BEST IN CLASS
| February 2017
LiuGong wanted its overseas business
to exceed 30 percent of the company’s
revenue by 2015. The company achieved
this goal a year early. While part of
this was due to a downturn in the
domestic market in China, a large
portion is attributed to the growth
of its global presence.
Its competitive strategy means that the
North American market does not support
any manufacturing. This is common for
the industry, and in fact many of LiuGong
N.A.’s competitors operate the same
way. Lower manufacturing costs create
a competitive strategy for the company
to break into an industry that has been
around for decades in the U.S.
But its dealer network in the U.S. and
Canada is a strong web of individuals and
businesses dedicated to the company’s
strategy, and is the competitive edge they
need to earn a bigger market share.
“The biggest thing to understand about
Liugong N.A. is that we’re still growing,”
shared Marcus Menough, the company’s
Director of Sales and Marketing. “All of our
competitors have been here for decades,
and yet we’re only getting bigger.
“But being less than a decade old means
that there are territories still wide open
for LiuGong N.A. expansion. We’re
incredibly proud of the dealers we have.
We have businesses of every size
carrying and servicing our equipment.
We’re looking forward to having more
dealers join the network to help us
penetrate more of those open markets.”
Just last month, LiuGong launched its
new Tier 4 Final H-Series wheel loaders
and E-Series excavators to North
American construction equipment dealers.
The company’s new state-of-the-art R&D
facility in China was the backbone of the
LiuGong’s progression moving forward
with its Tier 4 innovations.
The new machines feature cleaner
engines, more efficient systems, and
improvements to the cab that enhance
the operator experience. The goal
now is to continue to expand its dealer
network and “build a support system” to
accommodate more customers and its
“This is the next step in the evolution
of our company,” said Li Dongchun,
Chairman and President. “Our new and
better machines are followed by an
upgraded commitment to digitalization.
This will be the standard in the future,
but we want to make our machines and
dealers ready for it right now.”
Along with the new upgraded wheel
loaders and excavators, LiuGong N.A.
offers a range of bulldozers through its
Dressta brand. These range from the new
TD8 hydrostatic to the TD40 machine.
Acquired in 2011 by LiuGong, Dressta has
a long history in the Americas. LiuGong
hopes to capitalize on that history and
confidence from the market.
“We are aware that the North American
market is large and we have vast open