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| 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

new machines.

“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