Hyundai Heavy Industries (HHI) started aggressive marketing to expand market share in China for next generation excavators.

HHI held the launch show for the 9-series with 400 people participating at Hyundai Jiangsu Construction Machinery in Jiangsu, China.

In this event, 20 units of 9-series excavators including 5t, 21t, 30t class demonstrated and attracted customers’ and dealers’ attention with powerful performance and high technology.

9-series is equipped with various convenience features and improves engine power and work performance by 15%.

HHI has received a KRW90 billion pre-order in China to supply 940 excavators through a presentation in China.

“China is a large market which keeps growing despite the global economic recession. Through development of new models and different marketing strategies, we will expand the market and make a second phase of growth,” said Mr. Choe Byeong-ku, vice COO of Construction Equipment Division.

HHI reorganized human resources in its Chinese office and enhanced the after-sales service network to meet demand, stimulated by Chinese government policies.

The company supports purchases by various sales promotions and financial incentives. It plans to participate in a large scale exhibition and hold roadshows for new models around the country, accelerating Chinese market conquest.

Meanwhile, HHI is operating three construction equipment production facilities at Beijing and Jiangsu and is trying to develop customized service after establishing an excavator development institute with a financial company in Shanghai