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Liebherr Launches Limited Dual Distribution Strategy

Wed September 24, 2003 - Northeast Edition
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Liebherr Construction Equipment (LCE), Newport News, VA, has announced the formation of Liebherr Equipment Source to market Liebherr earthmoving equipment in select markets. Duane Wilder, president of LCE, said, “While Liebherr remains committed to the independent Dealer Marketing Channel, the changing construction equipment environment compels us to adopt a limited dual distribution strategy. While we continue to seek strong, well capitalized independent dealers, our commitment to service our customers may require the establishment of company-owned dealerships in certain markets. Liebherr Equipment Source provides the platform and the flexibility to implement this strategy.”

Earlier this year, after an industry consolidation that resulted in the closing of former Liebherr dealerships in the D.C. and Baltimore area, Liebherr initiated a program to support Liebherr customers within these market segments directly. Field service technicians were dispatched in fully-equipped factory service trucks from the Liebherr’s Virginia headquarters location as requested along with supporting parts shipments sent directly from Newport News.

Liebherr has now decided that a Liebherr-owned dealership is the best avenue to serve customers’ needs in the D.C./Baltimore market. To place more local resources within this immediate geographical area, a property/building lease has been signed in Manassas, VA, with the first Liebherr Equipment Source store opening planned for later this fall. The full line of U.S. Liebherr earthmoving equipment and services will be available.

For more information, call 757/245-5251 or visit www.liebherr.com.