Liebherr USA, Co. earthmoving and material handling technology team held the 2025 North American Sales and Training Seminar for both internal and external distribution network participants. Liebherr employees from the US, Canada, and Europe participated in and supported the event. Dealers from across the country were able to join the Liebherr team and view Liebherr’s latest products on-site.
“We work hard to improve our training every year, so we are excited to welcome our colleagues back for another informative North American Sales and Training Seminar,” noted Allen Petry, Divisional Director of earthmoving and material handling technology for Liebherr USA, Co. “This investment in our sales and distribution network has proven invaluable to our success in the United States and Canada by educating the sales force on the key features of Liebherr’s products that improve efficiency, reliability, operator comfort and productivity.”
Additionally, Joachim Strobel, Managing Director at Liebherr-EMtec GmbH, also attended the seminar, highlighting the event’s international significance and focus on excellence, innovation, and teamwork. His presence underscored the collaborative efforts between Liebherr’s global and regional teams.
Training for success
The three-day event allowed participants to receive extensive hands-on training of multiple products across a variety of stations including wheeled excavators, crawler excavators, wheel loaders, dozers, material handlers, and the TA 230 articulated dump truck. Each station was equipped with multiple machines, a digital display set up, and tents for onlookers. Additionally, each product manager and their teams gave multiple walk-around presentations during the event highlighting each machine's latest features and innovative technologies such as grade control systems equipped within the crawler dozers and personnel detection systems equipped within the wheel loaders.
The continued success of this event has been made possible by Liebherr USA’s extensive distribution network ensuring that products and services are accessible across the entire United States. This broad reach allows Liebherr’s dealers and partners to support a wide array of industries with reliable and high-quality equipment solutions. This annual event provides cruical information to ensure Liebherr dealers are equipped with the necessary tools to be successful.
This event not only serves as an outstanding platform for in-depth training but also enhances networking among all attendees throughout the week. Participants benefit from numerous opportunities to connect and collaborate, including several evening dinners hosted by Liebherr as a gesture of appreciation for their ongoing partnership and dedication.
Hosting the North American Sales and Training Seminar has been instrumental in strengthening our U.S. distribution network as one of our most critical and valuable assets. Every individual within this network contributes essential industry expertise, professionalism, and a connection to the brand. As both this event and Liebherr’s presence continue to grow, they help drive job creation across the United States, creating new opportunities within the communities we serve.
“The Liebherr training seminar serves as a unique opportunity for our internal teams to educate our extensive support and dealer network on the current systems built into our machines. By further preparing our sales representatives, we ensure they have the tools to confidently engage with customers and help them deliver results on work sites across North America,” said Nick Rogers, General Manager of Product Management.
