MERLO has hailed the appointment of Molson Scotland to its construction dealer network as a significant step forward in its plans to increase market share in the telehandler segment north of the border.
Molson will cover the M8 north geographical area in Scotland, offering sales, service, and aftersales support to construction customers for Merlo’s range of telehandlers.
The portfolio of machines offers lifting capacities from 2.5 to 12 tonnes and lift height capabilities from five to 35 metres. The line-up also includes sustainable options including the much-lauded electric e-worker and hybrid roto models.
Gavin Smith, regional sales manager, Merlo Group, told Project Plant that the manufacturer was looking for a construction equipment dealer with strong network links and an existing client base of leading purchasers of machines.
He highlighted Molson’s enthusiasm for the product, the number of service engineers and salespeople the firm employs, and depot coverage including a site in Tore, near Inverness, and plans to construct a new base in Scotland’s central belt.
“Backup has to be the key point of it,” Gavin said. “Molson’s approach is quite unique to see in the industry. They’re looking at the machine and then tailoring it to the application and really getting the machine to fit the requirements.
“They’re going to source Safety Shield; they’re going to source Fireward; they’re going to source all these other add-ons. The Molson approach is ‘when we put it out there, it will meet all your requirements on day one’. Even down to the funding solutions, they’ll look at the financial impact of what that machine is going to have on their customer base and look at tailoring that payment profile to meet the application.
“It’s one point of contact, that all-round approach which for us as a manufacturer is brilliant.”
Prior to the official announcement that Molson had joined the Merlo construction dealer network, months of preparation work took place, including having the Molson team fully trained on the products and aftersales. The aim was to ensure everything was correct and in place before taking the products to market.
“Molson wanted knowledge of the product before it was announced,” Gavin added. “They didn’t want anyone phoning and them not being able to answer a question. I found it quite eye-opening that level of professionalism.”
Gavin revealed the appointment will have minimal impact on the manufacturer’s existing dealers in Scotland, including W.M, Rose & Sons and Ramsay & Jackson, as they had an open territory which Molson has now filled.
He described the Scottish market generally at the moment as ‘steady’, with Merlo having notable success with the brand’s rotating telehandlers. Gavin cited safety focus, attachment recognition, and brand reputation as standout factors in the firm’s offering. With Molson now on board, he is confident of increased sales.
“The lack of representation in the area has hampered our growth,” Gavin continued. “We were looking for the right fit, not just a name on the map. We need a long-term, reliable partner and that’s what we’ve found with Molson.
“From the time of the announcement that they were appointed, we’ve had enquiries from Wick down through the central belt. That confidence in the supply has brought people out the woodwork.”
When the deal was announced in September, Alistair Murdoch, sales director for Molson Scotland, said, “We’ve seen growing demand for high-quality telehandlers in Scotland, and Merlo’s reputation for innovation and reliability makes them the ideal partner. This addition allows us to better serve our customers with a full suite of equipment, backed by the trusted Molson support network.”
