Liebherr focused on Middle East
German manufacturer Liebherr is hoping to use its success in the mobile crane business as a springboard for further growth in the Middle East. Arguably better known for its tower cranes in the region, Liebherr saw strong demand for its mobile cranes in 2011, especially in the latter half of 2011. Holger Amann, director of […]
Liebherr's growth has been powered by mobile cranes
German manufacturer Liebherr is hoping to use its success in the mobile crane business as a springboard for further growth in the Middle East.
Arguably better known for its tower cranes in the region, Liebherr saw strong demand for its mobile cranes in 2011, especially in the latter half of 2011.
Holger Amann, director of sales, Liebherr Middle East said the company is focusing on UAE and Saudi Arabia, adding that, “the big business in Qatar has not started yet but it is expected to start in 2013.”
“We are trying to reach the same sales figures in 2012 as we had in the boom years 2006, 2007 and 2008,” said Amann. “We are focusing the Middle East since it seems to have recovered from the crisis of 2009 and 2010. Business has improved substantially since mid-2011 mainly due to large investments in the oil and gas industry, which has always been a very attractive business for our customers. The mobile crane division is doing especially well this year.”
While based in Europe, Liebherr’s increased growth in emerging markets such as the Middle East has helped to maintain the company’s standing as one of the world’s biggest suppliers of machinery.
According to spokesman Wolfgang Beringer, it has managed to capitalise on its diverse and wide-ranging line of cranes and equipment.
“We were lucky with the cranes that during and shortly after the economic crisis, the demand for large cranes (for energy and oil and gas) was high,” Beringer told CMME. “We lost a number of small cranes, but we could increase our turnover by selling less but more a higher proportion of the big ones.”
