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Dressta Appoints Howard Dale as Vice President of Global Sales

Howard Dale.

Howard Dale.

LiuGong Dressta Machinery has today announced the appointment of Howard Dale as its new Vice President of Global Sales for Dressta.

Dale joins Dressta with 20 years of construction sales and marketing experience in China and South East Asia. His previous position was as a Shanghai-based Regional Director for CNH Industrial – a leading manufacturer of agricultural and construction equipment.

As Vice President of Global Sales, Dale will be responsible for all aspects of Dressta’s global business including channel management, capacity building, after-sales & service operations and expanding the corporation’s current distribution network.

Teddy Wu, President of LiuGong Dressta Machinery, said of the appointment: “Howard brings with him the rare combination of proven ability in growing construction brands in different regions, and the technical knowledge born from many years spent in various roles in the industry. We believe Howard will become a vital component in our mission to further grow Dressta’s international status.”

Dale has spent his entire career in construction, beginning with engineering apprenticeships before quickly establishing himself in the commercial sales activities of the industry. This took him to Bangkok in 1992, selling backhoes for Fermac International and expanding its dealer network by seven-times in just five years. At CNH Industrial he was responsible for developing its market entry into China and establishing its distribution network and sales strategy for backhoes and skid steers.

Commenting on his new position, Dale said: “My vision is to reengineer the Dressta brand – to go out and reengage with the traditional markets, and grow the brand into new markets.


I believe that Dressta’s ability to match its products to specific applications makes it one of the few ‘customer-first’ construction equipment manufacturers available today. The machines themselves are absolute powerhouses and I don’t think Dressta can be rivalled in the breadth of its products’ application offering.

“I am excited to get started and optimistic that we can build upon this already revered brand,” concluded Dale. “Dressta is not only a power from the past, it is a force of the future.”