Manitou Names Aerial Industry Veteran Brad Boehler President of the North America Region
Manitou, a worldwide provider in the handling, aerial work platforms, and earthmoving sectors, has appointed Brad Boehler president of the North America region and member of the Executive Committee. Based in West Bend, Wis., Boehler’s mission will be to accelerate the market share growth for Manitou's product ranges and to enhance the customer experience through faster service. He will also be responsible for operational excellence at the two manufacturing sites located in Yankton and Madison, S.D. He will ensure alignment between commercial priorities and industrial performance, and the integration of a strong customer-centric culture throughout North America.
“I am proud and enthusiastic to join Manitou Group and take on this new challenge,” said Boehler. “We have highly committed employees and two strong value-added brands in Gehl and Manitou. I am eager to apply my extensive industry experience with both the sales and industrial teams to make the North American market a powerful growth engine for Manitou Group, by continually staying closer to our valued customers.”
An engineer by training, Boehler has built a vast experience of more than 25 years in the construction and lifting equipment sector, holding high-level leadership positions. He served as president of the Canadian manufacturer Skyjack for more than eight years, presiding over a period of fast international growth for Skyjack. Boehler subsequently served as president of Morbark and, most recently, at Makinex USA, where he was responsible for business development and managing a dealer network across the entire United States.
Boehler has a long history of dedication to safety in the aerial business. He was very active in the International Powered Access Federation, serving on several committees and as IPAF president and member of the board of directors.
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.