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Liebherr USA, Co., recently announced the promotion of Ana Cabiedes-Uranga to the position of General Manager, Marketing. In her new role she will be responsible for leading and facilitating the company’s marketing efforts and strategy for the eight divisions that fall under the newly formed Liebherr USA, Co. umbrella.
“Ana has a demonstrated track record of success, leadership, innovative ideas and brings a wealth of knowledge and experience to this new assignment. We are excited to work with her to further expand our market presence across all eight divisions in the United States.” said Dr. Torben Reher, Managing Director of Liebherr USA, Co.
Ana has over ten years of combined marketing and management experience at Liebherr with expertise in implementing integrated marketing communication strategies. She has also managed public relations and led large-scale projects and events including Liebherr’s participation at Conexpo Con/Agg. In her most recent position as Marketing and Communications Manager for Liebherr Construction Equipment, Co., she played a significant role in the development of strategic marketing initiatives and programs for its rapidly expanding distribution network in the United States.
Ana joined Liebherr in 2005 and has taken on increasing responsibilities in a number of positions within the construction division and is well positioned to take on this newly created position at Liebherr USA, Co. She has also served on a variety of committees for major industry associations and trade events. Ana holds a Bachelor of Science in Business Administration with a major in Marketing from the Monterrey Institute of Technology and Higher Education (ITESM).
Liebherr USA, Co divisions: Mobile and Crawler Cranes Division, Construction Equipment Division, MCCtec Division, Tower Crane Division, Refrigerators & Freezers Division Components Division, Concrete Technology Division, Mining Division ( U.S. Sales & Service)
Liebherr leverages the organization’s capabilities and announces the formation of Liebherr USA, Co., a simpler structure with a broader reach.
Liebherr began operation in 1949 with Hans Liebherr and the invention of the TK10, the first mobile tower crane. The company that once employed 110 people and recorded net sales of $ 1.27 million USD in 1950 is now one of the world’s largest and most successful manufacturers of construction and earthmoving machinery employing more than 41,000 people in 50 countries with total sales of $10.3 billion USD in 2015.
Liebherr’s success and expansion in North America followed a similar pattern to its success in Europe and throughout the world. Liebherr’s commitment to the United States market began in 1970 with the construction of its manufacturing facilities and North American headquarters in Newport News, VA. Over the years new companies were formed to fulfill customer needs in different industries.
“As we continue to grow our brand in the United States we are transitioning into a mixed-sales company” said Dr. Torben Reher, Managing Director of Liebherr USA, Co. “We are confident that this new platform will leverage the existing know-how and expertise among Liebherr divisions providing Liebherr business partners and customers with an exceptional and consistent experience in the United States,” Reher continued.
Liebherr USA, Co., the newly formed mixed-sales organization, will serve as the umbrella company and the existing Liebherr sales and service companies will become divisions of Liebherr USA, Co. Excluded are Liebherr-Aerospace Saline, Inc., Liebherr Gear Technology, Inc., Liebherr Automation Systems, Co., and Liebherr Mining Equipment Newport News, Co. However, sales and service for mining equipment in the U.S. will be incorporated into Liebherr USA, Co.
“Liebherr USA, Co. will allow us to approach our customers more efficiently and ultimately increase customer satisfaction in the US.” said, Peter Mayr, Managing Director of Liebherr USA, Co. and Head of the Liebherr Construction Equipment Division.
Liebherr USA, Co. will be organized into eight different divisions as illustrated in the diagram below.
In practical terms, all points of contact and business relationships will remain the same for our business partners and all contracts/programs/arrangements/agreements will remain in effect.
Daniel Pitzer, Managing Director of Liebherr USA, Co. and Head of the Mobile and Crawler Cranes Division, stated, “Liebherr in the United States is an amazing success story that was made possible by our loyal American customers. The formation of Liebherr USA, Co. will elevate our organization to a higher level.” Pitzer ended by saying, “I’m extremely proud and excited for our customers and for Liebherr to ‘Be Part of something BIGGER’ going forward!” making reference to Liebherr’s new company and emphasizing the strong statement Liebherr made earlier this year during Bauma.
