Dual Distribution Supports Liebherr Customers

September 28, 2010

Liebherr Construction Equipment (LCE) recently formed a new entity, Liebherr Equipment Source, to market the company's earthmoving equipment in select markets.

"While Liebherr remains committed to the independent dealer marketing channel," says Duane Wilder, president of LCE, "the changing construction equipment environment compels us to adopt a limited dual distribution strategy."

Liebherr will continue to seek well-capitalized independent dealers, says Wilder, but providing customer support in certain markets may require establishing company-owned dealerships. Liebherr Equipment Source, he says, provides the platform and the flexibility to implement this strategy.