LiuGong, a Chinese heavy machinery giant, establishes a successful partnership with Ecuadorian dealer 

The LiuGong brand has a new partner in Ecuador. The Chinese multinational, one of the greatest in the heavy machinery sector, joined forces with Mavesa. This Ecuadorian dealer has built a history of more than 89 years in the country, therefore it became an authority in the sector. 

Mavesa now leads the automotive market in Ecuador regarding sales, which will help LiuGong to grow. The dealer will be responsible for distributing the main products of the brand, such as Excavators, Mini Excavators, Backhoe Loaders, Wheel Loaders, Mini Loaders, Motor Graders and Cranes. The products will be strategically distributed over 27 locations in the country. 5 of those places are cities with high sales volume of heavy equipment: Guayaquil, Quito, Portoviejo, Machala and Cuenca. 

The partnership initiated because the dealer wanted to work with a global manufacturer of quality machinery. After some research, Mavesa concluded that LiuGong is the best company in this sector, having many years of history and great recognition in the market. Nowadays LiuGong is expanding its dealer network in Latin America. Sound partners, such as Mavesa, will help to deliver and even better service to the customers in South America, especially in Ecuador, where the sales will increase. 

“The LiuGong brand will benefit from a company with great history and recognition in the country. The Mavesa Group will offer a quality line of machines and contribute to the growth of our country”, informs Andres Santos Santos, Director of Machinery at Mavesa.  

Mavesa delivers efficient aftersales service, and LiuGong is all about that. The multinational appreciates maximum quality in all its development and sales processes. The aftersales support of the Ecuadorian dealer is present all over the country and serves all the customers with machinery maintenance, as well as clarifying doubts, they might have on using the equipment. 

Mavesa differentiates itself by focusing on the customers’ perception, i.e., by demonstrating they acquired a quality product that will efficiently meet their needs. Those are sound differentials of Mavesa in LiuGong’s point of view. The Chinese company is constantly searching for new dealers that share common values, in order to improve brand recognition in Latin America. 

According to Igor Lião, National Product & Sales Manager at LiuGong, the multinational is satisfied and optimistic about penetrating further in the Ecuadorian market at the side of a solid, experienced dealer. LiuGong expects to become homogenous across all the countries in the region, because this is important for the growth strategy of the manufacturer. 

The establishment of LiuGong in the Ecuadorean market allows Mavesa to deliver innovative products of a globally recognized brand. Thanks to the new partner and the satisfaction of the customers, the expectation is that LiuGong will become one of the top five in sales revenue in the country, an achievement that will add even more value to the heavy machinery giant worldwide. 

Chinese giant of the heavy machinery sector announces partnership with Colombian dealer 

LiuGong, one of the greatest heavy machinery manufacturers in the world, has recently closed a partnership with Maquitecno, a Colombian machinery dealer that has more than 19 years of experience and 4,500 customers. The new dealer is between the 5 biggest dealers in the heavy equipment market in Colombia. It aims to represent the LiuGong flag in the regional market and to contribute to the growth of the brand. 

This partnership was established because LiuGong aims to expand its dealer network in Latin America, as well as to increase sales, hence the importance of serving all the Colombian market. Maquitecno will officially represent the brand before the local customers. It will be responsible for selling machines and spare parts and offering technical support to all customers that buy them. 

LiuGong has chosen Maquitecno as its partner because this is a recognized company that brings a well-trained, skillful team, and has strategically distributed units across cities such as Medellín, Bogotá, Cali, Bucaramanga and Barranquilla. Besides, the Colombian dealer intends to expand its business, by creating new units in Ibaque and Yopal. 

Maquitecno delivers a quality aftersales service, and that is what interested the managers of LiuGong Latin America. The idea is to combine the quality of LiuGong machinery and the trust of Colombian people on Partequipos. The dealer is well known for its role in agriculture, mining, construction and industrial sectors. The new dealer will trade Excavators, Wheel Loaders, Rollers, Motor Graders and other LiuGong products.  

Igor de Lião, National Sales & Product Manager at LiuGong, is optimistic  and satisfied about the Latin American partnership: “In recent years, LiuGong has been developing an expansion plan in Latin America, with the goal of conquering the markets that exhibit greater sales potential and could help in growing the company. Colombia is one of those countries where LiuGong does want to be present. To be successful, we needed a strong and efficient partner, and Maquitecno is all about that”. 

The presence of the Chinese giant in the Colombian market is positive to the local customers, who now will have access to an innovative, globally recognized brand by the quality of its products and the efficiency in its customer technical support. Both companies are optimistic about the possibility of an increase in sales, which will further the establishment and recognition of LiuGong in Latin America. 

The Chinese multinational moves ahead of big players in the market and establishes itself as one of the most renowned brands in the Yellow Table ranking of construction industry 

Among heavy machinery manufacturers, LiuGong is the one that has grown the most in the last decade. With operations across 5 continents, the multinational celebrates now the 15th position in the Yellow Table’s annual, ranking by KHL magazine.. In the last year, the Chinese brand ranked 19th on the list and now, in the 2020 survey, it is already approaching the TOP 10, getting ahead of big players in the industry, such as CNH, Hyundai and Kobelco. This privileged result represents a major win for LiuGong, which, in recent years, has invested in an ambitious market expansion plan. 