The new organization will become effective on June 1, 2016. Liebherr USA, Co. will be led by a team consisting of three managing directors who will be responsible for providing strategic direction.
Effective June 1, 2016 the following companies will be incorporated into Liebherr USA, Co: Liebherr-America, Inc.,(including Tower Cranes, Refrigerators and Freezers), Liebherr Components North America, Co., Liebherr Concrete Technology, Co. Liebherr Construction Equipment, Co., Liebherr Equipment Source, Liebherr Cranes, Inc., Liebherr Mining Equipment Newport News, Co. (Sales & Service in the U.S. only) and Liebherr Nenzing Crane, Co. Excluded are Liebherr-Aerospace Saline, Inc., Liebherr Gear Technology, Inc., Liebherr Automation Systems, Co., and Liebherr Mining Equipment Newport News Co.
Exhibit space sales are open for ICUEE 2017, the International Construction and Utility Equipment Exposition. Visit the show website www.icuee.com for details on the space assignment process and deadlines for priority exhibit space selection.
ICUEE 2017 will take place October 3-5, 2017 at the Kentucky Exposition Center in Louisville, Kentucky. The biennial exhibition, also known as The Demo Expo, is the largest event for utilities and utility contractors, owned and produced by the Association of Equipment Manufacturers (AEM).
“ICUEE is where the utility construction industry meets to see and experience ‘hands-on’ the newest product innovations; exhibitors and attendees cite ICUEE as a high-quality show where they can easily connect with qualified companies,” said Tricia Mallett, show manager.
ICUEE 2017 will feature specialized exhibits pavilions for fleet management and green utilities, Ride & Drive test track for on-road equipment and technologies, and indoor Demo Stage complementing extensive in-booth product demos outdoors and indoors.
As a value-added service, ICUEE provides exhibitors with free electronic and print marketing materials to help reach customers and prospects and increase booth traffic. A variety of sponsorship and other marketing opportunities, including customized options, are also available.
What the Industry Is Saying
AEM exhibitions are industry-run with a focus on superior customer service and event technology that results in measureable ROI and a positive show experience.
A sampling from attendee and exhibitor surveys from the last ICUEE:
- “ICUEE has always been a good show for us. Very good customer and potential customer base. The show is very well run.”
- “Our company is new to this industry, but we were able to make some strong leads and contacts to help us in the future.”
- “As a first-time attendee, I found the show was very well organized. All the (exhibitors) were very helpful in presenting their different products.”
- “Just being at the show was a success. Being able to interact with new people and get the latest greatest information on equipment and technology.”
Attendees talk buying decisions:
- “Made final decision on purchase (of equipment from exhibitor).”
- “Saw several products that are very useful in our line of work … and we are likely to purchase some or all of them.”
- “It was very beneficial in helping us with purchasing decisions for the upcoming year.”
Visit www.icuee.com for the latest show information on exhibiting and attending.
About ICUEE – www.icuee.com The International Construction and Utility Equipment Exposition (ICUEE), also known as The Demo Expo, is held every two years and focuses on the job needs of utilities and utility contractors in the electric, telecommunications/cable, natural gas, water and wastewater sectors. Attendees can test-drive the latest equipment, watch live demonstrations of new products and technologies, and take advantage of best-practices industry education.
About AEM – www.aem.org The Association of Equipment Manufacturers (AEM) is the North American-based international trade group providing innovative business development resources to advance the off-road equipment manufacturing industry in the global marketplace. AEM membership comprises more than 850 companies and more than 200 product lines in the agriculture, construction, forestry, mining and utility sectors worldwide. AEM is headquartered in Milwaukee, Wisconsin, with offices in the world capitals of Washington, D.C.; Ottawa, Canada; and Beijing, China.