NAC Machinery, a Russian company, has extensive experience in collaborating with globally renowned manufacturers and emerging brands. When choosing excavator loaders (busy at both ends) products, NAC chose the RIGOR brand excavator loader produced by Bull Machines in India and achieved certain success. Let's take a look at their perspective analysis on product selection.
European Core Configuration
In 2023, NAC Machinery, as the exclusive supplier of the RIGOR brand, launched the HD100 excavator loader equipped with Synchro shear and Power Shift transmission systems in the Russian market. According to Andrey Gerasimov, Business Director of NAC Machinery, this machine has been very popular since its launch, with sales exceeding 400 units within a year.
The commercial success of RIGOR excavator loaders is attributed to the excellent balance between product quality and competitive prices. Andre pointed out that this machine is almost entirely composed of core components from Europe and the United States, including bridges and transmissions provided by Carraro in Italy and ZF in Germany, hydraulic pumps from Casappa in Italy and Parker in the United States, Perkins engines in the United Kingdom, and Carlisle braking systems in the United States.
Andre said, "This excavator loader almost integrates the core components of top global brands. At the same time, the manufacturer can fully guarantee all the spare parts and consumables we need in after-sales service, which enables our after-sales department to efficiently carry out regular maintenance and warranty services
In addition to the HD100 model, NAC Machinery has also launched another new model in the Russian market this year - the RIGOR HD100 Challenger, equipped with wheels of the same size and lateral displacement function. The first product made its debut at the CTT Expo in Moscow in May of this year. However, NAC Machinery also plans to introduce an additional 200 RIGOR HD100 Challenger by the end of the year. A logical question arises: Where does this confidence in consumer demand come from?
What are the advantages of Indian excavator loaders? Currently, most importers selling excavator loaders in Russia have turned to Chinese brand products. However, NAC Machinery chose to collaborate with Bull Machines Pvt. Ltd, one of India's largest special equipment manufacturers. Through successful negotiations, NAC Machinery is able to import excavator loaders equipped with globally leading brand accessories at competitive prices.
Indian RIGOR equipment is in the middle price range: more expensive than China, cheaper than Europe
Andre explained: "Our company's RIGOR backhoe loader occupies a unique market position. Our machine price is higher than that of the Chinese brand, but it has a price advantage over Türkiye's products in similar configurations." Although the production base is far away, NAC Machinery has no problems in transportation. The company currently has three major import channels: St. Petersburg, Novorossiysk, and Vladivostok. The goods usually arrive by sea within 50 to 60 days. retrospect and prospect
Bull Machines India was founded in 1998 and began producing excavator loaders as early as 2010. Nowadays, Bull Machines has a strong R&D team, has obtained numerous patents, and has sales and service networks in 65 countries worldwide.
NAC Machinery plans to sell 600 excavator loaders by the end of this year
Andre recalled, "In the early stages of our collaboration with Bull Machines, we encountered some promotion challenges. There was a Chinese made excavator loader with the same name as our product in the Russian market, which caused customers to confuse us with Chinese products. Therefore, we ultimately decided to reposition the brand and introduce new RIGOR brand equipment from India." In terms of production capacity, Bull Machines currently has a capacity utilization rate of less than 50% and can produce about 200 devices per month. With the launch of the second production module, the company has the capability to increase production to 500 units per month. It is expected that production of the RIGOR HD100 Challenger will significantly increase after its launch, as this type of excavator loader holds about 40% of the Russian market share and demand continues to grow. NAC Machinery plans to sell 600 excavator loaders this year, with over 250 already sold in the first half of the year. Andre concluded, "If we observe the import and growth dynamics of new brands in the Russian market over the past 3 to 4 years, we can see that RIGOR has developed very quickly, and its sales performance shows that we are indeed selling a high demand and high-quality product