Longstanding industry professional Phil Graysmark moved over to LiuGong’s access division late last year. AI finds out what the manufacturer’s plans are beyond its home market of China.


In early February LiuGong announced the official appointment of Phil Graysmark as global business development director for its Access Equipment Division.
Graysmark will be responsible for launching the division in Europe and for providing direct support for the company’s growth strategy in North America.
As a familiar figure in the European access market, Graysmark has extensive experience in the industry.
Most recently he was European Sales Director for LGMG in Europe. Prior to that, he held senior positions at JCB Access, when it first launched in 2017, and for Genie, again in Europewide Vice President role.
LiuGong prides itself in being a long-established global manufacturer, with more than six decades of construction equipment history.
The company boasts 17 manufacturing facilities in its home country China and overseas manufacturing facilities in Poland, India, and Brazil.
Globally LiuGong has more than 10,000 employees, five research and development bases and 17 regional parts centres and a Red Dot Award winning industrial design team based in the UK.
Now, LiuGong is expanding that global presence by introducing its range of access equipment to Europe and North America.
Heading up the company in Europe is chairman, Howard Dale, “We are delighted to welcome Phil to the team. With his many years of experience in the aerial work platform industry, he is widely known and brings a wealth of knowledge and product expertise to the team.
“We are serious about becoming a leading provider of access equipment and Phil will play a key part in driving LiuGong’s success.”

LuiGong: business growth strategy

The initial focus and investment will be on the UK and North America, with further market investments to follow.
According to Graysmark, “Our investments will see us establish our first major foothold outside of China for access equipment. I am excited about our growth potential and about developing our dealer network and direct sales to rental companies around the world.”
In China, the company has already built a strong reputation for quality and enjoys strong sales and market share growth and is complemented by LiuGong’s world-wide success in general construction equipment with its reputation for award winning design, toughness, intelligence and operator focus.
To support its growth ambitions, LiuGong has invested in a large scale, state-of-the-art MEWP factory boasting an autonomous production line.

Investing in the UK

LiuGong’s MEWP base in the UK will be located in Altrincham, Manchester. This brand-new site also houses LiuGong UK’s new regional distribution hub and the European R&D team.
The Altrincham hub is set to provide technical support and spare parts for MEWPs, it will also support LiuGong UK’s dealer network and will be the base for a dedicated service team.
The initial delivery of MEWPs, due to arrive in March, will comprise a range of scissor lifts. This initial stock will rapidly increase to include a range of boom lift models up to 24 meters.
The scissor line so far comprises a hydraulic drive series of 4m to 14m working height and an electric drive series of the same height range.
According to Graysmark, “We have moved very quickly, and our plans are all in place to establish our business with the right support and infrastructure. LiuGong is a global company, we are used to working overseas.
“There is a right way to do things and a wrong way, our aim is to always do the right things for our customers.”

International sales targets

Although LiuGong’s international access division is in its early stages, ambitions are strong and the company aims for sales of its scissor lifts to reach into the hundreds over the next year.
As Graysmark explains, “LiuGong may be new to our market with MEWPs, but these products share the same design and quality as our construction equipment products.”
The company already has around 30 dealers across Europe, many of whom previewed LiuGong’s MEWP range at its annual dealer conference in Spain back in November.
As Graysmark says, “dealers can be a tough audience to impress but it’s great to see how excited many of our partners were about this new product line. We are collaborating closely with them now in preparing market entry plans.”
Graysmark is keen to point out that LiuGong’s expansion philosophy is geared towards embracing the unique market conditions and culture of each country and region it moves into, rather than imposing its domestic way of working on them.
“As I said before we are not a typical Chinese company, we are a global company, and we know how to engage and work with partners. There is a right way and a wrong way to do things and we make sure we do what is right for every market we enter by creating value for our customers and our dealer partners.”

North American equipment market

Turning to North America, LiuGong has also committed to investment in the vast market. LiuGong placed units into the market in 2021.
Based on feedback at the October ARA show in Las Vegas, the industry remains hungry for alternative OEMs who are customer focused, the company believes.
As with Europe, the North American dealers recognise the market opportunity this new product line represents.
According to Graysmark, “There has already been a big response in Mexico and the dealers very keen to get their hands on the product.”

