Navigating Scale and Complexity: Ludivine Morbois on Expanding Ahlers in North America
Ludivine Morbois, Project & Procurement Manager, has joined Ahlers to lead the company’s North American operations. Based in the US, she will play a key role in supporting Ahlers’ growing portfolio of American customers and strengthening its expertise in complex global project logistics. We sat down with her to discuss the challenges and opportunities in the US and Canadian markets, and what Ahlers brings with its “boots on the ground.”
Ludi, could you tell us a little bit about your background and how you joined Ahlers?
I’m originally from France, and logistics has always been part of my life as my parents also worked in transportation. I started my career at Geodis, moving shipments across Europe, and later moved to the US where I discovered project logistics. The bigger and more complex the cargo, the more I enjoyed it ─ whether it was oversized machinery or heavy industrial components.
When the opportunity with Ahlers came up, it felt like the perfect match. The company has a strong reputation in project logistics, and I was excited about helping the business expand its presence in North America.
What makes North American project logistics market unique compared to Europe?
The biggest difference is scale. The US and Canada are continental markets, where distances are enormous. For example, a transport route from New York to Houston can be longer than crossing several European countries. Extreme weather across these regions also plays a key role, often dictating when and how transport can take place. Regulations vary significantly from state to state: the Gulf region offers more space and flexibility, making logistics smoother, whereas the West, particularly California, poses tougher challenges. Stricter equipment regulations aimed at reducing air pollution decrease capacity and make permit approval more difficult, adding complexity to project planning and execution.
What opportunities do you see for Ahlers in North America?
First, it’s about being close to our existing customers. Ahlers already supports many US companies with projects all over the world. Now, with our own branch here, we can offer them direct, on-the-ground support.
Second, it’s about sectors where we can add real value. Metals, energy, and industrial machinery are key verticals for us. The US infrastructure renewal plan alone is driving significant demand for oversized and project cargo. For example, the American Society of Civil Engineers estimates $2.6 trillion in infrastructure investment needs by 2030.
Finally, we bring what I like to call “the European touch”: quality, precision, and care in execution, combined with a strong local carrier network and personal relationships. That combination sets us apart.
What challenges are customers facing right now in the region?
One major topic has been tariffs and trade policy uncertainty. Clients want clarity: they need to know how duties will impact their supply chains. Our team has been helping them navigate these changes by advising on HTS codes, customs procedures, and smarter routing options.
Another challenge is capacity. The U.S. trucking industry is facing driver shortages and rising costs. In this environment, building strong relationships with carriers, understanding the value of their time, and making it more efficient for them to work with us makes a huge difference. And that’s exactly how we operate. Ensuring drivers are paid fairly and on time is crucial to maintaining these partnerships. From my experience, forming deeper connections with people, truly getting to know them, often inspires them to go the extra mile. Sometimes a small gesture, like offering breakfast to a driver who goes above and beyond and saves the company money, can have an outsized impact on morale and performance.
Sustainability is high on the agenda globally. How do you see it developing in North America?
I see two different approaches. In Canada, sustainability is already a priority ─ regulations around emissions and carbon reporting are becoming stricter, and companies are paying closer attention to their environmental footprint. In the U.S., awareness is also growing, and with Ahlers’ experience, we are well-positioned to guide companies through this transition, helping them stay relevant and competitive in a rapidly evolving landscape. We have strong expertise in designing supply chains that help reduce CO₂ emissions. I think this will be a real value-add for our clients here.
How will Ahlers stand out among local competitors?
We combine global reach with local care. Many brokers in the US see transport as a transaction, but we approach it as a partnership. I believe in being transparent with customers: if there’s a challenge, we bring the solution to the table right away.
Our personal relationships with carriers, our European quality standards, and our ability to connect the US to complex markets (such as Central Asia or Ukraine) are key differentiators. When Ukraine’s reconstruction begins, for example, US companies will be looking to supply machinery and materials. Ahlers is uniquely positioned to connect them with those opportunities, thanks to our long-standing presence and expertise in the region.
