Merlo is taking over direct sales in Germany. After 33 years, the cooperation with long-time partner Heinrichs is ending. The Italian telehandler manufacturer is thus relying on its own distribution model and is completely buying out Heinrichs' business shares.
For over three decades, Heinrichs was the central distribution channel for Merlo machines on the German market. Now the manufacturer is taking distribution into its own hands. The decision comes at a time when the German construction equipment market is under margin pressure and many manufacturers are reorganizing their distribution structures.
Fleet operators and construction companies are now asking questions about service and spare parts supply. Whoever has Merlo telehandlers in their fleet will need to adjust to new contacts. Established relationships with Heinrichs service technicians and sales staff are coming to an end. Merlo is building its own structures for this – with direct contact to headquarters in Italy, but also with the risk of longer coordination processes in the startup phase.
Direct sales promises shorter decision-making paths for special equipment and machine configurations. Whether this will result in faster delivery times remains to be seen. Recent years have shown: even large manufacturers are struggling with supply chain bottlenecks. An own distribution network is no guarantee for better availability.
Price development will be interesting. Without dealer margins, Merlo could theoretically offer lower prices – or pocket the margin itself. Industry experts expect prices to remain stable for now. Competition with Manitou, JCB, and Dieci remains fierce. Anyone planning investments now should compare offers.
For the German market, the takeover means further consolidation. More and more manufacturers are relying on direct sales or own subsidiaries. BOMAG recently took over a dealer in Spain, similar moves have occurred with other manufacturers. The traditional specialist dealer is under pressure.
Merlo customers should review their service contracts and clarify how the transition phases will run. Those committed to the brand long-term need clarity on spare parts availability and workshop capacity. The coming 12 months will show whether Merlo can manage the transformation without friction losses – or whether customers switch to competitors in the meantime.
