XCMG starts access push in Europe
By Murray Pollok10 January 2022
XCMG is launching its access equipment in Europe and has appointed two European access veterans – Hans Aarse and Edwin Van der Laar – to spearhead its operation.
Aarse, who most recently worked for Chinese OEM LGMG, will be Business Development Director for access in Europe, supported by Van der Laar as Sales Director. Van der Laar has previously held senior sales roles at Power Towers/JLG and more recently Zoomlion.
Both start on 10 January and will report to XCMG Europe’s General Manager, Meng Zhang, and Deputy GM, Xuan Du.
XCMG is now delivering large volumes of scissors and booms to Europe, with stock available from the end of January at a warehouse close to XCMG’s European HQ in Krefeld, Germany.
The CE marked machines will comprise scissor lifts from 6 to 18 m working height, including slab and rough terrain models, and eight self-propelled booms up to 28 metres.
Aarse told Access International the priority sales areas to start will be Germany, Austria, Switzerland and the Benelux countries, but the company is open to selling throughout Europe. XCMG is looking for “reliable partners” rather than exclusive dealers and will sell direct to large rental companies.
He added that XCMG’s 20 metre all-electric, 4WD articulating boom - the XGA20ACE - will be “a great door opener” for the company.
An all-electric version of its 28 metre XGS28 diesel powered telescopic model will also be available by July or August. That is a 4WD model with jib and dual capacity.
Netherlands business Collé Rental & Sales has already placed a substantial order for booms and scissors, some of which have been delivered.
Aarse said pricing will be very competitive and “not market conforming”. He said the machines were of high quality, with the booms drawing on XCMG’s crane expertise; “The boom line is ‘breathing’ crane technology. For example, they use long-life pipelines instead of hoses, like in cranes.”
Aarse told AI that XCMG would benefit from being able to provide availability of machines; “We strongly believe that sales in Europe this year will be based on where machines are available.”
XCMG is one of the largest suppliers of aerial platforms in China, with annual production capacity of up to 35,000 units.
The manufacturer has been active in Europe since 2014 through Krefeld-based XCMG Europe Gmbh, although so far has been mainly involved in sales of excavators. A new company called XCMG European Sales & Services Gmbh has been created with two divisions, one of which is dedicated to access equipment.
XCMG also has a European research centre in Krefeld, which has focused on excavators. In September last year, the OEM announced it was adding aerial work platforms and mobile crane research teams to the centre.
Aarse said XCMG’s access products would have a “big exposure” at both Bauma later this year and the APEX show in June 2023.