[VIDEO] Volvo’s Strategy on Marketing Premium Machines alongside Value Machines

Caterpillar's expansion of its GC value-engineered line at CONEXPO isn't the only effort among equipment manufacturers to offer lower-cost machines suited for hard work but not the extremes of intensity and long shifts for which most premium products are designed. Offering premium and value machines is something Volvo Construction Equipment has been doing since the company acquired the Chinese company SDLG, and those SDLG machines have been coming to the U.S. for a few years. Volvo Construction Equipment President Martin Weissburg recounts in this video how his company gets the most from its value SDLG line at Volvo dealers.

How Volvo CE Balances Demand for Its Premium and Value Brands

Volvo CE Benefits From Synergies Between Brands Within the Volvo Group