American machinery expert aims high with LiuGong

David Beatenbough is now vice president of Guangxi LiuGong Machinery Co. Ltd., a premier global construction equipment manufacturer.

David Beatenbough, a top-notch machinery expert from the U.S., has been working in southwest China's Guangxi Zhuang Autonomous Region for seven years.

As vice president of Guangxi LiuGong Machinery Co. Ltd., a premier global construction equipment manufacturer, David Beatenbough is in charge of the research and development of the company. He is also the chairman of both Tianjin LiuGong and LiuGong Poland. Every day, he leads his Chinese team to do research based on products and market needs.

"It's exciting to work here," Beatenbough said. "Every day, my colleagues and I see the change and progress." He works well with his Chinese colleagues, who, in his words, are adaptable and eager to learn new things. "Here, we learn from each other for the same goal."

David Beatenbough test-drives a forklift and records data.

Before coming to LiuGong, Beatenbough worked as a manager at world-renowned Case and, later, CNH Industrial, which are both agricultural and construction equipment giants.

"The reason why I came to LiuGong is because of (former) President Zeng Guang'an," he said.

Beatenbough's story has turned out to be a modern version of China's classic novel, "The Romance of the Three Kingdoms," which includes a chapter called "Visiting the Thatched Cottage Thrice." In this chapter, Liu Bei is a warlord in the late Eastern Han Dynasty who succeeds in recruiting Zhuge Liang, the greatest and most accomplished strategist of his era, by paying him three personal visits. Feeling moved, Zhuge Liang helpsLiu become the founder of the Shu Han.

Beatenbough first met Zeng Guang'an, then LiuGong president, in 2003. Zeng was impressed with. Beatenbough's expertise in both machinery production and marketing. Zeng sent Beatenbough letters every year after that, inviting him to join LiuGong. It wasn't until three years later that Beatenbough finally accepted the standing invitation in 2007.

The first position Beatenbough held at LiuGong was assistant to the president in LiuGong Jiangsu Branch, where he helped to break the long-term monopoly of foreign companies over the skid steer loaders market by improving the designs, functions and quality of LiuGong's skid loaders.

In 2008, Beatenbough tailored the international advanced R&D process for integrated products to LiuGong's needs and formed the unique LiuGong new product development process (LDP), which catalyzed a revolutionary change for the company's product quality and R&D management.

Apart from research and marketing, Beatenbough spends a lot of time regularly training R&D project managers, marketing managers and sales managers. He believes new product research and development leads the future of all enterprises.

Thanks to his coordination efforts, several other elite experts from world machinery tycoons including Case and JCB also joined LiuGong, which has upgraded LiuGong's overall R&D level, product test technology, industrial design and global marketing, and – most important of all – has built up a contingent of professionals for the company.

In addition to wearing multiple hats at work, Beatenbough is also versatile in life. He enjoys life in Liuzhou, an industrial city with beautiful scenery in Guangxi. As a local food market frequenter, he is known as "Old Bi" (as his Chinese name is Bi Tongbao) among the vendors. They often reserve fresh vegetables and food for Beatenbough while he is busy working.

During his spare time, Beatenbough loves cooking and sometimes treats his Chinese colleagues and friends at home. Anyone who comes to his apartment will be impressed by his mini library which is full of hundreds of books on topics as wide as construction machinery, finance, sales & marketing, and cooking.