This article was published in the online magazine Access International:

UYGUNLAR AT KOMATEK 2022 – construction equipment show in Antalya, Turkey


During 9-13 March, LiuGong Europe`s exclusive dealer for Turkey, Uygunlar, has attended Turkey`s largest construction equipment show – Komatek 2022 – that was held in Antalya.

Despite the poor and stormy weather conditions all around Turkey, the attendance to the show was better than expected and LiuGong – Uygunlar stand has drawn a lot of attention and visitors.

Uygunlar has displayed 13 different models of LiuGong machines in a 500m2 area dedicated for LiuGong and machines displayed included the new 9018F along side of 2 forklift models and a range of excavators, wheel loaders and the 4215D Grader.

The all-new 9018F that was under display has been well received by those who have taken a detailed look and commented on its cab for its high comfort and visibility for this class of mini excavator.

LiuGong Europe Country Manager, Asaf Aynur, and LiuGong Europe Vice President, Hakan Ilhan were also present at the show assisting the dealer in engagement with customers and showing support.

We have been cooperating with Uygunlar for many years and they have done a good job in building a solid customer base for LiuGong’s products and supporting the brand growth. Turkish market used to be 10.000+ units only a few years ago and now dramatically decreased but we expect the market to recover steadily in the coming years while in current dynamics, we are working diligently together with our dealer to increase our market share” commented, Hakan Ilhan.

The cooperation between Uygunlar and LiuGong has started over 10 years ago and the dealership agreement covers Turkey, Azerbaijan and Georgia. With 200+ machines delivered last year in these markets, Uygunlar has proven to be a long-term successful business partner for LiuGong.

LiuGong strengthens European team with the appointment of Phil Graysmark as the Global Business Development Director for Access Equipment

LiuGong has officially announced the appointment of Phil Graysmark as the Global Business Development Director for Mobile Elevating Work Platforms (MEWP). Phil will be responsible for launching the access division of the LiuGong business in Europe and will support global strategic initiatives.

Phil brings in over 15 years of experience to the role, having held senior positions in the access equipment industry at Genie, JCB and LGMG.


For over 60 years, LiuGong has been a leader in China’s construction equipment industry. From building the country’s first modern wheel loader, LiuGong has evolved to become one of the fastest-growing, global construction equipment companies and is now bringing its range of access equipment to Europe and North America.


Howard Dale, Chairman of LiuGong Europe, commented, “I am delighted to welcome Phil to the team. With many years of experience in the aerial work platform industry, Phil is widely known and brings a wealth of knowledge and product expertise to the team. We aim to become a leading provider of access equipment and Phil will help LiuGong achieve this goal.”


Phil commented, “LiuGong’s access equipment division caught my attention. The products are of great quality and reliability, and LiuGong has a strong customer-centric approach. I am excited to take on this new challenge and be part of the growth of LiuGong Europe with the access division in the coming years.”


With its 20 manufacturing facilities, over 14,000 employees, 5 Global R&D bases, and 17 regional parts centers, LiuGong stays at the forefront of technology, production, and supply logistics.

Operator Days in Czech Republic – LiuGong by AB Rent

During January 25-26, LiuGong Europe`s exclusive dealer for Czech Republic, AB Rent, has organized a large scope remarkable event in an impressive quarry in Jedovnická. It was the largest event to kick-off the year for LGEU. The event was all about having the customers try our machines with 2 days of demos with the attendance of over 400 people including operators, customers and other participants of our industry.

The attendees had the chance to see in first-hand the all new 924F in action and operate it alongside the great line-up of other LiuGong machines including the 835H, 848H, 856H, 9018F, 9027F, 909ECR, 915FCR and the 936E.

During the event, LiuGong Europe and AB Rent has signed an extension of the exclusive dealership agreement for Czech Republic and also AB Rent has been appointed as the exclusive dealer for the neighboring country of Slovakia giving them additional territory to further grow their business and the LiuGong brand. 