According to the Yellow Table, Chinese companies were the only ones in the construction industry to experience a significant growth in 2020. Off-Highway Research states that China achieved a 14% increase in sales of heavy machinery equipment, while all other major markets suffered a decrease. This allowed LiuGong to establish itself among the fastest-growing companies in recent years and to occupy a privileged position in the rankings.  

In 2021, LiuGong’s global sales were $3.338 billion, according to the survey. This number represents a considerable change, compared to previous years, such as 2019, when the Chinese giant sold $2.765 billion. The multinational is referred to, in the annual ranking of Yellow Table, as one of the companies that has grown the most in the last 5 years, since the brand jumped from 31st position in 2017 to 15th in 2021. LiuGong expects those figures to continue to evolve in the coming years, as the brand’s new releases reach successful sales. 

In Latin America, LiuGong has also experienced massive growth. The brand has established partnerships with renowned dealers in South American countries, which accounts for the exponential increase in the multinational’s sales. LiuGong recently launched a new Wheel Loader model, the 848H Sugarcane. Designed exclusively for the sugar-alcohol market, LiuGong’s new launch has been an absolute success in the heavy machinery industry.  

All those good news mean that LiuGong is even more motivated to continue producing quality machinery and equipment that fully meet the needs of its customers, spread across 5 continents and more than 100 countries. The goal for next year is to reach – and maybe to surpass – top companies in the global construction market. 

Source: https://digimag.international-construction.com/magazine/reader/215133

Xi Jinping, President of the People’s Republic of China inspected the city of Liuzhou in South China’s Guangxi Zhuang autonomous region and paid a visit to LiuGong.

Xi learned about the reform and innovation of enterprises, and the development of the manufacturing industry and distinctive local businesses. He said that only innovation can help the equipment manufacturing industry become stronger.

Xi visited LiuGong’s culture hall, R&D test center and excavator assembly factory. He also listened to LiuGong’s recent development and communicated with LiuGong’s staff. 

From building its first wheel loader Z435 in 1966 to the brand new 856E MAX electric wheel loader, LiuGong has opened a new chapter in the independent research and development. During the past 62 years, LiuGong has been committed to technology innovation and followed the strategy of total globalization, total solutions and total intelligent.

So far, LiuGong has 13 categories of 32 product lines, among which the global sales volume of wheel loaders ranks first. With 5 global R&D bases, 13 overseas subsidiaries, 17 global regional parts centers and 20 manufacturing facilities, LiuGong has delivered its products to over 170 counties and the overseas sales revenue has kept increasing in the past six years, which accounts for more than 30% of its total revenue. 

15 December, 2020, Liuzhou – The day was the annual LiuGong Global Conference in Liuzhou, Guangxi, China. This was a special and unique event with nearly 500 representatives including dealer representatives from almost 100 countries, customers, industry association delegates, business partners, LiuGong management team and staff attending the event both in person and online.

https://www.liugong.com/en/Liugong/LG-News/News/2020/1216

LIUGONG AND SERPEMA: A SUCCESFUL PARTNERSHIP IN THE HEART OF BRAZIL 

Heavy machinery multinational places Brazilian Midwest at the core of its strategy 

In the past years, LiuGong Latin America has implemented in the Brazilian market an ambitious plan to expand its regional dealers network. That number has grown in quantity and quality, based on partnerships with traditional companies in each Brazilian state. 

Serpema, a company that has represented the LiuGong brand since March 2020, is one of those dealers. They are responsible for equipment and part sales, as well as for after-sales service to LiuGong customers in the state of Mato Grosso do Sul. Serpema’s portfolio offers all the LiuGong equipment available in Brazil: Wheel Loaders, Excavators, Mini-excavadors, Motor Grader and Road Roller. 

LiuGong counts on Serpema to take its brand to the Brazilian Midwest, a region where agribusiness has a strong presence. Following this view, the Chinese multinational plans to intensify its marketing actions in the region as of the upcoming years. In order to do so, the idea is to rely on the experience of companies such as Serpema, i.e., players that already have a consolidated brand and are a reference for the local public. 

“We are pretty sure that we have made the right choice about this partnership with Serpema. This player has been working since 1995. We are talking almost 30 years of experience in dealing with highly demanding customers. In this context, we believe Serpema is the best name to represent LiuGong in Mato Grosso do Sul”, states Igor de Lião – National Sales and Product Manager. 

Over the years, Serpema has been able to get closer to its audience and has been taught an important lesson by the market: it is not just about selling machinery, it is about delivering solutions that will meet the customer’s needs. Cláudio Soler, Director of Serpema, clarifies this different approach: “For us, it is very easy to be a dealer, because we are already used to provide support, to solve our customers’ problems: we do field work, fix issues, reform machines and sell spare parts. A big issue I see in the market nowadays is about after-sales. We are very fortunate in this aspect. Serpema is locally acknowledged for providing the best after-sales service. Our moto is ‘strong support’.” 

