Rudy Coetzer, Feature Story 1 of LiuGong’s 20th Globalization Anniversary

“It’s being who you are that really matters.” Rudy illustrates this passion, enthusiasm, positiveness, and energy at 74, which is not typical for her age.

Rudy works as the Administration Manager for LiuGong South Africa (hereinafter referred to as LGSA). Every day she drives her car to the office, and handles all the file work efficiently. Even among all the papers that are neatly stacked on the shelves, she can easily pick out any specific one in a second! Besides file work, Rudy is also responsible for inventory management, logistics, finances, and all forms of document handling. She works to maintain safe and secure operations at the company. Rudy rarely takes days off, and even works on weekends when machines are delivered from the port and unloaded.

Rudy first became responsible for the LiuGong brand in 2004. Before LGSA was established, she worked as the administrator of LiuGong’s dealer in Mpumalanga, Nelspruit, which dealt with the import and export of LiuGong machines across the Sub Saharan region. This was the start of her long and steadfast journey with LiuGong.

By gradually gaining more knowledge from her administrative work, particularly on the technical side, Rudy was promoted to Branch Manager of the dealer’s new branch in Polokwane, Limpopo Province. She has worked there for five years and attended to the administration, parts departments, and sales of LiuGong earthmoving machines.

“I felt astonished and surprised when I got a phone call for the job interview at the age of 64.” After eight years of operation in the international market, LiuGong had grown stronger and aimed to open a subsidiary in Johannesburg. When the previous General Manager was trying to find the right person to help start the company in 2010, Rudy came up and was highly recommended as the right person. Her familiarity with LiuGong and its products, along with her professionalism and dedication to work, enabled Rudy to successfully pass the interview and get the position as the Administration Manager of LGSA in August, 2011.

When LGSA was founded, there was a shortage of salespeople, so Rudy also assisted as a salesperson besides administration work. “I love working in the subsidiary. Every day seems like a new day for me. I’ve gained a range of knowledge,” Rudy said proudly with her iconic smile. She also remarked that, “People usually think that people at my age think slowly. But actually, we can’t afford to make mistakes. Although I don’t work for the technical department, it’s also my responsibility to help solve problems when I get phone calls reporting machine issues or when people come to me asking for machine information. This is because at the end of the day, it’s not about you and me, or other people, it’s about LiuGong.”

Rudy started from registering inventory and has visited a lot of people. “The yellow machines just got into my blood, and I’ve learned a lot about these machines. It’s really a big advantage for me.” From Rudy’s perspective, we should have a broad vision, be professional, and keep the conversation going with the customers.

Setting up the LGSA office to accommodate all the necessary functions and systems has enabled Rudy to perform her duties and combine the different cultures. When Rudy first worked for LGSA, she Googled a lot about China and Chinese festivals. Every time there is a Chinese festival, she expresses her good wishes to the Chinese colleagues. She even sends Red Envelopes to them during Chinese New Year. “When I first worked at LGSA, I thought that it was just like taking two stones and trying to tie them together. But we respect and learn from each other. Eventually we began to feel like a big family, and I like the rich Chinese culture.” Rudy remembers every one’s birthday, which is deeply appreciated by everyone who works with her. “She is just like our grandma,” said LGSA Service Engineer, Mr. Zeng Bo.

“The years that I have been working for LiuGong have been exhilarating and it’s been a huge learning curve, but one is never too old to learn and adapt. This is also true for LiuGong,” said Rudy. “LiuGong has grown in all sectors of the construction and mining industry across the world, and its professional and innovative staff have helped it grow from strength to strength.”

Editor’s Note:

2022 marks the 20th year since LiuGong’s globalization strategy was proposed and implemented, leading to greater success for the company. For an international company, 20 years is not a short period of time. The customers and partners who have joined hands with LiuGong during all these years, and the employees who have grown as the company has globalized, are all treasures we cherish. We recall key stories that are worth remembering, and record the milestones experienced to inspire us as we set out on the next journey.

Thank you Rudy, and thank you to all of LiuGong’s local employees dedicating themselves to the process of globalization. Globalization is a continuous process, and as time progresses, we form deep bonds with the people and companies we work with.

We can be better together and we can do better together.