Capital Equipment News September 2017

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CAPITAL EQUIPMENT NEWS SEPTEMBER 2017 8
That value brands are gaining a larg-
er share of the global construction
equipment market is undebatable.
Industry figures have it on good authority
that 80% of global construction machinery
sales belong to the value sector, especially
driven by the insatiable appetite for this
gear by developing markets. For example,
about 60% of the African wheel loader
market belongs to Chinese brands, while
80% of the same market in Russia is also
dominated by value offerings.
Shandong Lingong Machinery Co. Ltd is
one of China’s leading manufacturers of
construction equipment, which it markets
under the SDLG brand name. SDLG products
are targeted at the value segment, and con-
sidering the apparent global shift towards
low-spec, low-priced construction equip-
ment, the company has seen exponential
growth of its business in recent years, both
in its domestic Chinese market and export
destinations.
After years of domestic dominance in Chi-
na, especially in the wheel loader market,
SDLG has placed its focus on becoming a
global leader in construction machinery. The
building blocks for the seemingly ambitious
objective are well in place, considering that
SEEKING GLOBAL
DOMINANCE
On the back of an apparent shift towards value brands in the global
construction equipment industry, Chinese manufacturer SDLG has set itself an
ambitious target to become a global leader in the international construction
machinery sector. Backed by key investments into world-class R&D and
manufacturing processes, an ever-growing global footprint, and a strategic
product expansion programme, the building blocks to achieve the objective
are well in place, writes Munesu Shoko, who recently visited SDLG’s
manufacturing facility in Linyi, China.
BUSINESS
KEY TALKING POINTS
In 2007, Volvo
Construction
Equipment acquired
70% of SDLG
In 2010, SDLG expanded
its product offering
with the opening of a
197 000 m² excavator
production line
SDLG has
completed about
40 technological
innovation projects
at state level
The OEM is among
the Top 4 sellers
in the Chinese
excavator market
Excavator series
ranges between
1,5 and 46 t of
operating weight
After years of domestic dominance in China,
SDLG has placed its focus on becoming a global
leader in construction machinery.
70%
SHARES
1,5 & 46 t