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See IronDirect Equipment Live at Our New Product Pavilion

Work is nearing completion on a 10,000-square-foot product pavilion that will showcase heavy and light construction equipment, attachments, undercarriages, and parts sold by IronDirect. The pavilion is being built at the 100-acre IronDirect Customer Experience Center, a mountaintop site about 10 miles northwest of downtown Asheville, North Carolina.

“The concrete pad is complete and the building framework is up,” said IronDirect President Tim Frank. “Customers and other visitors to IronDirect will be able to view, explore, and purchase a range of our products at the new pavilion. It is an exciting addition and part of our growth strategy.”


IronDirect sells premium- and value-priced construction equipment, attachments, parts, and accessories from Lonking, Shantui, Sakai, Paladin, Case IH, Miskin, and Berco via an e-store at, a North American sales force, and a developing dealer network. More brands and products will be added to the lineup in coming months.

The IronDirect pavilion will also be used for customer, dealer, and sales events at the Experience Center. It will be complete by the end of 2016. The video below gives a drone’s-eye view of the structure.

The IronDirect Customer Experience Center is open Monday through Friday for visits from prospective equipment buyers. The sprawling site has a technology center, an indoor display pavilion, an outdoor equipment demonstration arena, and expansive areas for test operation of excavators, wheel loaders, dozers, compactors, earth scrapers, scraper tractors, attachments, and other equipment. The center is growing to become the largest collection of construction equipment products at one site in the world. All guests who purchase equipment during their visit will receive additional incentives on purchases and reimbursements for travel expenses.

To arrange a visit or learn more about the IronDirect Customer Experience Center, contact Justin Pike at 828-337-9912 (

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Joe Hanneman, Director of Industry Engagement for IronDirect.

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