Genavco to be exclusive UAE dealer for Liebherr earthmoving equipment

Agreement allows German manufacturer to address a gap in the local market, dealer says

PHOTO: Liebherr equipment on display at a recent event in Dubai. Credit:

Liebherr has agreed with Genavco for the latter to be the exclusive distributor of the German equipment maker’s earthmoving portfolio in the UAE.

The deal signifies Liebherr’s commitment to a revitalised UAE market, with the earthmoving range addressing a gap in their offering to the country’s construction sector, said Asif Khan, general manager (Plant & Equipment) at Genavco.

IN PICTURES: Liebherr machines on display in Dubai
VIDEO: Watch the Liebherr L550 wheel loader in action

“We felt that there is a gap in our product range, which needed to be filled with quality products that we can rely on. We extended our hands to Liebherr and made them understand and realise that there is a benefit in being together in the market,” Khan told Construction Machinery ME at a recent Liebherr Open Day event at the Jebel Ali Shooting Club in Dubai.

“The psychology here in the local market is that… they see more comfort in dealing with a local company,” Khan said, adding that Genavco offered Liebherr the advantage of local market knowhow and experience.

Matthias Arend, regional manager of Liebherr’s earthmoving division in Africa, echoed the sentiment. “We realised it’s better to target the customer with local suppliers, which have good contacts over decades. And to be honest, it’s not possible for [Liebherr] to reach this point of relationship within a short time. So appointing Genavco was a good step for us,” he said.

“We realised in a very short time a good number of sales here in the country, and I was really impressed by the performance that Genavco showed with Liebherr earthmoving equipment,” Arend added.

IN PICTURES: Liebherr machines on display in Dubai
VIDEO: Watch the Liebherr L550 wheel loader in action

Genavco has already managed to sell around seven Liebherr machines, Khan said. “We had a tremendous start. I would say the first month has been very, very productive so we are delighted as a distributor.”

The open day event was held to demonstrate Liebherr’s earthmoving equipment to prospective customers.

On display were a PR754 dozer (40 ton class), an R934 excavator (30 ton class) and an L550 wheel loader (3 CBM bucket).


Most Popular

To Top