The intention is to overcome any misgivings about the brand by buyers, who may be interested in the value proposition based on machine price.

LiuGong has embarked on a strategy in Europe to convince machine operators of the desirability of the LiuGong product, acknowledging the “universal acceptance” that while operators are not responsible for spending the money or signing the paperwork, their perception and decision is vital in selling machinery.

LiuGong’s European dealers are taking a new approach to their sales method, allowing users a flexible hire use to try out the equipment, before making a purchasing decision.

The intention is to overcome any misgivings about the brand by buyers, who may be interested in the value proposition based on machine price.

In the Netherlands, the local dealer made a number of sales in this way, including winning over a operator, André Keijzer, who was sceptical when the owner agreed a deal on a LiuGong 925LC excavator based on price, having previously refused to continue using another Chinese brand.

Keijzer was given the final decision as to whether to purchase or return the machine. He approved it, saying: “you cannot compare LiuGong to other Chinese brands; they are not at all alike.”

It was a view shared by the plant manager at construction company Van Dijk, Willem Jan van Werven, whose wheel loader purchasing decision was influenced by the flexibility of the long-term hire before buy opportunity.

“Even though we know that Chinese brands will be future leaders in the construction industry, we were a little uncertain about what LiuGong could offer.

“We did a lot of research online before committing to the purchase and found that LiuGong is a major player globally and that most of the technical components are from western Europe so there is very little risk, but we were still keen to see how it performed. The operator has found it very easy to operate and we have found that the larger wheel loader makes it easier for the staff to do their jobs by speeding up processes and creating additional capacity.”