Lovol construction equipment: the evolution of a brand
One of the country’s best-selling value wheel loader brands, Foton Lovol is undergoing a complete name change and re-branding to reflect the expansion of its construction equipment offering in the market.
Since entering the South African market in 2011, local distributor, Dura Equipment Sales, has invested heavily in the development of the brand and secured it a spot among the most popular wheel loader names in the country. The addition of excavators to the offering, however, necessitates the brand to be aligned with the OEM’s international brand name rather than the previous name which was reflective of the wheel loader division in China.
“Going forward the name for all models from the OEM will be Lovol and all branding and communications will be made under the Lovol brand name. Having earned an enviable reputation for robust, reliable wheel loaders supplied during the past six years, Dura Equipment is ready to extend the range to include the OEMs ultra-reliable excavator range,” says Ernest Human, Dura Equipment’s marketing manager.
He explains that the Lovol brand includes all the types and models of equipment produced by Lovol Heavy Industries and leaves the door open for the local operation to expand the range under a single and unified banner. The decision to introduce excavators is in line with Dura Equipment’s measured strategy to first set up a suitable sales and product support network with adequate resources to supply the necessary back up and support.
Now, having established the OEMs ethics and the reliability of its machines, Dura Equipment will use its already extensive dealer network to introduce Lovol excavators and provide local operations with quality earthmoving solutions at an affordable price. The excavators will also be localized in line with local requirements for performance, safety and efficiency.
“In keeping with our brand promise- robust, reliable, supported – we have taken a measured approach to ensure we can uphold our promise. In this way, we can transform and grow with our customers. As their needs change we want to be there for them with the kind of equipment they need.
“In many ways, this is represented by our already famous 5m high steel transformer that stands sentinel over our head office in Boksburg whenever he is not touring the country with our sales staff. He represents the strength of the brand and equipment with a loyalty to our customers that is undying. No matter what the challenges, our machines will overcome whatever is in their path.
“The first consignment of excavators and re-branded wheel loaders are expected to arrive in September this year with regular consignments to follow shortly afterwards,” concludes Ernest.