E-Series: Customer Driven from Start to Finish

In the construction equipment industry where growing a new machine brand is measured in decades -- certainly not months nor even years -- LiuGong Machinery Corporation is moving pretty fast. No more so than with its relentless effort to offer the world a high value, high-quality excavator designed from the ground up with customers' needs taking the front seat.

Now LiuGong unveils its new E-series excavator to world markets at INTERMAT 2012. With this new line, LiuGong is on its third generation machine geared for western markets, and the company believes it has hit the bullseye for productivity, efficiency, value and operator comfort.

"The E-series was designed and delivered in two phases - we rolled a portion of the machines' improvements out two years ago at Bauma with an interim D-series, and have finished all the design improvements with this model being presented at INTERMAT," said David Beatenbough, Vice President of Research & Development for LiuGong.

Beatenbough, who has directed LiuGong's machine design for six years, said this machine is the culmination of a production process that has been retooled to begin with the needs of western customers in mind. It's one of the biggest product development projects LiuGong has ever undertaken. "We took our design and production process and turned it inside out. We always considered the customer in the past, but prior to becoming a global company, our customer was Chinese, we've known that market for 50 years," said Beatenbough.

"In this machine, we put aside what we thought we knew and got solid product market research to inform us what western customers really want and need." Productivity. Efficiency. Comfort. "That's what they told us," elaborated Beatenbough. "I'm really excited about the result because I know how much of that information got into this machine." Once the rigorous product research was complete, design teams went to work. "When I first came to China, 14 years ago, I could not sit in the cab of a Chinese-made machine for more than an hour. Operator comfort was simply not in demand back then," Beatenbough recalled. The new LiuGong E-series now has one of the widest cabs in the industry to accommodate western body types and desire for space. The cabin opens wide with 1.8 square meters of pure comfort.

The team also spent significant time refining the ergonomics of the controls. "Control location, where the switches are - making sure the operator doesn't have to turn around to operate a switch, the feel and precision of the controls, and even the positioning of the A/C vents to optimize heating, cooling, defrosting, and cab comfort so the air is not blowing in the operators face -- all of these were scrutinized," Beatenbough noted. "And I think we got it right. In our tests, customers rated this machine in the 95th percentile in terms of comfort and ergonomics."

Aside from comfort, the E-series has leapfrogged in terms of productivity. It offers approximately 20% gains in both productivity and reduced fuel consumption. "On the productivity end, efficiency is how good of a job we did matching the engine to the hydraulic pumps and the control interface. We used a 32-bit controller and spent the better part of a year fine tuning our software to optimize controllability," Beatenbough said, adding the operator obtains tremendous accuracy with the bucket motion. And of course, some things didn't change about the excavator. Quality, intense durability, and excellent after-sale support are built right in. And like a proud father, he points out the talents and precision of the new LiuGong machine. "You might not need to, but you can pick up a pack of matches with the E-series."

LiuGong is a premier construction equipment manufacturer offering a full line of high quality machines to world markets. LiuGong, headquartered in Liuzhou, China, has among the most expansive array of product lines of any Chinese manufacturer, including wheel loaders, excavators, truck mounted and crawler cranes, bulldozers, rollers, motor graders, forklifts, mini excavators, skid steers, backhoe loaders, pavers, cold planers, concrete equipment, drilling machines and mining dump trucks.

The company is among the world's fastest growing CE firms, with US$2.76 billion in sales in 2011 when the company sold 61,700 machines. LiuGong delivers results for its investors as well, having posted an average of 40% annual revenue

growth for the past six years running in overseas markets. It is ranked among the world's top 20 machine manufacturers.

As a leading exporter of machines from China, LiuGong has one of the largest global dealer networks of any of its Chinese competitors. The network consists of more than 380 dealers in over 115 countries, backed by 10 subsidiary offices with technical staff, and parts depots that deliver items within 48 hours. The company's strong dealers, subsidiaries, and the customer focused organization within headquarters give it a distinct advantage in providing the 24/7 support required by customers anywhere in the world.

LiuGong's machines are uniquely suited to rapidly growing emerging markets. The environment in China which nurtures their design is known to be the toughest in the world in terms of run times between maintenance, harsh work environments, cost demands, and rough operating conditions. LiuGong machines use proven technologies and thrive in these rigorous settings -- they are highly efficient, durable, simple to run, easy to service and offer affordable value.

LiuGong supports a world class R&D function, and has a team of more than 14,000 employees, including 1,000 engineers, standing behind every machine the company makes. The company's full contact relationship with its customers and its markets lets LiuGong share know-how for today's projects while anticipating needs for tomorrow's jobs. To learn more about LiuGong, visit www.liugong.com

For more than 50 years, LiuGong Machinery Corporation has been a leader in China's construction equipment manufacturing industry. From
building the country's first modern wheel loader, LiuGong has evolved to become one of the fastest growing, global, full-line CE companies in the
world. LiuGong delivers opportunity to its employees, quality products and services to its customers, financial success to its investors, and community support in the regions it serves.