7 February 2022 – Warsaw, Poland Dressta, the world renowned, full-line dozer  manufacturer has strengthened its sales capability with a new, heavy-weight appointment. Mr. Bartosz Kozik joins the LiuGong Dressta Machinery team as Global Dressta Sales Director with full commercial responsibility for developing and implementing Dressta’s global sales strategy and managing and expanding its sales and distribution channels. Bartosz brings with him over 18 years of commercial and strategic experience, having enjoyed senior roles at Volvo CE, Ammann, Ingersoll-Rand, and most recently, as European Business Director for Holms Attachments. 

According to Howard Dale, President of the Board at LiuGong Dressta Machinery, “We are delighted to welcome Bartosz to the Dressta team. He joins us at an exciting time of investment, expansion and growth. We are launching a full line-up of next generation dozers including our new TD-15M and our all new, Red Dot award winning TD-16N. It’s our strongest product portfolio to date and we are confident Bartosz’s proven ability and enthusiasm will help to take Dressta to the next level.”

Commenting on his new position, Bartosz said, “I’m honored to be joining the Dressta team. The Dressta brand is one of the most respected brands in the construction equipment industry with a great history, amazing people and a bright future. I am excited to have the opportunity to help shape the next chapter in its story.”


November 17, 2021 – Zaragoza, Spain – Over 100 LiuGong dealer partners from across Europe met in Zaragoza, one of Spain’s most historic cities and the location for SMOPYC exhibition, to share LiuGong’s exciting plans for 2022. Under the theme, “Moving Up A Gear” LiuGong again demonstrated how their accelerated approach to creating even greater value for their customers and dealer partners will continue at a pace in 2022.

“It’s amazing and quite emotional, to be able to meet our dealer partners face-to-face for the first time since November 2019” explained Hakan Ilhan, Vice President, LiuGong Europe. “With new product launches right across our range, from the all-new F-Series excavators to our new Dressta TD-15M series-2 dozer, it was great to be able to switch off our web-based calls and touch, feel and experience these amazing machines in person.”

The 2021 dealer conference was supported by DIR, Spain’s exclusive dealer for LiuGong. DIR represent the perfect example of LiuGong’s approach to its business partners and with LiuGong’s support, have enjoyed rapid expansion since their establishment in 2019.

“LiuGong provided us the perfect business opportunity” explained DIR’s CEO David Iglesias. “They have excellent products, built, tested, and supported in Europe, but they also have a long-term mindset focusing on building relationship and trust. Over the last 4 years, they have really helped us to establish LiuGong as a potential future leader in the Spanish market.”

LiuGong’s Dealer Conference was scheduled to coincide with SMOPYC, Spain’s leading construction equipment exhibition, where LiuGong & DIR showcased their latest F-Series excavators, the all-new 915FCR, 922F and 926F. These new models join the existing line-up of F-Series excavators that were launched last year which include the 9018F, the 9027F and the awesome 95-ton powerhouse, the 995F.

Harry Mellor, LiuGong’s Product Manager for Excavators for Europe explains; “With the F-Series range, we have listened to our customers & operators and have delivered a range of machines that are easy to use, easy to own and easy to maintain. It’s not rocket science, it’s just customer focus matched with intelligent design.”

Designed by LiuGong’s UK based, Red Dot Award winning design team, the F-Series excavators take customer centric design to a new level. They benefit from spacious, modern, high-visibility cabs with the highest levels of comfort and ergonomics. Visibility and safety are enhanced with the inclusion of 360-degree cameras. Ground level maintenance makes daily checks and servicing faster, safer, and easier. When it comes to power and control, the F-Series machines come with Stage V compliant engines and full electro-hydraulic systems. LiuGong have a reputation for tough excavators and this will be further enhanced by the extended maintenance intervals enjoyed on the F-Series range.

Aside from the new F-Series excavators range, LiuGong have been moving up a gear across their product portfolio particularly in wheel loader product line and Dressta crawler dozers. Notable highlights from the SMOPYC exhibition were the new Stage V 890H wheel loader and the new TD-15M series-2 crawler dozer. The TD-15M benefits from a new high visibility cab design, increased power output with improved operator control thanks to electrohydraulic joysticks and easy maintenance designed in. Pushing 173 kW (232 hp) and with a drawbar pull of 472 kN, the TD-15M is perfect for roads and highways, landfill sites, forestry and general construction.

“We are thrilled about our new product launches and about the potential for our business here in Spain with DIR and across Europe with all our dealer partners” said Chairman, LiuGong Europe Howard Dale. “Our continued growth in Europe will be the result of close co-operation with dealer partners with proven aftersales infrastructure, supported by our industrial capability in Poland and our world-class parts distribution centre. Our proximity to our customers will significantly reduce shipping costs and provide faster delivery on a majority of our genuine LiuGong parts.

With exciting new products in the pipeline, continued investment in people and network infrastructure and a consistent focus on delivering a leading brand and customer experience, LiuGong’s dealer partners who attend the dealer conference and visited the SMOPYC exhibition clearly shared LiuGong’s optimism for 2022.


According to DIR’s CEO David Iglesias. “The pandemic may have caused, and may continue to cause some disruption, but we, together with LiuGong are practical people, we adapt quickly, and we find solutions for our customers quickly too. We have already started to move up a gear in our business and we will continue to accelerate that progress.”


LiuGong Direct UK win the prestigious “Supplier of the Year Award” at the 2021 British Demolition Awards

September 10, 2021 – Portsmouth, England – LiuGong’s focus on and success in the tough demolition sector has been recognized with the BDA’s (British Demolition Awards) prestigious Supplier of the Year Award. Sponsored by industry leading Demolition Hub magazine, this new award for 2021 recognizes the highest levels of quality and service to the demolition industry.

BDA’s founder Ben Chambers explains, “The Supplier of the Year Award made its debut this year. The judges felt that we needed an award to really acknowledge the significant contribution suppliers bring to our industry. The competition for this award was fierce but the judges unanimously agreed that LiuGong Direct UK met the high standards demanded by this award. As a winner they demonstrated a consistently high standard of industry knowledge, product and service excellence and an extremely proactive and “can do” attitude to the industry.”

This prestigious award underlines LiuGong’s long-term commitment to create sector specific excellence. By talking and working with customers, LiuGong have developed genuine industry insight which they have translated into perfectly matched, specialist machines backed up by a proactive approach to service and support.

“I don’t think a “one-size-fits-all” approach really works today.” said LiuGong Direct UK’s Managing Director Steven Ford, “Customers want specialists not generalists, that’s why we’ve listened to what demolition customers really want and have used that insight to ensure that we are building machines that are perfectly matched to the exact requirements of the industry. Of course, it goes beyond tough, reliable machines – we match our parts and service capability too because in demolition, downtime is not an option.”

LiuGong’s approach has helped them develop an increasingly strong reputation in the industry with leading UK demolition contractors including, Brown & Mason, Squibb, Keltbray and J Ffrench all operating LiuGong machines.

According to Rob Honour, Plant Manager at Squibb, “We were one of the first customers to choose LiuGong in UK – we now own over 100 machines. We choose LiuGong because the machines are tough and reliable and the support from the UK team is second-to-none. They keep their promises and do what they say they will do. From the parts, sales and service guys in the UK, right up to the Chairman in China, everyone is approachable. They are always ready to talk, and ready to listen – that’s something you just don’t get from most manufacturers.”

LiuGong offers a comprehensive range of specialist demolition excavators from 17 to 95 tonnes. These machines are designed to be tough from the ground up and benefit from reinforced, high visibility cabs, strengthened boom, arm and undercarriage and full suite of hydraulic lines. But LiuGong go further with a proactive approach to parts stocking and supply. With a “parts on the shelf” policy, LiuGong’s demolition customers can be sure of the highest parts availability.

Harry Mellor, LiuGong’s Product Manager for excavators, explains; “We know the demolition segment can be really tough on the machines and we know from working closely with customers the type of parts they most commonly need. We keep a selection of parts including door panels, bucket cylinders and track rollers, constantly available, I think customers really appreciate this proactive approach.”

LiuGong Direct UK are rightly proud to be recognized as the UK’s demolition supplier of the year, but the success is unlikely to go to their heads. Their focus will be to continue to build on this achievement in the UK. With the exciting New F-Series launches in the pipeline and investment earmarked for further network growth, LiuGong aim to continue to keep their customers right at the heart of the business.

