LIUGONG machines are tipped to become an increasingly significant presence on Scottish construction sites following a stunning debut at ScotPlant earlier this year.
The Chinese manufacturer, represented by UK distributor Fox Equipment Sales, is targeting major expansion in the UK with an array of products including excavators, mini-diggers, wheel loaders, dozers, and aerial work platforms.
Following ScotPlant, a number of machines were put out on demo north of the border, and sales are beginning to rise.
One recent deal saw Bonnybridge-based George Burns Plant Hire invest in two brand-new LiuGong excavators – a 915 15-tonner and a 909 nine-tonne option. This followed a successful demo period involving a 909 and a 922 crawler excavator.
Founder George Burns told Project Plant that with equipment prices escalating, he had been looking at alternative brands to see what was on offer, as well as servicing and warranty packages. He revealed that if the LiuGong machines perform as expected over the next 6-12 months, there is scope for further purchases in future.
“A couple of companies came forward and LiuGong were one of them,” George explained. “We got demonstration machines. They were good, the package was good, so we’re now moving on and buying their kit.
“If the deals are right, and the machines are right, the future should be good for these companies with us.”
Plant manager Tom Taylor added that the LiuGong models the company had on demo performed at a similar level to those from other manufacturers the firm is used to operating.
“They’ve got the same toys and gimmicks inside them that the rest of them have,” he commented. “They’ve all got Bluetooth, heated seats, air con. They ticked all the boxes.”
The new machines, which are fitted with Hill hitches, are set to go to work on a variety of projects including housebuilding, new schools, and wind farms.
George Burns Plant Hire is a sister operation to GBSS Civil Engineering. The group, which started in 1994 with one machine, now boasts a fleet of over 100 models. The business is relocating to new bespoke premises in the Falkirk area next year with its own yard, workshop and offices.
George and Tom highlighted the importance of relationships and a strong service/warranty package. A five-year/10,000-hour package proved appealing, along with a buy back commitment if the machine breaks down.
“The sales team only sell the first machine,” Tom said. “It’s the back-up service that sells the rest. It’s great having a nice, shiny machine but if it’s sitting parked up and we can’t get it fixed, it’s no good to anybody.”
That quality of service is how Fox intends to stand out in the highly competitive Scottish marketplace.
Area sales manager Becky Daley explained that with customers increasingly looking at costs in a challenging environment, there is an opportunity for ‘underdogs’ to break into the market – but only if they get the service side spot on.
“Overall, it’s still a difficult market,” she added. “Some of the bigger competitors are discounting machines heavily. We came into the market at the same time as quite a lot of other new Chinese manufacturers so there’s (a lot of competition) and they’ve had a bit of a head start on us. It’s difficult, but I believe in the machines so it’s a long game for us.
“LiuGong class themselves as a premium Chinese brand, with better quality parts, thicker steel, LED lights, quick hitch buckets. They’re trying to be a premium product.”
In Scotland, depots have opened in Livingston and Westfield, Aberdeen, offering stock, parts availability, and engineering expertise. Becky is confident more locations could follow, but the immediate aim is to gain a stronger foothold in the market.
“The demos have gone really well,” she added. “The machines have been well received, but it’s the service that’s going to set us apart. If we can offer a really good service – better than our competitors – then we stand a good chance of coming through on top.”
LiuGong machines appeared at ScotPlant for the first time ever this year. The firm’s line-up included the award-winning Dressta TD-16N compact dozer, 9051F compact excavator, 856H wheel loader, and electric aerial work platforms.
Becky believes the visibility provided by the event has been pivotal in establishing the brand with industry workers who were not previously familiar with the machines.
“People need to know that we’re investing and that we’re here to stay,” she said. “If you’re not there, somebody else is. We sold a few machines on the back of ScotPlant.”
Another recent purchase was made by Nicol of Skene – a 9051F excavator the firm showcased at the Echt Show in Aberdeenshire in July.
Word of mouth is going to be crucial if LiuGong is to make further inroads in Scotland. The hope is that firms like George Burns and Nicol of Skene will have a positive journey with the brand and share their experience with others.
Becky is confident that in the not-too-distant future, LiuGong models will be commonplace on sites across the nation.
“I’ll work my hardest to make sure that’s the case,” she added. “That’s what I’m here for, that’s my goal. People will see companies like George Burns and Nicol of Skene buying the machines and it will give them confidence.”
