CED

March 2015

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>> MANUFACTURER SPOTLIGHT JOANNE COSTIN W ith more than 30,000 employees, Liebherr isn't the first company that comes to mind when you think of a family- owned business. But according to Peter Mayr, who took over as president of Liebherr Construction Equipment Co. Noth America 15 months ago, family values remain at the core of this 100 percent family-owned business. Independence in decision-making is at the top of the company's list of core values. And despite its size, the struc- ture of Liebherr Group is decentralized with smaller company units operating independently. Mayr, who is responsible for earth- moving and material handling equip- ment in the U.S., finds that working for a family-run business suits him. "At Liebherr, you have the flexibility and space to make your decisions," he said. "ey support us really well and give us all the backing we need." Prior to taking on his current role, Mayr served as managing director for Liebherr-Great Britain Ltd. and Liebherr Rental Ltd. Organized into 11 product divisions that cover a wide range of products, Liebherr has its roots in construction. While managing his parents' build- ing firm in South Germany, Hans Liebherr developed the first mobile tower crane in 1949. Today, second and third generation Liebherrs are still actively involved in the business. Other construction-related divisions include Mobile Cranes, Tower Cranes, Concrete Technology, and Mining. A decentralized structure is designed to ensure the company is in close prox- imity to customers and has the ability to respond to market needs. Manage- ment for individual product segments is in the hands of divisional control companies, which, for earthmoving and material handling, is Liebherr- EMtec GmbH based in Kirchdorf an der Iller (Germany). Mayr is based out of Liebherr's U.S. location in Newport News, Va. Job No. 1: Distribution Distribution has been the biggest challenge for Liebherr in the U.S., a market they entered in 1970. But Mayr highlights the expansion of the dealer network among his first year successes. To broaden its product range offerings to dealers, Liebherr first dismantled a previous agreement that gave Republic Crane national distribution rights for the material-handling equipment used in scrap recycling. at was accom- plished in January 2014. e move enabled Leibherr to directly distribute both the earthmoving and material- handling equipment product lines. From there, Mayr sought to strengthen distribution, extending its footprint beyond a predominantly eastern U.S. territory. In the process, some existing dealership agreements were terminated while others were added. Tracey Road Equipment, Bejac Corp., Hoffman Equipment, Nueces Power Equipment joined the dealer network. Others such as American State Equipment (Fink- binder), Groff Tractor & Equipment, Lorusso Heavy Equipment and RECO Equipment expanded their territories. Mayr says the company is well ahead of its targets for distribution. "By the end of 2015, coverage in the U.S. will be 90 percent." Job No. 2: Improving Product Support In advance of expanding its dealers, Liebherr also restructured its product support to improve the parts supply. Dealers are now on a centralized system that connects them with a new state-of-the-art logistics center in Germany and two parts warehouses in the U.S. Additionally, the Liebherr Group has made significant invest- ment in building improvements, machinery, tools and infrastructure to expand the factory and enhance the warehouse facility, which is located near the eastern seaboard of Virginia. is location also serves as the headquarters and central warehouse for the Liebherr Mining Division and for four other operating Lieb- herr companies, including Liebherr Construction Equipment Company. Attitude Is Everything With Liebherr Job. No.1 for new President Peter Mayr has been acquiring dealers with the right attitude. 30 | www.cedmag.com | Construction Equipment Distribution | March 2015 Quality; independence; innovation; being a trustworthy partner; recognizing that employees are a key in success; accepting responsibility – these are the Liebherr values that are the foundation of the family-owned business.

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