IronDirect launches North American dealer partner program

Updated Oct 21, 2016
The 344-horsepower Shantui SD32DQ dozer will be in a lineup that includes dozers from 80 to 530 horsepower.The 344-horsepower Shantui SD32DQ dozer will be in a lineup that includes dozers from 80 to 530 horsepower.

IronDirect has launched a new North American dealer partner program, which would require dealers to place a minimum stock order for machines, but would not mandate parts stocking.

The company says dealer sales would be non-exclusive and there are no geographic territory limitations.

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“This new program is a unique opportunity for construction equipment dealers to offer their customers unprecedented value, both in terms of product and support,” says Joe Krider, vice president of sales at IronDirect. “By offering customers fresh product choices from proven global manufacturers, a suite of cutting-edge support and service programs, and a cost savings of up to 50 percent, dealers are giving their buyers a total package—one they will really value and that is guaranteed to keep them coming back for more.”

With roots in the now-defunct International Construction Products, IronDirect is an American company launched last month primarily offering Chinese-made equipment.

The company’s main method of selling machines will be online at, with IronDirect saying its site is built around an Amazon-like structure. Lonking excavators and wheel loaders, Shantui dozers, Paladin attachments and Berco undercarriage components are among the company’s initial offerings.

The company is planning a dealer-recruiting event November 16 at its Customer Experience Center in Asheville, North Carolina, to provide more details on its “technologies and processes” in addition to hands-on time with equipment and upcoming product additions to the sales lineup.

More information on the dealer partner program, as well the recruiting event, is available by contacting Tom Hlawek, vice president of key accounts – 281-639-0055, [email protected].