Construction World recently spoke with Keon Kardolus, ELB Equipment’s Divisional Director for Earthmoving, and Construction (EMC), about the company’s new partnership with LiuGong, a globally acclaimed construction equipment manufacturer. This collaboration is set to reshape the Southern African construction and mining equipment landscape, bringing innovative solutions, improved after-sales support, and increased competitiveness to the region.
Expanding horisons
The partnership is a strategic alignment of LiuGong’s renowned product range with ELB Equipment’s extensive network and customer-centric approach. “ELB Equipment partnered with LiuGong to expand its product portfolio with a globally recognised brand, addressing the growing demand for reliable, cost-effective machinery,” explains Kardolus. He emphasises that this move is aligned with ELB’s strategy to strengthen its market presence and increase unit sales in Southern Africa.
Under the leadership of Desmond van Heerden, CEO of ELB Equipment, the company has experienced significant growth. “The equipment industry of today is very different from five or ten years ago. The ELB Equipment of today needs to embrace change and become a more focused and leaner organisation,” says Kardolus.
Why LiuGong?
LiuGong, one of the world’s leading manufacturers in the global construction equipment market, offers a comprehensive product range that includes excavators, wheel loaders, graders, and mining trucks to tackle earthmoving and backhoes, skidsteers,compaction, and road building equipment to serve the construction industries needs. This aligns perfectly with ELB Equipment’s vision of delivering tailored solutions for diverse industries such as mining, construction, and general industry.
“We took our time researching this decision,” Kardolus states. “LiuGong, officially Guangxi LiuGong Machinery Co., Ltd., is a prominent Chinese multinational construction machinery manufacturer headquartered in Liuzhou, China. Established in 1958, LiuGong has grown into one of the world's leading heavy equipment producers, offering a diverse range of machinery for various industries. Recognised as the world's largest manufacturer of wheel loaders, LiuGong offers models like the 835H, 856H, 877H, and 890H, known for their reliability and durability. With a workforce of over 16 000 employees, LiuGong operates more than 20 global manufacturing facilities and maintains a robust global presence. The company has established a vast network of more than 500 dealers across over 180 countries, ensuring comprehensive sales and service support worldwide. It was crucial to us to partner with a company of this calibre.”
Customer-centric approach
Both companies share a commitment to exceptional customer service, a sentiment echoed by Pu Yonghua, LiuGong Africa’s Sales Director: “With ELB Equipment’s extensive network and customer-first approach, we are confident that this partnership will strengthen our position in the region.”
Kardolus highlights the importance of robust after-sales support. “Our customers will benefit from LiuGong’s high-quality equipment, backed by ELB Equipment’s proven expertise in maintenance, parts availability, and technical support,” he says. This includes product familiarisation training, ensuring operators are well-versed in the functionality and daily maintenance of their equipment.
Addressing bias and building trust
Despite the proven quality of Chinese equipment, there remains some bias among consumers. Kardolus acknowledges this but remains optimistic: “It’s similar to how Japanese products were once viewed. Over time, perceptions shift as people experience the quality firsthand. Partnering with a trusted name like ELB helps bridge that gap.”
He believes offering robust warranties and unmatched service turnaround times will help overcome these biases. “Confidence in the brand is key. Customers need to know that when something goes wrong, we’ll be there to fix it promptly,” he asserts.
A vision for the future
This partnership represents more than just a business deal—it’s a long-term strategic alignment. “Our relationship with LiuGong is built on mutual trust and a shared vision for growth,” Kardolus emphasises. He believes this collaboration will enable ELB Equipment to not only serve existing markets better but also explore new opportunities across Southern Africa, starting with Namibia.
LiuGong has always been committed to striving for excellence in product development, which ensures that its machinery remains efficient and reliable in Africa’s unique environments.
Expanding footprint and infrastructure
With its network of 11 branches and sub-dealers, ELB Equipment is well-positioned to support the anticipated growth in demand for LiuGong products. Kardolus shares plans for further expansion: “it’s clear this partnership will necessitate growth, and we are well positioned and welcome the opportunity for future expansion.”
ELB is also investing heavily in parts inventory to minimise downtime for customers. The company has adopted LiuGong’s three-tier parts model, ensuring fast-moving items are always available locally.
Bold steps forward
“This partnership underscores our commitment to providing innovative, reliable, and cost-effective solutions,” Kardolus says. He describes the decision to partner with LiuGong as a bold move, one that demonstrates ELB Equipment’s dedication to adapting to market needs and staying ahead of the curve.
With their combined expertise, ELB Equipment and LiuGong are set to redefine industry standards, creating a new era of growth, collaboration, and exceptional service in Southern Africa. As Kardolus puts it: “This is more than a business deal; it’s a partnership for the future.”
