XCMG Machinery Unveils Its New US Brand Strategy

XCMG aims to employ the new strategy to forge a new culture within the company while embracing new trends targeting new market segments.

Xcmg Conexpo

XCMG announced its latest branding strategy at CONEXPO 2023, which took place March 14-18 in Las Vegas. According to the company, its new global slogan is "Solid for Succeed," which is part of a strategy to create a new philosophy for the third-largest construction equipment manufacturer, as well as embrace new market segments.  

XCMG plans to focus on five main areas as the basis for success:

  • Internationalization
  • High-end products
  • Customer service
  • Green development 
  • Intelligent development           

The new strategy for the U.S. involves XCMG's service commitment, "Empowering Companion at Your Service," demonstrating its dedication to its customers while providing deep insights using its industry foresight. The company aims to serve all its clients as a collective unit that its customers can rely upon. The new slogan, "Solid to Succeed," marks the company's commitment to act unrelentingly in its response to its clients, with the ultimate goal of zero downtime for them as an ultimate partner, the company said.

XCMG has also updated its mission to encompass "Responsiveness and Value." The company devotes itself to always being responsive, proactive and constantly creating extraordinary value for customers from the perspectives of quality, services, and technology. XCMG chose the new slogan as a means of demonstrating its global scale coupled with a dedication to localizing its operations. The forward-looking slogan also highlights how the company actively responds to all valuable technological trends as part of its mission to serve its customers effectively. Furthermore, the slogan aims to showcase the company's customer-centric attitude and fast response to market needs in an environmentally-responsible manner. The company will prioritize high-quality products and risk control as it looks to develop quickly as a company. 

XCMG is the largest mobile crane maker in the world and has been China's largest original equipment manufacturer (OEM) for 34 years in a row. The company also injects 5% of its operating revenue each year into research and development.