Merlo America is set to electrify ConExpo 2026 at Booth #F22041 with an interactive, adrenaline-fueled racing challenge.
Known for transforming telehandlers into multi-application, fleet-consolidating machines, Merlo is pairing its innovation with simulator technology from Events House. Attendees are invited to take on professional race car driver James Roe, who joined forces with Merlo in 2025, in a thrilling challenge that blends speed and precision.
On Your Marks, Get Set, Race
One of the highlights of Merlo America's booth is the "Are You Faster Than a Race Car Driver?" simulator competition, featuring all three of the nation's professional-grade race car simulators with fully reactive seats, precision controls and immersive racing technology that makes every turn feel real. Roe will set benchmark times, and ConExpo attendees, including the Merlo leadership team, can compete on a live leaderboard, creating a high-energy, spectator-friendly event.
"I'm really looking forward to ConExpo with Merlo America," said Roe. "Racing is all about precision, fast decision-making and trusting your equipment — and that's exactly what this simulator challenge is about. It's going to be a lot of fun, and I think people will be surprised how you need focus and control on the simulators, just like operators need on the job site. I'll be setting some quick laps, but I'm sure someone will give be a run for it! Plus, I love introducing new fans to racing, and I really appreciate Merlo America for creating a way to connect my world to theirs."
With only three Events House simulators of this caliber in the United States and a rare chance to race a professional driver, the Merlo booth promises to be one of the most talked-about experiences at ConExpo 2026, giving attendees the opportunity to test their reflexes amid exploring the booth and seeing firsthand how Merlo America is redefining the telehandler in the United States through Italian-engineered excellence and versatility.
Meet An Indy NXT Icon
There will be two exclusive opportunities to meet professional race car driver James Roe at the Merlo America booth on:
● March 3: 1:30 p.m. – 3:00 p.m. (includes a live Q&A); and
● March 4: 11:00 a.m. – 12:00 p.m.
Attendees can join Roe during a Q&A session to learn about professional racing, teamwork and the high-performance mindset, asking questions and discovering how precision on the simulator mirrors efficiency on the job site.
ConExpo attendees also can capture memorable moments with Roe at dedicated times within the booth, including at the 3D photo experience, perfect for snapping shots before sharing the experience on social media. As part of the Merlo America ConExpo experience, attendees can enter a photo competition by uploading a photo with a Merlo machine and tagging @merlogroupamerica on Instagram.
Must-Visit Destination
"ConExpo is always something to look forward to, but I'm more excited than ever for the 2026 event," said Cole Renken, general manager of Merlo America. "Merlo has been doing some great things when it comes to combining innovation with real-world performance, but this year we're adding some serious fun. James Roe and I will go head-to-head on the simulators, and attendees can take a turn too. It's a privilege to work in partnership with James Roe, and we're excited to invite everyone at ConExpo to our booth to jump in the driver's seat and experience the action firsthand."
For more information, visit merlo.com/usa/en/.
