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Hy-Brid Lifts names Liner CEO

By Stephen Elliott

March 3, 2024

Hy-Brid Lifts by Custom EquipmentEric Liner Hybrid Lifts CEO, Richfield, Wis., has appointed Eric Liner as its new president and CEO. He succeeds Jay Sugar, who led the company for the past three years and is retiring.

“We are extremely pleased to welcome Eric Liner as our new president and CEO,” said Steve Ellis, Custom Equipment operating manager of the board. “Eric’s extensive background in both the access and material handling industry is a perfect fit for our vision to expand our product portfolio under our new AXCS brand name and grow our market share in North America.”

Liner is an industry veteran with more than 20 years of general management and executive experience in the access and material handling industry. His background encompasses a wide range of business disciplines including sales, product support, operations, finance, and new product development. His most recent position was president and CEO for LGMG North America, and previously the executive vice president, Americas at Skyjack.

“On behalf of the board, we would also like to take this opportunity to thank Jay Sugar for his leadership over the past three years, having successfully navigated the company through an extremely challenging business environment,” said Ellis. “His vision and perseverance have the company poised to capitalize on significant new growth opportunities well into the future.”

“I am excited for the opportunity to lead Hy-Brid Lifts into the future. The new partnership with ASKO, and their family of brands, creates a tremendous opportunity. It immediately expands our access equipment portfolio, quickly positions us to enter the North American telehandler market and provides additional workforce and financial resources as we continue to grow,” said Liner. “The new products will be brought to the North American market under a newly formed brand name, AXCS. I am looking forward to working alongside our strong veteran leadership team as we establish ourselves as one of the industry’s premier equipment manufacturers.”