Chinese manufacturer LiuGong has partnered with a new dealer in France, DiviMat, and has outlined plans to introduce what it called "value for money" machines to the French market.

At a customer demonstration event in October, LiuGong said it showcased EU Tier IV-compliant excavators, wheeled loaders and dozers.

President of LiuGong Europe Yuanxiang Xiao said, “We are introducing a new value proposition on a pretty saturated market, and that hasn’t happened in France for decades. Robustly establishing the brand positioning will be crucial.

“If we manage to establish our core brand values, and at the same time demonstrate that our words are supported by facts, and that this is true for all models, we will have done a great job, paving the way for long term success.”

And DiviMat president Michel Eichwald said, “Of course, the French market is saturated, but no other brand stands as clearly as LiuGong of ‘value for money’ – this is an unmet proposition, and this is a huge opportunity.”

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