How Bobcat CDO Roy Greco Is Building a Digital Foundation for AI and Growth

Roy Greco (0:00)

It's not uncommon for machines to disappear from job sites. And Machine IQ allows us to track a machine that may have wandered off, but it also has the ability to electronically disable any machines.

Peter High (0:13)

Welcome to Technovation. I'm your host, Peter High, the president of Metis Strategy. My guest today is Roy Greco. Roy is the chief digital officer of Bobcat Company, one of the world's leading manufacturers of compact equipment and worksite solutions. Bobcat helped create the compact equipment industry in 1950s and today offers everything from loaders and excavators to tractors, utility vehicles, forklifts, attachments, parts, and services. The company generated approximately $6.2 billion in revenue in 2025, and is part of South Korea's Doosan Group.

Roy has been in his role for roughly three and a half years and leads a broad portfolio spanning enterprise technology and data strategy, cybersecurity, digital customer experience, and the platforms that support Bobcat's dealers and global operations. His team also helps lead a major business process in Greenfield ERP transformation designed to create a new foundation for the company's future growth. In today's conversation, we'll discuss Bobcat's business transformation and modernization, the role of data and AI, how connected equipment is changing the relationship between Bobcat, its dealers and its customers, and what the increasingly autonomous job site may look like in the years ahead, among other topics we'll cover.

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Roy, welcome to Technovation. It's great to speak with you today.

Roy Greco (2:37)

Good morning, Peter. Glad to be here.

Peter High (2:40)

I'm glad you're here as well. So I thought we'd begin, if you don't mind, for those who may be less familiar with it, talk a bit about Bobcat as a business, the business that you help lead.

Roy Greco (2:50)

Yeah. So Bobcat is a global equipment manufacturer with our history in compact equipment. Actually, in the 1950s, late 50s, we invented the skid steer based on the need of a turkey farmer who needed a machine that was light enough to go to the second floor and agile enough to work through the barn. That was the start of compact equipment and our leadership in that segment.

We continue to broaden our portfolio. So beyond compact equipment and loaders, we now have excavators, portable power, material handling, which is forklifts, earth equipment, and general grounds equipment. So a pretty broad portfolio. And it's interesting to see it evolve, not just physically and how we're solving problems for our customers, but also digitally and how we begin to enable digital actions within the machines. As the machines were once just tool carriers with attachments, but now they're tool carriers and software carriers at the same time.

Peter High (4:02)

And the company is part of Doosan Group out of South Korea. Can you talk a bit about how you and the broader entity operate together?

Roy Greco (4:11)

Yeah. So Bobcat was purchased by Doosan many years ago.

I think it's a great dynamic. Certainly, diversity and cultures always helps, and the business world is global, right? So you get the benefit of our holding company in Korea and what they bring, and also the innovation, the history of Bobcat, which was started in North Dakota. So it's a great dynamic, and personally and professionally, it's great to see both sides come forward, let's say.

Peter High (4:52)

Fascinating. You've been in your role as Chief Digital Officer for roughly three and a half years now, Roy. Talk a bit about your purview in that role. What does the Chief Digital Officer do in an organization like yours?

Roy Greco (5:02)

Yeah. So as a Chief Digital Officer, I've got a very wide purview of what happens in the company. I often tell people on my own team that we're the most cross-functional function in the company. If I get my leadership around the table, we pretty much know everything that's going on in the company, whether it's in the region or in a process, because we understand not only the technology, but the processes that the businesses are running on that technology. So it's a great purview.