Wandering the halls of the Liuzhou Industrial Museum, a converted factory in the centre of the Guangxi city and home to LiuGong for over 60 years, you get a sense of the enormous progress that both Chinese manufacturing and LiuGong has made over that time. From the overhauling of basic farming techniques in the post-war period to the state of the art in machinery and vehicles, the museum has been designed to tell the story of the industrial revolution that has transformed the country and opened its way into the global economy.
This is a journey that continues today. We were there because nearly a thousand dealer representatives from around the world were invited to LiuGong Machinery’s Global Dealer Conference alongside its spectacular 11·26 Global Customer Festival at its headquarters in Liuzhou. During the event, LiuGong encouraged the gathered audience to engage in industry discussions, celebrate their shared successes, and explore the many collaboration opportunities that will present themselves as the company accelerates through the ranks of the construction machinery industry. As such, LiuGong executives and industry leaders shared insights into the company’s strategies and achievements throughout our stay.
LiuGong Chairman Zeng Guang’an, who made his first appearance at the event on the cabin deck of an electric mining truck in special coating, highlighted how LiuGong’s agile response to market challenges — including the global supply chain crisis — has strengthened the company’s expertise in battery and chipset technology. Guang’an addressed the challenges posed by global trade frictions and macroeconomic conditions, noting the company’s determination to achieve above-average growth rates. He expressed LiuGong’s ambition to outstrip industry growth and encouraged other Chinese companies to adopt a similar global outlook.
It is a strategy that is clearly working. According to Luo Guobing, Senior Vice President of LiuGong, mining equipment sales have surged 80% year-on-year. Overseas mining trucks grew more than 80% in 2023 and are currently up 35%+ in 2024), with the company’s energy storage solutions showing 450% growth across 35 countries. LiuGong has also expanded its dealer base to over 380 and opened new operations in strategic locations, including Saudi Arabia and Kenya.
Russ Hudson of LiuGong Europe provided a glimpse into the future, announcing that LiuGong’s roller fleet is expected to be fully autonomous by 2027. The debut of the world’s first electric grader at the event, the 4280DE, further bolsters LiuGong’s status as a pioneer in green machinery, with this model already achieving 3,000 hours in the mining sector.
“Seeing the progression in our product range from the early days to our latest electric and autonomous equipment has been incredible.
The two-days spent around the machines and the people behind them highlighted LiuGong’s ambitions for growth and leadership in the global construction machinery industry, with a particular focus on sustainable development, genuinely innovative technology, and a strengthened dealer network.
Lee Lihong, the General Manager of Liugong Machinery Middle East FZE, and the General Manager of Liugong Machinery Industrial LLC (Saudi subsidiary), commented on the event’s impressive scale, telling CMME magazine that: “This gathering is a testament to how far we’ve come. Bringing together nearly a thousand dealers to showcase our innovations and growth ambitions speaks volumes about LiuGong’s journey and our goals for the future.”
LiuGong showcased nearly 200 machines during the 11·26 Global Customer Festival, demonstrating its extensive portfolio which now straddles across eight industries. Among the highlights was the launch of 50 new products tailored for specific sectors, such as mining loaders, motor graders, and aerial work platforms. Among machines that offered iterations and improvements to power, reliability and applications, there was also a cutting edge on display through the 50 electrified “green” products, such as excavators and graders, which have been designed to meet global environmental standards.
Introducing the range, Jack Zhou, a key player in LiuGong’s green initiative, spoke about leveraging AI, charging infrastructure, and battery technology to extend LiuGong’s global presence. Zhou underscored the essential role of dealers in supporting LiuGong’s vision of “green and intelligent machinery,” emphasising that a collaborative path can lead toward a sustainable future.
On the sidelines of the conference Deng Tao, Senior Director of LiuGong International BU, spoke to CMME about the huge development effort LiuGong was undertaking behind the scenes.
“Seeing the progression in our product range from the early days to our latest electric and autonomous equipment has been incredible. Our new electric machines — from wheel loaders to mining trucks — represent a shift in how we view technology and innovation.”
The company’s green initiatives align closely with LiuGong’s long-term strategy for environmental responsibility, a commitment evident in its Green Alliance initiative launched in 2023. This initiative’s first phase, a water well project in Africa, highlights LiuGong’s drive for meaningful contributions beyond product development. The company has also reinforced its commitment by signing agreements with institutions like Universitas Gadjah Mada in Indonesia and Beijing Institute of Technology, emphasizing its dedication to sustainable growth and global environmental stewardship.
