Mission Las Vegas: Behind the Scenes of ConExpo 2026 with Andrea and Davide
What happens when you take engineering out of the design offices and place it under the Nevada sun to talk with those who operate the machines every day?
We caught up with Andrea Mariani (Electrification System Integration) and Davide Sidoti Olivo (Product Specialist Mini/Medium), fresh from an intense week as exhibitors at ConExpo. Here is their story from the front line.
From the Office to the Stand: The Human Factor
We often picture designers as being buried in spreadsheets and software, but sometimes the reality is quite different. In Las Vegas, Davide and Andrea took on the role of ‘technology ambassadors’.
Usually, you attend trade fairs as a visitor to observe and assimilate new concepts outside the daily routine. This time, we were there from dawn to dusk at the stand, telling the story of our machines firsthand. It was crucial: when a customer sees that the person answering is not just a salesperson, but the person who saw that machine being born, the level of conversation changes. An immediate bond of trust is created.
Davide Olivo Sidoti, Specialist in material handling and the Mini/Medium segmentsTwo Visions Compared: Electrification and Versatility
Andrea managed the heart of innovation: zero-emission machines. Davide focused on market feedback regarding excavators, in order to gain a better understanding of the market’s needs and subsequently identify our strengths and weaknesses.
The American market is curious but very practical. They don't just ask if the machine is 'green'; they ask how long they can work before recharging and if they can do it with the infrastructure they already have on-site. My job was to reassure them: the technology is ready; it’s no longer a laboratory experiment
Andrea Mariani, Electrification e Mini Track Loader Manager
In America, the philosophy is different; yet, seeing the appreciation for the design and attention to detail typical of Italian craftsmanship was a great satisfaction. We promote compact machines, born for European conditions, but overseas space is not an issue: they look for larger machines with wide cabs that are almost 'second offices'. What made them fall in love? Certainly the performance, but also our customization capabilities, such as the 2D excavation assistance concepts we presented on some models.
Davide Sidoti Olivo, Specialist in material handling and the Mini/Medium segmentsThe "Team Italy" Conquering Nevada
Beyond business, there is the human side. The fair was an opportunity to join forces with colleagues from different locations, creating what they jokingly called "Team Italy."
Working side-by-side with colleagues you usually only hear from via email or calls was the real added value. We exchanged skills in real-time: I helped with electrics, Davide stepped in on the hydraulic systems of the minis.
Andrea MarianiIt was an incredible team effort. We returned with a wealth of direct feedback that no email could ever convey with the same effectiveness
Davide Sidoti OlivoAndrea and Davide have returned from ConExpo with their suitcases full of notes, new ideas and the realisation that, despite the rapid pace of technological advancement, it is still the interaction between people that makes the difference in the world of earthmoving.
