Yanmar Compact Equipment Names José Cuadrado Global CEO
Effective April 1, 2024, José Cuadrado has been appointed Global CEO of Yanmar Compact Equipment (Yanmar CE), and chairman of the board of Yanmar Holdings Co. Ltd. Cuadrado replaces Giuliano Parodi who, for the past six years, has successfully led the transformation of Yanmar CE into a global leader – and who is now transferring to manage the Yanmar Group’s Strategy Division, as chief strategy officer.
In a career spanning more than 25 years, Cuadrado brings with him a wealth of relevant construction, industrial and automotive experience, working at leading brands that include Ingersol Rand, Doosan and CNH Industrial. He joined Yanmar CE in early 2023, where he is managing global director of the company’s Europe, Middle East and Africa region; markets that equate to a third of the company’s global sales. A search has begun for his replacement, and Cuadrado will combine both lobal CEO and EMEA roles until his successor is appointed, from his current base in Europe.
In his new role, Cuadrado is responsible for leading increased organizational integration and improving financial performance, as well as driving customer success through best-in-class product development. He will play an important role in continuing the work of establishing Yanmar CE as a global leader in the compact equipment industry.
Commenting on his appointment Cuadrado said: “I fully support our current strategy to become a leader in the compact equipment industry. To achieve this, we will continue our journey to become a truly global company, focusing on extending our product portfolio and strengthening our dealer network across all major markets. Equally important, we have very ambitious and exciting plans to embrace upcoming technologies. I’m very pleased to be given this opportunity to continue the good work that has happened under Giuliano’s leadership.”
“José is an experienced and dynamic leader and, having helped shape the strategy as part of the global leadership team since joining the company, is fully aligned to our goals and aspirations,” said Parodi. “We are confident that he will continue to drive Yanmar CE towards meeting its objective of becoming a customer-centric, innovative, global leader in compact equipment. We offer José our full support in his new role.”
A Spanish national, Cuadrado holds a master’s degree in business & economics from University of Valladolid, Spain.
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.