05.03.2026

New CEO for Sinoboom N. America

Chinese aerial lift and telehandler manufacturer Sinoboom has confirmed the appointment of Carlos Hernandez as chief executive of North American sales and operations.

The appointment comes roughly five months after Hernandez left Haulotte, where he held a similar position.

He joined Haulotte in 2005 as sales director for Spain and Portugal, before taking on responsibility for South and Central America, partly in 2007 and fully in 2010, over the next five years he helped establish Haulotte as a force in the region, launching subsidiaries in Mexico, Argentina, Brazil, and Chile, while adding distributors in other countries.
In 2015 he added North America to his responsibilities and above all else brought leadership stability to the business which had been somewhat ‘erratic’ in the years previous with regular changes in senior managers. He also played a key role in number of strategic acquisitions, the development of new distribution facilities, and the expansion of Haulotte’s rental business in Europe and the Americas.

Hernandez began his career in 1993 as a trainee with Marsh Supermarkets in Indianapolis, Indiana, laving after 18 months for Rahmer furniture in Spain where he was sales director. In 1998 he joined metal work manufacturer Garza Diviloc in a similar position, leaving six years later for Haulotte.