Hy-Brid Lifts Names South-Central Territory Manager

Custom Equipment has hired Jesus Pedraza as its South-Central territory manager. Pedraza will focus on continuing the growth and channel development of Hy-Brid Lifts, Custom Equipment’s line of lightweight low-level scissorlifts.

Michael Roth

June 5, 2018

Jesus Pedraza will work to expand the market for HyBrid lifts in the SouthCentral US — Jesus Pedraza will work to expand the market for Hy-Brid lifts in the South-Central U.S.

Pedraza has more than 13 years of experience in inside and outside sales at Ahern Rentals in Texas, where he used his networking and negotiating skills to average $3 million per year in revenue. He is also a knowledgeable truck driver, having held the position for Ahern Rentals as well as Jack-in-the-Box Distribution. Pedraza’s familiarity with South-Central U.s. helps him navigate the dealer and rental landscape in the area.

“With a growing construction industry, we needed someone who can continue to give our current customers and prospects in that region the attention and support they need to be successful,” said Dan Schneider, Custom Equipment LLC vice president of sales.

“I look forward to establishing relationships and introducing our lifts to the South-Central region,” Pedraza said. “I have no doubt that both our equipment and customer service will have a great impact on the area.”

About the Author

Michael Roth

Editor

Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.