Liebherr Construction Equipment Adds Marketing Manager

Michael Balella has joined Liebherr Construction Equipment Co., Newport News, Va., in the newly created position of manager, parts marketing. In this role, Balella will work closely with the Liebherr dealer organization to increase sales and improve customer service for after-market repair parts.

Balella also will coordinate parts pricing on competitive items and grow the number of productsLiebherr offers to support its market presence in the United States as a manufacturer of heavy-duty construction equipment.

“We conducted a national search to find someone that met our requirement for experience from both the manufacturer and customer perspective,” says Duane Wilder, president of Liebherr. “Mike’s background in market development and parts sales with a competitor who is an international manufacturer, coupled with his earlier rental and small contractor experience, well prepare him for this new role.”

Bob Bollinger, parts manager, will continue in his present role with responsibility for inventory levels and order fulfillment.

Liebherr, a manufacturer of construction machinery and other technical products is a subdivision of Liebherr-International AG, based in Bulle, Switzerland.