SDLG aims to be top Chinese brand

SDLG has set itself a target to become China’s number one construction brand by 2021. Shandong Lingong Construction Machinery (known as Lingong), said it is already spending 10% of its sales revenues on research and development, and it claims up to 70% market share in a number of countries for its wheeled loaders, its largest-selling product.
April 20, 2016 Read time: 2 mins

5316 SDLG has set itself a target to become China’s number one construction brand by 2021.

Shandong Lingong Construction Machinery (known as Lingong), said it is already spending 10% of its sales revenues on research and development, and it claims up to 70% market share in a number of countries for its wheeled loaders, its largest-selling product.

“SDLG strives to become the world’s number one Chinese construction brand and it has gone from strength to strength by developing a lot of new dealerships,” said Yu Mengsheng, the company’s CEO.

It is represented in over 80 countries and in the US and North America it has 53 dealership points.

Introducing a number of new models, including a wheeled loader and excavator, the company said that it is developing a very specific KPI (key performance indicator) in terms of large machine models.

The company, and its European partner 7659 Volvo Construction Equipment, work on a novel arrangement that sees the two companies using a dual brand marketing strategy.

According to Yu Mengsheng, SDLG sales in the Chinese construction market are down by 40%, but because his company is a “global brand” a lot of revenues are from exports, and in this area the business is not impacted.

“SDLG is growing robustly and with good momentum as we continue to strengthen our sales network and aftermarket support,” he says.

“Several of our most popular models have been rolled out to major markets in recent months and as SDLG continues to develop in key regions, the company will rely even more on its strong sales network. The robust and reliable design of our machines, coupled with their value pricing and excellent job site performance, makes them an attractive choice for many equipment users across the globe.

“The bauma 2016 exhibition gives us the perfect opportunity to showcase the breadth of the SDLG range, from our popular wheeled loaders to our motor graders and backhoe loaders.

“We are working with Volvo on becoming the number one Chinese brand,” said Yu Mengsheng.

For more information on companies in this article

Related Content

  • LiuGong has major plans for future corporate development
    December 10, 2015
    LiuGong unveiled new machines as well as its plans for the future at the BICES 2015 construction equipment show in Beijing recently. Trading conditions are tough in China at the moment, but LiuGong is performing better financially than many of its local rivals according to the firm. LiuGong’s vice-president, Dave Beatenbough said that the firm is particularly well known for its wheeled loaders, a product line for which the firm is a market leader in China. However, he explained that the company is actively
    Read More
  • Volvo CE opens Chinese technology facility
    March 20, 2014
    Volvo Construction Equipment has carried out the official opening for its new technology centre in Jinan, China. The 50,000m2 facility is located in China’s Shangdong Province, China and will focus on developing products and components for customers in emerging markets. The centre combines design offices with workshops and facilities for testing both complete machines and components. Currently there are more than 150 employees working at the facility, the majority of which are local engineers, but employee
    Read More
  • XCMG develops overseas presence
    April 29, 2015
    Chinese construction equipment manufacturer XCMG is in the process of developing its operations outside of its home market, in a bid to strengthen its international profile XCMG recently won a large export order of 80 machines to the Middle East, which will raise the profile of the brand in this market. The deal is significant for XCMG as it gives the company a stronger foothold and greater brand recognition in the Middle East, helping with its plans to develop exports. The machine order includes an a
    Read More
  • Caterpillar is developing its Chinese operations further
    April 10, 2014
    Caterpillar has carried out an official renaming ceremony for the Chinese operation formerly titled Shandong Engineering Machinery Co. It is now called Caterpillar (Qingzhou) Co. The Qingzhou facility will be used to produce the Caterpillar-branded 950GC wheeled loader at present) and SEM-branded products at the plant. Caterpillar will carry out a dual brand (Caterpillar and SEM) strategy in China, so as to provide differentiated products to the Chinese users.
    Read More

Highlighted Content