Opinion: Paul Burger on construction equipment OEM strategies

Paul Burger

04 September 2026

Paul Burger has more than three decades experience in the construction equipment industry, including a long period in senior management roles at Hitachi Construction Machinery (Europe). Now working as an independent consultant, he has views on how OEMs should approach the management of key accounts, and on the impact of Chinese manufacturers.

I read recently in an article in various KHL Group magazines and websites about the strategy of a major OEM towards two ‘headache files’ for global OEMs: namely, how to approach the known key accounts operating in Europe, and what strategy to adopt regarding the impact of Chinese product in…

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