Keestrack appoints new MD for China

Richard Li, new MD of Keestrack Construction Equipment Co. in China.
Richard Li, new MD of Keestrack Construction Equipment Co. in China.

Richard Li has been appointed as new managing director of Keestrack Construction Equipment Co., Ltd. based in Chuzhou, China, effective June 1, 2023.

“With over 33 years of experience within the construction equipment industry and having loads of management experience, Richard Li is an asset for Keestrack,” says Frederik Hoogendoorn, vice president Sales and Marketing.

Richard Li is a member of the management committee of the Chinese Association of Equipment Manufacturers since 2006 and has been inducted into the Top 100 influencers in the Chinese Construction Equipment Industry from 2006 onwards. After graduation in 1989, he has been involved in the construction machinery industry, first as a customer at the Municipal Construction department of the city of Xiamen, later in his career as construction equipment dealer and manufacturer in several enterprises.

Richard has an impressive track record with companies such as WesTrac, Doosan Infracore, NFLG, Bauer and Ingersoll-Rand, and has proven to be a highly efficient managing director in a variety of roles.

“In his new role Richard is tasked to optimise the Chinese production facility, the sales- and aftersales service offices, and growth of the Asian, Southeast Asian, Australian and New Zealand markets. With his management experience in dealer development and his strong motivational leadership, we have full confidence he will succeed in this mission,” says Kees Hoogendoorn, founder and President of Keestrack.

“Keestrack is committed to reduce costs and increase efficiency for customers through innovation. The products manufactured by the Chuzhou factory represent these innovative achievements and follow the same European manufacturing standards, ensuring the same high quality and high performance equipment,” says Richard Li, the new MD of Keestrack China.

“We will further strengthen Keestrack’s sales network by expanding the dealer network in the Chinese and wider Asian region. Increased efforts will be done for building the Keestrack brand and to increase sales and marketing by organising events, activities , technical days and exhibitions. This way the customers will better understand the Keestrack product advantages,” adds Li. “The aftersales service team will also get more attention, providing all dealers and customers the right service, training and original spare and wear parts.”

Keestrack China is more than just a production facility for Keestrack mobile crushing and screening equipment for the Chinese and wider Asian market, it is also running R&D projects to expand Keestrack’s product range into other sectors within the construction industry. Within the Chinese production facilities, new products, such as cold milling equipment, have been developed to widen the product range. The new products have been thoroughly tested during the last few years and have already been introduced to the Asian market.


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