Merlo UK recently held its 2025 Dealer Conference in a new virtual format, bringing its network of dealer principals together for a 90-minute session.
Behind the scenes at the virtual dealer conference
The event, led by general manager Shaun Groom, combined live presentations and short films, including highlights from Agritechnica showcasing the latest agricultural product updates. Shaun opened the conference with an economic review and outlook for both the construction and agricultural sectors. This was followed by sessions on sales, after-sales and marketing.
Shaun explained, "Our goal was to create a dynamic and informative event that reflects the innovative spirit of Merlo. The positive feedback from our dealer principals confirms that this new format delivers real value."
The event culminated with the announcement of the Merlo Dealer Awards 2025, recognising outstanding performance across the Merlo dealer network. Winners were celebrated later in the week at an Award Winners’ Dinner.
2025 Merlo Dealer Award Winners:
Darren and Roxanne Cook (centre) collect Merlo's Overall Dealer of the Year award with the manufacturer's Robin Cooch, Owen Butttle and Shaun Groom
Darren Cook, managing director, Cooks Midlands and recipient of the Overall Dealer of the Year award credited his team for their hard work and dedication adding that winning the award had been his ambition since taking over the family business in 2020.
