runs fee-based training courses for operators (bediener) and authorized dealer technicians. Courses include operator licensing (Bedienercard), technical in-person seminars, and online technical webinars. Pricing ranges from 280€ to 540€ per participant per course.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Merlo Deutschland GmbH is the exclusive German importer and distributor of Merlo S.p.A. (Italy) telescopic handlers, offering eight machine series ranging from compact 2.7t/5.9m electric models to heavy-duty 12t/35m rotating handlers. The company distributes through a nationwide authorized dealer and service partner network and provides centralized spare parts supply, an in-house workshop in Bremen, and a manufacturer training academy for operators and dealer technicians.

Product overview

Merlo Deutschland distributes telescopic handlers (Teleskoplader) from Italian manufacturer Merlo S.p.A., offering seven product series across various capacity and height classes. The portfolio includes eWorker (electric compact), Kompakt, Medium, Standard, Multifarmer (telescopic tractor), Schwerlast (heavy-duty up to 12t), Panoramic, and Roto (rotating) series. These modular machines share a common architecture of hydrostatic drive, hydraulic attachment carrier systems, and ASCS stability control, supporting a wide range of attachments including work baskets (up to 35m), winches, hooks, and buckets. The company also sells pre-owned machines, provides operator and technical training services, and operates the SAV warranty/service system. Products range from compact 2.7t/5.9m models to heavy-duty 12t/35m machines, with specialized variants for agriculture, construction, firefighting, and disaster relief applications.

Differentiator

Problem solved

Functional benefit

Brands

• Merlo: International leading Italian manufacturer of construction machinery, agricultural machinery, municipal vehicles, and attachments. Core product: terrain-capable telescopic handlers in various performance and size classes.
• eWorker
• Turbofarmer
• Panoramic
• Multifarmer
• Roto
• Cingo
• CS (Cab Suspension)

Products and services

• eWorker Fully electric compact telescopic handler series offering emissions-free operation for indoor and noise-restricted use, with 2.5t lifting capacity, 5m lift height, 90 PS electric motor, and optional work basket attachment with Drive & Steer from platform.
• Kompakt
• Medium
• Standard
• Multifarmer
• Schwerlast (Heavy-Duty)
• Panoramic
• Roto
• Anbaugeräte (Attachments)
• Gebrauchtmaschinen (Used Machines)
• Merlo Academy Schulungen (Training Services)
• Cingo
• Ersatzteile (Spare Parts Supply)
• Workshop Services

Quantifiable outcome

• Telescopic handlers can move loads up to 12 tonnes with boom reach up to approximately 35 meters height
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• Steinwedel Arbeitsbühnen und Baumaschinen e.K.regionalChannel Partner/ Reseller/ DistributorRegional Merlo partner based in Hildesheim, Germany, specializing in custom builds and special equipment solutions for fire brigades and disaster response organizations. Partner since approximately 6 years as of 2025. Key contact: Dirk Schumacher (Sales Area Manager), Tobias Kassel (firefighter background enabling practical custom solutions). Steinwedel workshop delivers custom integrations such as RETTBOX acoustic signal systems, lighting, emergency vehicle radio integration, breathing apparatus mounts, and specialized painting.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• JCB: UK-headquartered major telehandler OEM with Loadall as its flagship. Sells through a deep German dealer/service network and competes directly with Merlo on construction, agricultural and rental-fleet business across capacity classes.
• Manitou Group: French global OEM of telehandlers, aerial platforms, and rough-terrain forklifts. Manitou is the closest direct competitor to Merlo across nearly every telehandler class (compact, standard, heavy-lift, rotating) and competes head-to-head in the German dealer channel.
• Dieci: Italian telehandler OEM with comparable product positioning (compact, agri, heavy-lift, rotating). Comparable on product profile and geographic origin, and competes for the same European and German channel partners.

Broad incumbents

• Bobcat Company: Compact loader and telehandler OEM (Doosan Bobcat). Competes with Merlo's Kompakt and eWorker lines in tight-space construction and indoor applications, and overlaps in rental channels.
• Caterpillar: Global construction-equipment incumbent offering telehandlers (via Cat TH series) and a much broader portfolio. Overlaps with Merlo in construction-industry accounts and has meaningfully greater scale, dealer network, and financing capability.
• Genie (Terex): Major aerial-work-platform brand within Terex; directly comparable to Merlo's Roto work-basket and Hubarbeitsbühne offerings in the elevated-work-segment, with overlap in rental and industrial customers.
• Wacker Neuson: German-listed broad compact-construction-equipment manufacturer with telehandlers, wheel loaders, and excavators under its own and Kramer brands. Overlaps with Merlo in compact and standard telehandlers, plus has a stronger German direct dealer footprint.
• Haulotte: French aerial-work-platform OEM. Overlaps with Merlo Deutschland in the elevated-work, basket-bearing rotating telehandler segment and in rental-fleet customer accounts in Germany and broader Europe.
• Liebherr: Swiss/German broad-line construction-equipment OEM with telehandlers in its portfolio alongside tower cranes, earthmoving, and concrete. Competes with Merlo at the heavier capacity end and in mixed-fleet customer environments.

Emerging players

• Weidemann: German Hof/Sauerland-based compact material-handling equipment maker focused on agricultural and municipal buyers. Direct overlap with Merlo's Multifarmer and compact telehandler segments and operates in the same end-customer verticals in Germany.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/UkMerlo
• YouTubeyoutube.com/channel/merlo-deutschland
• Facebookfacebook.com/merlodeutschland
• LinkedInde.linkedin.com/company/merlo-deutschland-gmbh
• Instagraminstagram.com/merlo_deutschland

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Merlo Deutschland