Noblelift North America Hires Bill Pedriana as New President
Noblelift North America, a global manufacturer of lithium-iron material handling technology, appointed Bill Pedriana as its new president. With nearly four decades of experience in the material handling industry, Pedriana is poised to lead Noblelift North America into a new era of innovation, growth, and customer-centric success.
Pedriana served as chief marketing officer at Big Joe Forklifts, where his visionary leadership helped rebuild the brand, develop groundbreaking products (including the Joey series of access vehicles and their cobot pallet truck concept), and execute comprehensive sales and marketing strategies. For 14 years, Pedriana played an instrumental role in achieving 14x growth in sales and helping to drive the global expansion of Big Joe’s parent company, EP Equipment.
Pedriana’s track record of aligning business strategies with customer needs has consistently delivered exceptional results throughout his career. Drawing from his wealth of experience, he now brings his expertise to Noblelift to continue building on the strong foundation established by his predecessor, Loren Swakow. Under Swakow’s leadership over the past eight years, Noblelift North America experienced unparalleled growth and built a reputation for providing innovative and high-performance material handling solutions.
“I became attracted to Noblelift over the past few years due to their exceptional manufacturing quality, progressive equipment design theory, and their sophistication when it came to deploying intelligent material handling systems,” said Pedriana. “As the incoming president of Noblelift North America, I aim to continue the strong growth the organization experienced under Loren Swakow over the past eight years by utilizing my sales and product development expertise to enhance the value of Noblelift for its distributors and OEM partners. In 2025, we will be introducing a number of new products and programs and expanding our team and capabilities to support our growth.”
Wide range of material handling equipment
Noblelift North America is known for its wide range of innovative material handling equipment, including electric pallet trucks, sit-down forklifts, rough terrain forklifts, narrow aisle forklifts, walkie-stackers, order pickers, electric pallet trucks, scissor lifts, tuggers/tow tractors, scrubbers, sweepers, automated guided vehicles, lift tables, manual pallet jacks and more. Noblelift is marketing its products trusted in more than 100 countries.
"As part of Nobelift’s focus on delivering exceptional customer experiences, we are excited to have Bill Pedriana join us in this pivotal leadership role," said Wendy Mao, CEO at Noblelift Intelligent Equipment Co. Ltd. “His passion for the industry, proven ability to execute innovative strategies, and dedication to customer satisfaction make him the perfect leader to guide Noblelift into our next phase of growth.”
Pedriana’s values extend beyond operations and product development. “Our industry was built by family businesses and handshakes,” said Pedriana. “While it’s great to win, it’s how you play the game that delivers true long-term success. I’m grateful for the opportunity to bring everything I’ve learned during my 30+ year career to Noblelift—a brand that aligns perfectly with my beliefs.”
To learn more about Noblelift North America’s offerings, visit www.NOBLELIFTna.com or contact your local dealer.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.