Returning to bauma with a solid sales and distribution network, and a product line that continues to grow and develop year on year, the SDLG brand is going from strength to strength.The company is attendingbauma 2016 after a successful year, in whichit continued to reinforce its international reach and solidify its status as a global player in the construction machinery industry.
As the largest show of its kind, bauma2016 is the ideal place to showcase the product portfolio of SDLG, which is manufactured by leading Chinese construction equipment manufacturer, Shandong Lingong Construction Machinery Co., Ltd (Lingong). At the show in Munich, Germany, SDLG will present a range of its best-selling machines while underlining its development as an international company.Ongoing expansion saw SDLG dramatically boost its global reach in 2015. The brand is represented by 77 dealers worldwide, supporting thousands of SDLG machines spread around the world.
Worldwide growth
Last year,SDLG launched its range of Wheel Loaders, Backhoe Loaders, motor Graders and Road Rollers into Myanmarthrough its local dealer. In July, Nepal received its first delivery of SDLG-branded machines and in October 2014, following a new dealer signing, SDLG-branded Wheel Loaders, motor Graders and Backhoe Loaders became available to the Timor-Leste market too.
The brand also launched in New Zealand in August 2015, where SDLG Wheel Loaders are now available to the local market; customers in New Zealand are supported by SDLG’s superior parts and service backup. Meanwhile, dealers in Africa expanded their facilities in order to meet growing demand in the region. In July 2015, SDLG celebrated the launch of a new showroom in Morocco despite tough market conditions in the country, demonstrating that the company’s customer base is continuing to grow year on year. Meanwhile in June, a new parts and service facility was opened in Sudan.
“While expansion has continued globally, our markets in Asia, Africa and the Middle East remain our strongest and the company continues to invest in its presence in these regions,” says SDLG’s president Yu Mengsheng.
In October 2014, SDLG became one of the first Chinese construction equipment brands to open a parts warehouse in Southeast Asia, improving parts availability and service response time in the region. Located in Singapore, the new parts warehouse now serves Southeast Asian markets, continuing SDLG’s mission of improving product support for its customers.
SDLG launched its first CE-marked wheel loader, the LG958L, in Turkey in May 2015. There has been a growing demand in Turkey for reliable construction equipment with good aftermarket support that delivers a fast return on investment. The LG958L certainly meets these requirements, and the machine’s launch in Turkey contributed to SDLG’s continued global growth. SDLG also enjoyed a successful appearance at bauma Africa in September 2015, where the company launched its popular and highly-efficient B877 Backhoe Loader into African markets.
In North America, SDLG has only been active for a little over two yearsbut it is already seeing signs of success. Launching with only seven dealers and 12 locations, the brand’s dealer network has now expanded to 29 dealers and 53 locations across the U.S and Canada. Customers are finding the company’s wheel loaders to be a great value option in a market that has historically been dominated by premium machines. In fact, SDLG launched its fourth wheel loader model to the North American market in July 2014 to meet customer demand for a machine in the 3.0 yd³ capacity class.
SDLG has found a foothold in industries such as snow removal, materials handling, construction and recycling, and has begun winning government and municipal bids in the region. Also appealing to customers is SDLG’s 21st century product support initiative. The strategy involves having a central parts location to expedite shipping and service needs. As more dealers and customers come to learn the benefits of SDLG wheel loaders, the brand is poised for success in North America.
In addition to the host of new regional launches and landmark machine deliveries in 2015, SDLG also rolled out its Top Driver campaign in Thailand. The program was aimed at enhancing machine operators’ skills and improving safe practice on site.
SDLG also continued its ongoing partnership with the Asian Football Confederation (AFC). In 2015,as one of the main sponsors of the AFC Champions League soccer tournament, SDLG hosted a customer event at a match in Vietnam. SDLG showed several machines outside the stadium, including the LG936L, LG953N and LG956 wheel loaders. All the machines were displayed under the theme China Lifts Football Dreams. The partnership is part of SDLG’s continuing efforts to develop its presence in Vietnam and other Asian and Middle Eastern markets.
“2015 was a strong year for SDLG and I’m confident that 2016 will be too,” says Yu Mengsheng. “The brand is growing throughout the APAC, EMEA and American regions and, as bauma2016 will draw an international crowd, the event iswell placed to help us showcase our machines and our international expansion.”
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