T-Series Loaders and F-Series Excavators
At the event, LiuGong introduced the T-series wheel loaders and F-series excavators, highlighting their investment in advanced technology. The T-series loaders, designed for enhanced comfort, control, reliability, and fuel efficiency, aim to deliver lower total ownership costs for end-users. The F-series excavators, with models ranging from 1.7 to 120 tons, come in 70 variants, meeting diverse operational needs and underscoring LiuGong’s emphasis on customer-focused solutions.
Deng Tao explained, “Our strategy has always been about offering solutions that meet customer needs. From compact equipment to large mining machinery, we provide a wide range of products that align with the future demands of global customers.”
Commitment to Localised Support
Central to LiuGong’s expansion strategy is its commitment to a strong, well-supported dealer network, which the conference highlighted. Lee Lihong underscored the importance of partnerships, noting, “We don’t just view our dealers as part of a network but as long-term partners who play a crucial role in our global strategy. They provide insights, understand local markets, and help us continuously improve. This collaboration is essential to our success.”
“The Middle East is a significant market, and building trust and rapport with local dealers is crucial. We now see our dealers not only as sales representatives but as valued partners in our long-term global strategy.”
LiuGong is leaning into the local knowledge of dealers and investing in their networks and support as it grows. LiuGong demonstrated its appreciation of their efforts by recognising the top-performing dealers, including the UAE’s own Gargash GT which topped off a fine first year alongside its Chinese partner by picking up a number of awards including Best New Dealer.
In line with this, the company also signed intent purchase orders with partners, set ambitious goals for 2025, and secured strategic partnership agreements with key customers. Reflecting LiuGong’s deep commitment to its dealer relationships, Lee Lihong added, “The Middle East is a significant market, and building trust and rapport with local dealers is crucial. We now see our dealers not only as sales representatives but as valued partners in our long-term global strategy.”
Having displayed and demonstrated the machines at the Festival, the global conference was an opportunity to deep dive into LiuGong’s focus on sustainable and customer-centric innovations. The company’s range of electric and autonomous equipment clearly resonated with the audience, but it was also a powerful demonstration of how far LiuGong’s impressive repositioning from its early forays into global markets as a provider of cost-effective alternatives to competitive, high-quality machinery with a value proposition has come. It now has the machines – and customer support – to compare favourably with the biggest brands in the industry across a wide range of applications: “A decade ago, Chinese brands were often seen as low-cost and low-quality,” Deng Tao reflected.
“Today, we are proud to offer products that are not only cost-effective but also at the forefront of technology and quality.”
Delegates were also invited to visit LiuGong’s highly automated factories for wheel loaders and excavators, where they witnessed state-of-the-art production capabilities. The tour showcased the advancements LiuGong has achieved in automation and precision manufacturing, reflecting the company’s commitment to quality. Lee Lihong commented, “Our goal is to provide reliable, intelligent machines tailored for the unique challenges of the Middle East, including high temperatures and remote locations. Our subsidiary in Saudi Arabia will strengthen our presence, offering dedicated support and tailored products to our clients in the region.”
With this focus on automation and technology, LiuGong’s wheel loader and excavator factories illustrated the company’s drive to enhance production efficiency and quality control, positioning itself as a major player in the global construction equipment market. “We have our local R&D centres in key regions, including the Middle East,” explained Deng Tao. “These centres enable us to adapt our products to specific environmental conditions, such as high temperatures, ensuring they are built to last.”
LiuGong’s financial success for the first three quarters of 2024 underscores its robust market position. With a total revenue of 22.86 billion RMB, reflecting an 8.25% increase year-on-year and a 59.82% rise in net profit, Chairman and CEO Zeng Guang’an attributed this growth to LiuGong’s global market strategy and focus on high-demand sectors such as mining. Guang’an emphasised LiuGong’s ambition to enter the top tier of the global construction machinery industry within the next decade.
“We are leading in technology and innovation, creating a promising future for LiuGong and its extensive network of dealers and customers.”
“LiuGong is a truly global company, and much of our revenue now comes from overseas,” Deng Tao shared with CMME. “With global manufacturing, R&D, and service centers, we’re prepared to support our long-term, sustainable presence.” Lee Lihong echoed this sentiment, noting that the rapid expansion into new regions, such as Saudi Arabia, demonstrates its dedication to adapting to diverse market needs and fostering local relationships. With over 6,500 electric units sold and a continued investment in intelligent manufacturing, LiuGong is positioning itself as a leader in sustainable machinery, and this should open up opportunities across the world for its dealers. “We are not just competing on price anymore,” remarked Deng Tao.
“We are leading in technology and innovation, creating a promising future for LiuGong and its extensive network of dealers and customers.”
As it closes in on its 70th anniversary in 2028, this is a company that is now fully prepared to meet the demands of a sustainable and technology-driven future.
