The global agricultural machinery industry is undergoing a major transformation, and Lovol wants to lead the charge. Four years after Weichai Group acquired 60% of its shares, the Chinese manufacturer is launching tractors and combines in Europe to take on industry giants like John Deere, Case IH, and New Holland.

The most striking move has been the opening of a US$420 million smart factory in Shandong, China, featuring 500 industrial robots, digital twins, and logistics powered by 5G and Artificial Intelligence. The facility can build one tractor every 4 minutes, with an annual output capacity of 100,000 units.

Today, Weichai Lovol produces over 120,000 agricultural machines annually, including 85,000 tractors. Domestically, it leads the combine harvester market in China with a commanding 63% share.

The European strategy rests on three pillars: attractive pricing, strong quality, and cutting-edge technology. Lovol isn't trying to undercut low-cost brands like Mahindra or Farmtrac-instead, it aims to rival premium players, offering PowerShift and CVT transmissions, emissions-compliant engines, high-end cabs, and advanced diagnostics.

It also plans to establish spare parts hubs across Europe, supported by a strong logistics and aftersales network. Its product focus includes mid- to high-horsepower tractors and smaller-scale combines.

Backed by the globally established Weichai Group, which employs 130,000 people and generates over US$40 billion in annual revenue, Lovol's expansion is rooted in solid ground. Weichai's operations span six key sectors, from construction equipment and commercial vehicles to maritime mobility, and includes partnerships with major names like Dematic, Still, Linde, and Kion Group.

With R&D centers in Germany, Austria, Japan, France, the US, and Canada, Weichai is laying the groundwork for global technological leadership. Now, with Lovol, it's aiming for a prominent role in Europe's agricultural core.