2026 Executive Outlook: Brad Claus, VP of Construction Merchandise, Bobcat
As construction instruments executives live up for 2026, they are navigating a panorama formed by power financial pressures and centered pockets of energy.
Tariffs, excessive curiosity rates and inflation could possibly perhaps motive contractors to extend tall purchases and develop instruments leases to diminish approach-term possibility. On the a similar time, the guidelines center and vitality infrastructure query tied to the AI advise is fueling advise in loads of regions at some point soon of the country.
For this series of Q&As, Gear World tapped nearly a dozen construction industry leaders to search out out what traits are shaping their approach in 2026, how they conception to make investments of their manufacturing and seller operations and the arrangement in which the most up-to-date political climate is impacting their product roadmap – from regulatory changes to make chain constraints.
Our slate of experts also touched on technology – from telematics to automation – and the subsequent steps of their different energy transformation.
This year’s contributors consist of:
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Brad Claus, Vice President, Construction Merchandise, Bobcat
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Brad Stemper, Head of Product Model, Case Construction Gear
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Kevin Kruck, Director, Earthmoving Marketing and marketing, John Deere Construction & Forestry
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Morgan Stallings, Senior Director of Dealer Model & Marketing and marketing, Develon
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Kyle Fuglesten, Vice President of Construction, Hitachi
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Paul Barlow, President, Huddig
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Mike Ross, Senior Vice President, HD Hyundai Construction Gear
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Paul Manger, Executive Director of Product Marketing and marketing, Kubota
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Illmars Nartish, Vice President, Manitou North The US
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Jeffery Ratliff, Director of Gross sales & Marketing and marketing, and Jeff Stewart, President, Takeuchi
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Scott Younger, Head of Region North The US, Volvo CE
Aid studying to perceive where Brad Claus, Vice President of Construction Merchandise at Bobcat, is placing his bets in 2026.
Gear World: Which regions or sectors end you quiz to pressure the strongest query on your machines within the year ahead?
We quiz persevered query all the arrangement through the industry within the year ahead. Regardless of exterior headwinds reminiscent of tariffs, the market remains extraordinarily resilient. Customers are making repeat purchases, and first-time merchants are rising within our residing, indicating indicators of self belief and lengthy-term different. Our focal point remains on turning in versatile, precise instruments to fulfill evolving desires all the arrangement through all sectors, making sure we’re positioned where query quickens most.
EW: How are customer requests and strategies shaping the styles of instruments or attachments you intend to open subsequent year?
Customer strategies is a most critical tenant of our product vogue course of. We merit ongoing dialogue with dealers and operators to evaluate instruments performance within the topic and where we can invent enhancements. This input straight influences our roadmap – whether it’s enhancing existing gadgets or introducing contemporary alternate choices. Because the industry continues to navigate labor shortages, we are prioritizing ease of voice and persevered attachment kind for the end user. To entire this, we’re investing in innovation and strengthening our plan as an industry leader and boundary pusher. That lengthy-term, customer-first mindset will invent determined we are resilient and properly-positioned to serve the market
EW: What role will emerging applied sciences – automation, electrification, AI, telematics, and loads of others. – play to your R&D and product launches?
Technology performs a serious role in advancing the operator experience. With an evolving group and a form of seasoned operators nearing retirement, it’s extra crucial than ever to invent instruments more uncomplicated to learn and operate with out sacrificing performance.
At Bobcat, we’re leveraging applied sciences reminiscent of sensing programs, cameras and evolved shows to enhance jobsite consciousness and streamline machine operation. Our commitment is to leverage technology in systems that invent our machines less complicated, safer and extra capable – serving to each operator end extra with self belief.
EW: How end tariffs, infrastructure funding and broader political elements have an effect on your strategic planning for 2026?
Whereas exterior elements like tariffs and infrastructure funding can create altering market dynamics, our approach remains centered on the lengthy-term balance and advise of the North American market. We capacity these issues the a similar arrangement we consistently own – by staying committed to our customers, our seller community and the values that own guided us for decades.
EW: What is your outlook on hiring and retaining professional manufacturing skills within the year ahead?
At Bobcat, our label begins with our folk. We’re centered on the future, and this starts with constructing and sustaining a group that can train the excellent-quality machines and instruments for our customers and dealers. Investing within the wonderful skills supports our desires around innovation, craftsmanship and the reliability that our customers quiz.
EW: How are you working along with your seller community to invent determined availability, carrier and customer pink meat up?
Provider and machine uptime live high priorities for every Bobcat and our dealers. We merit discontinuance, consistent verbal change with our community to make determined customers own catch entry to to the parts, carrier and pink meat up they need – when they need it. That collaboration helps merit machines working and jobsites productive.
Taking a detect ahead, we are centered on supporting seller advise in posthaste rising city areas – particularly where query for compact construction and landscaping instruments continues to upward thrust. Collectively, we’re strengthening our community to train the extra special carrier and availability our customers quiz.
EW: How are evolving emissions regulations and customer sustainability desires influencing your product vogue?
Emissions regulations and sustainability desires are consistently considerations in our product vogue. Our just is to preserve sooner than the market through innovation that meets each regulatory necessities and customer expectations.
As extra operators work in city environments with restrictions around noise and emissions, we’re rising alternate choices that invent their jobs more uncomplicated and extra sustainable. From advancing our electric instruments lineup to enhancing total efficiency and performance, we’re committed to reinventing how work will get performed.
EW: The put end you perceive the excellent aggressive stress coming from – established OEMs, contemporary entrants or technology firms?
We’re privy to the aggressive pressures all the arrangement through the industry, but our focal point remains squarely on our customers. Our just is to learn them change into leaders of their own markets by providing essentially the most productive, capable and authentic instruments. After we preserve correct to that mission, we’re correctly-positioned to navigate any aggressive panorama – whether it’s established OEMs, contemporary entrants or technology-driven disruptors.
Brad Claus, Bobcat Company Vice President Construction Merchandise
A 2nd-generation Bobcat worker, Brad Claus grew up in southeast North Dakota with Bobcat DNA in his blood. He is a correctly-rounded leader with a diverse Bobcat profession in product management, parts and restore, attachments and sales.
As vice president of construction merchandise, Brad is an empowering leader that knows it takes everyone transferring within the a similar direction to search out success. As Bobcat’s reach grows through varied product traces and extra offerings than ever, Brad remains steadfast in his focal point and commitment to the high priorities that can pressure results. Brad holds a enterprise administration level from North Dakota Affirm University.
