WEST BEND, WI — Manitou Group announces the appointment of Chris Genal as Vice President of Sales for North America.

Based at the North American subsidiary headquarters in West Bend, Wisconsin, Genal will spearhead the North American sales function for all Manitou and GEHL products. In this role, he will be responsible for driving topline P&L, expanding market share, and ensuring all commercial operations align with Manitou Group’s global corporate structure. As a key member of the North American executive leadership team, Genal will report directly to the President of North America.

"Chris’ industry knowledge, extensive dealer network expertise, and collaborative leadership style will be vital assets as we embark on our LIFT 2030 strategic journey," said Brad Boehler, President of Manitou North America. "We are thrilled to welcome him to the team and look forward to his leadership in accelerating our growth across the region."

In his new position, Genal will develop and execute a comprehensive market penetration strategy across Manitou Group’s sales distribution networks, rental markets, and dealer management systems. His core focus will include optimizing dealer network effectiveness, cultivating relationships with strategic clients, and managing the North American sales organization. Additionally, he will monitor market trends and competitive dynamics to implement proactive pricing policies that safeguard margin and cash flow.

Genal has more than 20 years of experience across the capital equipment, agriculture, and industrial markets. His career progression from Territory Manager, Trainer, Regional Sales Manager, and Distribution Manager to Vice President of Sales, reflects his foundation in field execution, dealer development, and building commercial organizations. Most recently, Genal successfully oversaw the Case IH Agriculture Equipment sales organization at CNH Industrial.