SDLG expands into North America

Chinese company introduces two simple wheel loaders at up to 30% price advantage in North America.

SDLG's facility in Linyi, China produces 45 wheel loaders a day.
SDLG's facility in Linyi, China produces 45 wheel loaders a day.
Sdlg 11057518

Shandong Lingong Construction Machinery Co., Ltd., (Lingong) will introduce its SDLG branded equipment to customers to North America. The company committed to entering the North American in the second quarter of 2013. It took just three months working with the engine manufacturer, Duetz, for SDLG machines to comply with U.S. regulations. Now, less than a year later, the SDLG machines are on their way to dealers in the North American market.

Volvo's Chinese Subsidiary to Bring Price-Leader Loaders to North America

SDLG is launching two models from its range of wheel loaders, the LG938L – a 2.4-cu.-yd. (1.8 cu. m.) loader with a rated load of 3 U.S. tons, and the LG959 – a 4.0-cu.-yd. (3.1 cu. m.) loader with a rated load of 5 U.S. tons.

These wheel loaders will use a different technology than some buyers are looking for. The units are described as simpler, older, reliable and practical without all the "bells and whistles" some users may want. This approach to manufacturing allows the units to be up to 30 percent less expensive than their competitors.

The entry into North America is the latest phase of the company’s ambitious international expansion program. Recent introductions have seen SDLG enter markets such as Latin America, Russia, Oceania, Africa, the Middle East and much of Asia – with considerable success. The company’s products attract customers who are looking for new machines that are reliable, simple and with a more competitive price point than premium, features-led equipment.  

"We want to be a global competitor," says Al Quinn, SDLG’s director in North America. "We know we get help from our big brother (Volvo), but we're proud of our brand and we can sell on our own merit."

Initially the SDLG products will undergo an introduction phase with select dealers before being rolled out to a wider customer base across North America in the coming months. "We are going at this with a slow approach," says Quinn. " We do not want to introduce brands to other markets before they know it will succeed and know that they can successfully support it."

Supported growth ambitions

Founded in 1972 and headquartered in Linyi, China, SDLG has been in a joint venture with Volvo since 2007. With manufacturing facilities in China and soon-to-be Brazil the company’s product range consists of wheel loaders, crawler excavators, backhoe loaders, soil and asphalt compactors, and motor graders.

“The availability of SDLG machines in North America will provide customers with a new alternative when it comes to purchasing their next wheel loader,” says Quinn. “We believe that the SDLG value promise of high reliability in a value priced product will be appealing to many customers, especially those who would otherwise look at purchasing a used machine. The brand’s arrival in North America is great news for customers who want cost-effective machines that are durable and high quality.”

For more information go to: