Volvo double brand: China is also the world

In the Volvo construction equipment, Mr. Liang Ande (Anders P. Larsson) has spent nearly 40 years, but for the construction machinery industry's ups and downs, almost no one has more experience than him.

In January 1, 2016, he became the official Volvo building equipment investment (Chinese) chairman and President of limited company, and is responsible for the focus on promoting the construction equipment and Volvo Shandong Lingong double brand strategy development. In his view, this is "a rare experience".

Volvo and Shandong Lingong "complementary double brand perfect"

In 2006, Volvo acquired a 70% stake in Shandong Lingong construction equipment, construction equipment and Volvo have jointly Shandong Lingong experienced 10 years development, both sides have experienced changes in turn the world upside down. "For Shandong Lingong, first of all, they have more rich product line, the future will further expand the product line; secondly, in the export business, Volvo building equipment and Shandong Lingong sharing distribution network, to open a new situation for the export market.

Finally, from the industry perspective, Shandong Lingong to share Volvo in the global industrial layout, such as the manufacturing plant of Shandong Lingong Brazil excavator production workshop will be located in the Volvo building equipment." Liang Ande said.

Despite the high degree of integration, but in the brand, product and market positioning, Volvo and Shandong Lingong dual brand but competition does not exist, the opposite is the perfect fit, complement each other. The Volvo brand and its products more positioning in the high-end market, mainly in the pursuit of long-term investment returns, the lowest total cost of ownership of the high-end user group; Shandong Lingong brand and product positioning in the end of the market, face greater market scale.

"These customers in the initial purchase cost does not want to invest more, hope to get more basic products, products do not need to take all day long work, so the market and customer base is the location where the Shandong Lingong brand products." Liang Ande explained.

"The Chinese market will return to growth."

Mr. Liang Ande is also very frank about the pressure of the new job: "the biggest challenge is how to work more effectively in the present market environment." China construction machinery industry in recent years has been in the depth of the adjustment, the overall decrease in demand, equipment problems, structural adjustment and debt capacity of equipment manufacturing industry to upgrade the industry has been a hot topic, and Mr. Liang Ande in an interview made it clear that the market for Volvo Chinese construction equipment was significant.