As the "birthplace" of the global construction machinery industry and one of the three traditional major markets, the North American market (especially the United States) has always been highly valued by global construction machinery enterprises, and whether a company can successfully enter it is also regarded as an important benchmark for measuring its global status. From the industry landscape of this market, local enterprises such as Caterpillar, Case, and John Deere currently hold an absolutely dominant position, while European enterprises also occupy a certain share, and in the past decade or so, Japanese and Korean enterprises have also begun to participate in increasingly fierce competition.

 

　　As the absolute leader in the global construction machinery industry, Caterpillar has grown into a global giant after nearly a century of development. In its home market of the United States, its construction equipment division alone achieved sales of US$5.985 billion in 2011, far ahead of international peers.

 

　　It is understood that the North American market has very high emission standard requirements for construction machinery products. Each of the more than 50 U.S. states has environmental protection requirements, and in the highly demanding Midwest region, Chinese construction machinery equipment is almost nowhere to be seen.

 

　　However, in recent years, Chinese construction machinery enterprises, whose strength has grown rapidly, are accelerating their pace of entering the North American market, and construction machinery equipment made in China is appearing more and more frequently at construction sites across North America. For example, in August 2013, XCMG's CV122 vibratory roller, relying on good overall performance and product reliability, was once again exported in batches to the North American market; in October, Shantui's fully hydraulic bulldozer SD13YE obtained North American certification, becoming the third fully hydraulic bulldozer product admitted to the North American region after Shantui's SD08YE and SD10YE; on October 24, Shandong Lingong held a new product launch ceremony in Turlock, California, USA, and its high-end products also entered the North American market.

 

　　For Chinese construction machinery enterprises intending to enter the North American market, the triennial Las Vegas construction machinery exhibition is undoubtedly an excellent springboard that must not be missed. Chinese enterprises first participated in the Las Vegas construction machinery exhibition in 1999, when the scale was not yet large. By 2011, whether in terms of booth scale or exhibited products, the performance of Chinese enterprises could already be described as "shocking," and the same is true this year. Domestic construction machinery giants such as XCMG, Sany, and Zoomlion are all ready and eager to show their strength at the exhibition.

 

　　Caterpillar previously stated that, benefiting from the recovery of the U.S. construction industry, which has stimulated sales of bulldozers and excavators, its profit and revenue forecasts for this year are higher than market expectations. Therefore, the North American market in 2014 is absolutely "profitable." Are Chinese construction machinery enterprises ready?