A success story 

Serpema is a Portuguese acronym for serviços (services), peças (parts) and máquinas (machines). The brand was founded in 2002, with the aim of supporting Soam, another traditional company in Mato Grosso do Sul. Soam’s story began much earlier, in 1995. 

At the beginning, the two companies shared responsibilities: Serpema dealt with maintenance, while Soam took care of parts. However, in 2007 that scenario started to change for better. Serpema became the exclusive dealer of a heavy machinery manufacturer. 

Throughout time, Serpema Group has collected success indicators. For example, it accounts for 65% market share in Mato Grosso do Sul’s heavy equipment area. This fact has strengthened the names of both organizations. 

“Between 2010 and 2012, 6.5 out of 10 excavators sold in the state were ours. That was an astronomic market share. We then applied ourselves to do an even better job in customer service, and, by doing so, most of our next sales were based on recommendations”, remembers Cláudio Soler, Director of Serpema. 

LIUGONG AND VALVOLINE FORMALIZE PARTNERSHIP IN THE REGIONAL MARKET 

A deal with the American manufacturer will start the development of an exclusive line of lubricants for LiuGong equipment 

LiuGong Latin America has just formalized a partnership with Valvoline, an American company that is a world reference in lubricant manufacturing. Such agreement means that LiuGong will start to offer the Brazilian market (and later also the Latin American market) a private-label line of products, developed exclusively to meet the specific needs of its equipment. 

This global partnership has now reached Brazil and helps to shape the history of LiuGong and Valvoline, the brand’s strategic partner. The greatest beneficiaries of the deal are the customers, who will have access to an essential item to keep their machines in perfect operation, all this with the guarantee of a product certified by LiuGong product engineering, at a global level of quality and performance. 

This initiative is consolidated at a strategic moment for the Chinese brand’s operations in the region. According to LiuGong, the idea is that the new product line will lead to greater customer loyalty. “When requesting the dealer reviews, our customers will make a single purchase: products and services that will be carried out by professionals trained by the factory, maintaining the original characteristics of LiuGong products”, explained Luiz João Filho, Spare Parts Sales Coordinator. 

Regarding the technical aspects, it is worth noting that Valvoline products will serve the entire LiuGong equipment line, such as loaders, hydraulic excavators, motor graders and rollers. The partner will provide engine oil, hydraulic transmission oil, radiator additive and lubricant fluid analyses. Therefore, the components will have longer lifecycle and less heating, and, above all, the equipment will achieve greater productivity.  

FROM GLOBAL TO REGIONAL – A central factor that contributed to the agreement at the regional level was the successful track record of LiuGong and Valvoline in the global arena, an understanding that is reciprocal for both brands. 

“This partnership with LiuGong demonstrates an important step forward in our strategy to consolidate our global partnerships also in Brazil. We want to bring quality and high performance products to LiuGong consumers, which will help keep the equipment always ready to deliver the best performance”, said Osvane Lazarone, Sales Manager at Valvoline.  

The President of LiuGong Latin America, Mr. Dawei He, stressed the importance of maintaining the focus on the customer. The executive explained that now the customer starts to count on even more quality products, shorter downtime for equipment and lower maintenance cost. “A long-term partnership has been established between LiuGong and Valvoline. LiuGong is always innovating and offering the best solutions for its customers, both in products and parts and in services”, he stated. 

Do you want to know why LiuGong is moving in fast pace to the top? Because we do massive investments in improving our technology and always take special care of our customer’s needs. 

We have successfully applied a growth, conquest-marketing strategy to the technology of our wheel loaders and now we would like to share this vision with you. 

Check out this article from M&T review. It’s a must-read! 

The content is available on this link: 

LiuGong was highlighted on August edition of the M&T, one of the main heavy machinery reviews in Latin America. 

On this exclusive talk, you can find a summary of our President’s view, Mr. Dawei He, and his plans for LiuGong’s operations in Latin America, especially in Brazil. 

You can access the interview on this link:

The future of heavy machinery is at Conexpo 2020. Therefore, LiuGong Latin America sent the best of its teams of employees and distributors to that great event. The teams have used their experience to absorb knowledge and to learn about market trends.

Our special hug to the representatives of LiuGong distributors who are part of this delegation: CBMaq, Priori and Tracsul.

A strong brand reflects a supportive team and managers who are always looking to find solutions and propose tools that facilitate the work of their employees, partners and customers.

During Conexpo 2020, Mr. Kevin Thieneman, Vice President of LiuGong Machinery and Chairman of LiuGong Americas, and Mr. Tiago Eufrásio, Product and Marketing Manager at LiuGong Latin America, took the opportunity to reinforce the ties with the ones present.

We would like to thank all of our partners who honored us at that event and send a special hug to our distributors across all Latin America! May more experiences like this come in a near future. Count on us!