LiuGong Dressta Machinery showcased its newest machines and impressed Polish operators at the eRobocze Show

Lubień Kujawski, 11 September 2021 – LiuGong Dressta Machinery (LDM) has participated once again in the 9th edition of eRobocze event in Lubień Kujawski with a line up of 13 machines (5 demo, 8 static) and a giant stand covering a whopping area of 2400m2.

eRobocze is Poland`s leading live showcase event with dynamic machine demonstrations and competitions organized among operators. It sets a large platform for visiting operators from around the country to get inside the cab of machines of various brands and test the latest models for themselves and have a first-hand impression.

In this edition of the show, thanks to the 13 machine line-up of tough equipment designed for the harshest conditions that have been showcased to the operators, LiuGong Dressta Machinery has successfully dominated the event with its stand and demo traffic. The demo machines included the new Dressta TD-15M series-2 crawler dozer, the massive 950E excavator, two units of the 9018F mini excavator and the all-new generation F-Series excavator, 924F, that drew the most attention throughout the entire event.

The visiting operators have taken part in a competition organized on the 924F during the first half of the day and also had the opportunity to watch two exciting demo shows conducted by LDM operator with the massive 950E and the new 924F in the afternoon hours. Some select few visiting operators have also been part of “LiuGong`s Listening Lab” with the 924F where LDM has put together a very professional machine trial process specifically for the show to collect quality feedback from operators with the intention of further improving the new generation F-Series excavators.

The all-new 924F was by far the spot-light attraction point of the show and received very well feedback from the operators specifically for its controllability, stability, swing speed and digging force during the machine competition and LiuGong`s Listening Lab. F-Series puts the operator at the heart of the machine and with ultimate control, it`s making it easy and safe to operate with maximum productivity. An all-new cab that puts operators in the comfort zone, electro-proportional joysticks, variable auxiliary flow circuit for precise control of attachments, load-sensing hydraulics for ‘pinpoint’ metering & smooth-control are only some of the key features that sets the F-Series apart.

The new Dressta TD-15M series-2 has also been one of the most engaging and appealing demo machines of the entire event as it was a very exciting opportunity for Polish operators to see the new version of the TD-15; a model with high reputation within the Polish construction industry for decades. The all new-cab making the operator feel at home and the electrohydraulic controls allowing perfect command & control were well appreciated by those who have tried out the machine in the demo zone.

The 5 demo machines were teamed up with the 9018F, 9027F, 9035E, 909ECR, 922E, 835H, 856H, and 877H; all demonstrating LiuGong`s collaboration with customers to deliver machines with features tailored for mining, aggregates, demolition, material handling, utilities, landscaping and road & highway.

Howard Dale, Chairman of LiuGong Dressta Machinery, commented “We have a long-term commitment and confidence in the Polish market. Our goal is to provide world class service also through exhaustive parts availability for both LiuGong and Dressta customers wherever they are located in Poland, the nation we call our home land. Alongside our investments in people, R&D, Product Support, we have also been investing in broadening our national coverage by setting up direct retail operations composed of true industry professionals. We are very happy to be at eRobocze once again. It`s a great event helping us to gain feedback from the highest profile operators of the country about our products, listen to them and shape our future products and services.”

AEV, LiuGong Israeli dealer, celebrates upgrading of their main facilities

Last week our Israel dealer, AEV, have celebrated the upgrading of their main facilities and the new investments with a 2-day customer event attended by 300+ guests. Customers and other guests had the opportunity to find out more about LiuGong brand and our future plans of growth during the speech of Hakan Ilhan, Vice President of LiuGong Europe. At the event, LiuGongs newest F-Series excavator model 9018F was also at display along side a range of LiuGong excavators and wheel loaders. Our special thanks and appreciation go to our customers in Israel for their business and we are equally celebrating the new investments made by the AEV group and wishing them all the success and further growth.

Awesome Earthmovers about 995F!

“For contractors looking to add a 100-tonne class production excavator to their fleet, the list of manufacturers offering such a machine has just got a little longer. LiuGong, a leader in China’s construction equipment industry, has recently added their 955F excavator into their European range with the first example coming into the well-known fleet of Justin Ffrench”.