Noblelift names new North America president

Noblelift North America has annuonced the appointment of Bill Pedriana as its new President.

As specialist in material handling, as well as scissor lifts, Noblelift said Pedriana would be ideally suited to the role with his nearly four decades of experience in the  industry.

Bill Pedriana, President, Noblelift North America.

Pedriana served as Chief Marketing Officer at Big Joe Forklifts, where he helped rebuild the brand and develop products, including the Joey series of access vehicles and the company’s cobot pallet truck concept, and introduced comprehensive sales and marketing strategies. In 14 years at Big Joe Forklifts, he played an instrumental role in achieving a 14 fold growth in sales and helped to drive the global expansion of Big Joe’s parent company, EP Equipment. 

At Noblelift, Pedriana will build on the foundation established by his predecessor Loren Swakow. Under Swakow’s leadership over the past eight years, Noblelift North America experienced unparalleled growth and built a reputation for innovative and material handling solutions, said the company. 

Growth aim 

“I aim to continue the strong growth the organization experienced under Loren Swakow over the past eight years by utilizing my sales and product development expertise to enhance the value of Noblelift for its distributors and OEM partners,” said Pedriana. “In 2025, we will be introducing a number of new products and programs and expanding our team and capabilities to support our growth.”

Noblelift North America’s products include electric pallet trucks, sit-down forklifts, rough terrain forklifts, narrow aisle forklifts, walkie-stackers, order pickers, electric pallet trucks, scissor lifts, tuggers/tow tractors, scrubbers, sweepers, automated guided vehicles (AGV’s), lift tables, manual pallet jacks and more.

“We are excited to have Bill Pedriana join us in this pivotal leadership role,” said Wendy Mao, CEO at Noblelift Intelligent Equipment. “His passion for the industry, proven ability to execute innovative strategies, and dedication to customer satisfaction make him the perfect leader to guide Noblelift into our next phase of growth.”

Pedriana added, “Our industry was built by family businesses and handshakes. While it’s great to win, it’s how you play the game that delivers true long-term success.”