Des Plaines, Illinois – January 7, 2025: NOBLELIFT North America, a global leader in lithium-iron material
handling technology, is excited to announce the appointment of Bill Pedriana as its new President. With
nearly four decades of experience in the material handling industry, Pedriana is poised to lead
NOBLELIFT North America into a new era of innovation, growth, and customer-centric success.
Bill Pedriana served as Chief Marketing Officer at Big Joe Forklifts, where his visionary leadership helped
rebuild the brand, develop groundbreaking products (including the Joey series of access vehicles and
their cobot pallet truck concept), and execute comprehensive sales and marketing strategies. For 14
years, Pedriana played an instrumental role in achieving an extraordinary 14x growth in sales and
helping to drive the global expansion of Big Joe’s parent company, EP Equipment.
Pedriana’s track record of aligning business strategies with customer needs has consistently delivered
exceptional results throughout his career. Drawing from his wealth of experience, he now brings his
expertise to NOBLELIFT to continue building on the strong foundation established by his predecessor,
Loren Swakow. Under Swakow’s leadership over the past eight years, NOBLELIFT North America
experienced unparalleled growth and built a reputation for providing innovative and high-performance
material handling solutions.
“I became attracted to NOBLELIFT over the past few years due to their exceptional manufacturing
quality, progressive equipment design theory, and their sophistication when it came to deploying
intelligent material handling systems,” said Pedriana. “As the incoming President of NOBLELIFT North
America, I aim to continue the strong growth the organization experienced under Loren Swakow over
the past 8 years by utilizing my sales and product development expertise to enhance the value of
NOBLELIFT for its distributors and OEM partners. In 2025, we will be introducing a number of new
products and programs and expanding our team and capabilities to support our growth.”
Leading the Material Handling Industry Forward
NOBLELIFT North America is known for its wide range of innovative material handling equipment,
including electric pallet trucks, sit-down forklifts, rough terrain forklifts, narrow aisle forklifts, walkie-
stackers, order pickers, electric pallet trucks, scissor lifts, tuggers/tow tractors, scrubbers, sweepers,
automated guided vehicles (AGV’s), lift tables, manual pallet jacks and more. With products trusted
in over 100 countries, NOBLELIFT continues to deliver on its promise of high performance, low
maintenance, and advanced ergonomic designs at an unbeatable value.
"As part of NOBLELIFT’s focus on delivering exceptional customer experiences, we are excited to have
Bill Pedriana join us in this pivotal leadership role," said Wendy Mao, CEO at Noblelift Intelligent
Equipment Co., Ltd. “His passion for the industry, proven ability to execute innovative strategies, and
dedication to customer satisfaction make him the perfect leader to guide NOBLELIFT into our next phase
of growth.”
Pedriana’s values extend beyond operations and product development. “Our industry was built by
family businesses and handshakes,” shared Pedriana. “While it’s great to win, it’s how you play the
game that delivers true long-term success. I’m grateful for the opportunity to bring everything I’ve
learned during my 30+ year career to NOBLELIFT—a brand that aligns perfectly with my beliefs.”
Delivering on What’s Next
With Pedriana’s strategic vision, NOBLELIFT North America will continue to lead advancements in
material handling solutions. Plans for 2025 include the launch of cutting-edge equipment and innovative
programs designed to empower dealers, and end-users alike.
NOBLELIFT North America invites dealers, OEM partners, and businesses to experience how its products
and services are transforming operations across industries. To learn more about NOBLELIFT
