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Media Coverage Takes Off with Launch of IronDirect

Just minutes after news went live about the launch of IronDirect and its industry-changing platform for buying and supporting construction equipment, trade media coverage began to roll in from around the globe. Many of the industry’s biggest and most prestigious media outlets ran online stories about IronDirect and its new e-commerce website.

The website featured an extensive article by editor Becky Schultz, a photo slide show, and several video clips. In addition to detailing the IronDirect business model, the coverage included videos of IronDirect’s quality control process, the Service Your Way support program, and features of IronDirect’s value-priced machines. features content from magazines that include Equipment Today, OEM Off-Highway, Rental, Sustainable Construction, and Concrete Contractor.


IronDirect’s Kevin Tanner talks quality control in a video at

At, a detailed article ran under a headline stating IronDirect “wants to be the Amazon of construction equipment”. “IronDirect’s fixed-price online site,, debuts today,” read the article by editorial director Marcia Gruver Doyle. “The company is offering Lonking excavators and wheel loaders, and Shantui dozers, along with equipment from other manufacturers…”


Equipment Today published a long article on the IronDirect launch.

Much of the news coverage came from a media preview event held in July at the IronDirect Customer Experience Center in Asheville, North Carolina. A number of the articles were based on the news release issued September 15 by Liquidity Services, IronDirect’s parent company. Additional articles are expected in the print versions of a number of trade magazines in coming weeks.

The Rock Products online article noted the product lineup available on the IronDirect e-commerce site: crawler dozers from Shantui, telehandlers from Magni, crawler excavators from Lonking, sideboom pipelayers from Shantui (coming soon), and wheel loaders from Lonking. “The purchase of a piece of equipment is as easy as browsing the company’s website at,” read the article, written by editor Mark Kuhar. “Manufacturers are selected based on ‘quality, value, market leadership and reliability,’ according to the company.” The IronDirect site also offers a huge range of equipment attachments from Paladin as well as undercarriages and parts from Berco.


Marcia Gruver Doyle from Equipment World magazine takes photos at the IronDirect media event in July 2016.

Other media coverage from the IronDirect launch included




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