Liebherr’s Simon Schuster steps into U.S. crane leadership role

What if you started a new job in a new country, and your first big project is 2026 ConExpo Con/Agg in Las Vegas?

This is the exact situation Simon Schuster is facing, and with the support of his team, he is confident in success. As the new divisional director for Liebherr’s mobile and crawler cranes in the U.S., Schuster is looking forward to the big event, conversing with customers and celebrating the partnerships Liebherr has with its customers.

Simon Schuster, Divisional Director of Mobile and Crawler Cranes, Liebherr USA

Schuster started at Liebherr in 2018 as a sales trainee at Liebherr-Werk Ehingen, where he underwent comprehensive on-the-job training across multiple business units and departments. His training also included a two-month assignment in the U.S. and Canada.

“In 2020, I advanced to the role of area sales manager for the U.S. and Canada, serving as a key liaison between these markets and Liebherr-Werk Ehingen,” he said. “In this capacity, I was responsible for aligning sales strategies, engineering coordination and production planning, while maintaining daily communication with divisional directors, management and sales representatives.”

As divisional director, he is responsible for ensuring the best possible support for U.S. mobile and crawler crane customers, including new and used crane sales, customer service and spare parts. He brings extensive knowledge and experience with the U.S. market, having worked closely with both the U.S. team and customers over an extended period through his responsibilities in Ehingen.

“I look forward to using my expertise to continue to drive the sales growth of the mobile and crawler crane product portfolio and the service organization in the USA.

A team player

With a lot on his plate in terms of helping pull off a huge trade show and starting his new job in the United States, Schuster is optimistic. He is grateful for the support of his team throught the transition. Whatever gets thrown at him, Schuster and his team are ready to take it on together, he said. I think you will be interested in his answers to our questions, especially his career advice to a newcomer in the crane industry. As well, he teased a new crane model that is making its world premiere at ConExpo this month.

What made you decide to pursue a career in crane sales?

I really enjoy the mixture of dealing with state-of-the art technology for a market leader and building relationships with people, both employees as well as customers.

What do you like about the business?

I like the impressive projects that our cranes are being used for and the special team of people involved, from manufacturing to sales, all the way to the service of the cranes. As odd as it may sound, the crane industry often feels like a large family.

How do you describe the market for cranes in North America? (RTs, ATs, Crawlers and tower cranes)

To me there is no doubt that North America is one of the most impressive markets for mobile and crawler cranes. RTs are very special for the U.S. market and are definitely not as popular in Germany. The focus customers have on safety and the U.S. market are in line with our goal to provide the safest product with maximum uptime to our customers.

With 66,000 square feet of exhibit space, and one of ConExpo’s largest exhibitors, Liebherr will showcase developments across its full crane portfolio.

What cranes are in most demand?

This is a very hard question to answer; the projects and jobsites across the USA are very different and that’s reflected in the full line of cranes that we offer.

What are the biggest challenges in the American market today?

Our motivation is to be a reliable source of support in every regard for our customers. The size of the United States itself, as well as the installed crane fleets, are factors that need to be considered to ensure uptime and customer satisfaction.

What about tariffs? How are they affecting sales and your customers?

Building and maintaining strong relationships with our customers is crucial. Regardless of the challenges we face, we are committed to navigating them together.

What is your favorite Liebherr crane?

I think if I had to pick one, I’d say the LTM 1230-5.1. Roadability in the U.S. is key, and this crane type has the capability to be driven almost anywhere the U.S. Personally, I like this crane as it was introduced right around the time when I started my career with Liebherr.

ConExpo is coming up. What are you looking forward to in terms of this show?

As I am attending this show for the first time in my new role, I am looking forward to having great conversations and celebrating the partnerships we have with our customers. It will be incredibly exciting to see how the market reacts to a new model that is making its world premiere in Las Vegas.

What is the best career advice that you can give a newcomer in the crane industry?

Nobody is starting as an expert. Be honest. If you don’t know the answer to a question, do the necessary research and follow up. Internal and external customers will appreciate your honesty.

What do you do in your leisure time?

I enjoy a bit of everything I guess, including tennis, running, watching movies and sports, reading, music and traveling. I am looking forward to exploring new hobbies in the U.S.