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As 2012 begins, Cifa announces its new business strategy for the North American area. The historic Italian concrete machinery company, previously represented by its subsidiary Cifa USA, has appointed Irving Equipment LLC as its new sole dealer for the US market, with the aim of meeting new requirements on a market that is starting to show signs of recovery.
The crisis on the construction market has forced US companies to make significant changes. But now that the most acute years of the recession are hopefully behind us, American companies are finding that their machinery fleets are too small (many used machines having been exported) and obsolete.
“The economic trend is on an upturn; construction business is slowly but surely resuming, and a lot of machinery and equipment needs replacing”, says Mark Irving, Sales and Marketing Director of Irving Equipment.
Irving Equipment LLC is based Tiffin, Ohio, in the industrial heartland of the USA. The company, which was founded in 2003 by Joe and Kaye Irving, has worked with Cifa’s US subsidiary for years. This has enabled the Irving family to acquire long experience with the sale and maintenance of concrete machinery, and excellent knowledge of the electrical and hydraulic systems of truck-mounted equipment.
“For us, Irving is already one of the family”, says Clive Brown, Cifa’s Sales Support Manager for North America. “We’ve admired the quality of their work in the field of responsible sales and after-sales service for over 7 years. The dealership agreement is a further demonstration of our confidence in their work, and we will give them our full support.”
As Daniel Metivier, Commercial and After-sales Service Director, explains, “Irving LLC will focus on distributing all products sold under the Cifa brand, and will sell spare parts and after-sales service for the over 200 Cifa machines already operating in the USA”.
“Cifa products have been a best-sellers in the USA in recent years, and the market trusts European technology”, adds Joe Irving, CEO of Irving Equipment LLC. “Many customers have already expressed interest in this partnership, and can’t wait to see the pumps in the Carbotech series in operation on the American market. We’re convinced that this technology will attract attention from many companies which need to comply with very strict legislation governing the weight of machinery.”
Cifa’s activities on the North American market are consistent with the worldwide strategy of the Zoomlion Group, with flexible management of the double brand, differentiated according to the target market. “In the USA, the Group has chosen to distribute the Cifa brand through dealerships”, says Davide Cipolla, Managing Director of the Italian company. “The Cifa brand is known and respected in the North American area, and the credibility that Irving has acquired on the market will position our brand at a very high level in terms of value for money.”
Irving Equipment is well aware of the growth potential for its business (and Cifa’s) in the USA. Competitive pricing (partly due to its efficient ability to keep its management costs under control) and a presence at the major trade fairs are the main operations that will be performed with a view to gaining substantial shares of the American market.
As part of this strategy, Irving exhibited in the capacity of Cifa’s dealer at the last World of Concrete fair, held in Las Vegas from 24 al 27 January 2012, and has already booked display space for the next few years.

The Irvings are good people. I have always enjoyed working with them.