Key strategic move by off-highway equipment major
LiuGong has announced the appointment of Harry Mellor as UK sales director. The move is said by the off-highway equipment manufacturer to reinforce their long-term commitment to the market and their ambition to accelerate growth from 2026 onwards.
Mr Mellor assumes the role on February 1, 2026, after six years in senior leadership positions in LiuGong across Europe. He recently served as European product director, where he played a central role in the company’s expansion across multiple European markets.
Between 2020 and 2025, Liuzhou, China-headquartered LiuGong recorded strong volume growth in Europe while significantly expanding its product portfolio, including the introduction of advanced battery electric machines and next-generation technologies developed specifically for mature European markets.
During this period, Mr Mellor worked closely with LiuGong’s China-based R&D, manufacturing, and executive leadership teams to ensure product development was closely aligned with customer needs and real-world applications across Europe. His collaboration supported LiuGong’s emergence as a credible challenger in the global construction equipment industry, particularly in electrification and integrated equipment solutions.
In his new role, Mr Mellor will be responsible for leading LiuGong’s UK sales strategy, strengthening customer relationships, supporting and expanding dealer networks, and ensuring the UK market plays a vital role in LiuGong’s future growth and investment plans.
‘The UK is a strategic market for LiuGong,’ said Mr Mellor. ‘Having been actively involved in LiuGong’s growth across Europe over the past six years, I am excited to now work directly with our UK customers and partners to support the next stage of development. Our focus will be on building scale, strengthening relationships, and delivering practical, future-ready solutions that meet the needs of the UK market.’
Dean Thornwell, managing director of LiuGong UK, said: ‘Harry’s appointment reflects our confidence in the UK market and our intention to continue investing for the long term. His experience across Europe and deep understanding of our product strategy will be critical as we strengthen our dealer network and grow our customer base.’
‘With Harry’s close ties to the LiuGong’s R&D and manufacturing operations, and proven track record in mature European markets, LiuGong UK is well positioned to enter its next phase of growth as demand increases for efficient, sustainable, and technologically advanced construction equipment solutions,’ added Howard Dale, president of LiuGong Europe.