Manufacturers & Procurement

Invernizzi ... clear growth strategy.

Invernizzi ... clear growth strategy.

CNH puts a strong Case forward in region

June 2016

Case Construction Equipment, part of CNH Industrial, is reinforcing its commitment to the Gulf and wider Middle East with events planned and partnership programmes set in place.

That is not all: in order to be closer to its dealers and customers in the region, CNH Industrial’s senior business director has relocated to Dubai, UAE.

“I personally moved to Dubai at the beginning of this year to be closer to our dealers and customers, understand better the market needs and be able to provide solutions in the shortest time possible,” Franco Invernizzi told Gulf Construction.

“Not only is Dubai a perfect hub to fly everywhere in the Middle East and Africa but it allows me to experience first-hand the extremely variable market conditions,” he added.

Case is bringing “Eagle Days” to the UAE this November, having successfully launched the concept for the first time in Africa and Middle East region in Tunisia last November.

Commenting on the company’s regional focus, Invernizzi said: “As part of Case’s commitment to strengthen its network and business growth in the Maghreb area, the company organised its Eagle Days for the first time in Africa and the Middle East last year. The event, held from November 2 to 4, in Tunis, Tunisia, offered Case dealers and their customers a unique mix of product presentations and commercial training.”

The event started with a two-day training for the sales teams of dealers from Morocco, Algeria, and Tunisia and concluded with the ‘Customers Day’, which offered participants the opportunity to test drive Case equipment.

“In view of the success of the event in Tunisia, we will cover two other important areas in 2016 – South Africa in July and the UAE in November,” he indicated.

Furthermore, Invernizzi said the company has set a clear growth strategy of the Case brand in the region, focusing on both sales of new machines and continuous service to the existing set-up.

An essential part of this strategy is the support it extends to its partners in the region. “We can only achieve the growth we want for the Case brand and for our businesses if we work together as true partners. We have established the plans, programmes and tools that will enable all of us to achieve our goals – together.

“To achieve our objectives, our goals include: supporting our customers in making their business more effective; growing our market share; and growing our profitability so that we can reinvest in our businesses.”

He highlighted the recent agreement with Iridium Communications that has enabled Case to extend the SiteWatch offering to provide its telematics services even in areas without cellular network coverage.

“This new satellite service enables Case machines to transmit data from every corner of the globe even where cellular connectivity is absent. The service is easy to add to any machine (Case and others) that has SiteWatch installed and an active subscription, and it’s very simple to transfer from one machine to another,” explained Invernizzi.

Case’s stand at bauma ... well attended.

Case’s stand at bauma ... well attended.

“The watchword for our development plan is ‘customisation’ – meeting customer needs in terms of product, services, attachments, extended warranty packages, financial solution, etc,” he added.

Invernizzi also cited the recent partnership between CNH Industrial Capital and Emirates Money (consumer finance arm of Emirates NBD, a banking group in the UAE) that will give Case customers access to flexible financing solutions for their equipment through its dealers in the UAE.

Invernizzi also underlined the Pinnacle Excellence programme that has helped customers in the region.

“Pinnacle is a partnership programme developed to improve the Case value proposition and help dealers to achieve excellence through people, brand, after-sales and operations,” he said. “There are several benefits of being a Pinnacle-certified dealer: from the rewards that can be earned, such as access to special campaigns and financial advantages, to being part of the Case Advisory Board, which is involved in key strategic decisions for the entire Africa and Middle East dealer body. However, the most important advantage is that by becoming compliant, it means improving the level and quality of services offered to Case customers.”

Turning to the company’s wide product portfolio, Invernizzi said Case offers an expanding range of equipment solutions for road building.  These robust and reliable machines are able to operate in the toughest conditions, and at the right cost of ownership, he added.

Among them are motor graders and dozers. The B Series motor graders have been increasingly successful in the region and are acknowledged for their ability to work in all environments, guaranteeing high productivity.

The M Series dozers, meanwhile, deliver best-in-class drawbar pull and are built strong to perform in harsh environments. They deliver massive power in every condition to maximise productivity – and this performance comes in an easy-to-service and comfortable package, he said.

For the roller compactor segment, Case offers the reliable performance and excellent productivity of its soil compactor line-up, which will be soon expanded with the introduction of the new Case 1107 EX vibratory soil compactor.

“This renewed model is taking productivity and fuel efficiency to higher levels, thanks to the S8000 engine designed by FTP Industrial (part of CNH Industrial), which has built a strong reputation for performance, reliability and low fuel consumption. The robust design and world-class components of the 1107 EX ensure high levels of reliability and extended operating life, even in the most extreme conditions. With best-in-class serviceability, the Case 1107 EX compactor reduces downtime and operating costs, while resulting in greater productivity and profitability,” he explained.

Invernizzi said Case’s offering includes new products specifically designed and engineered to match the requirements of its customers in this region.

“Just to mention a couple, we recently launched the Case 570T backhoe loader and Case 1107DX compactor. And more products will be launched in the Q4 2016. Our approach is to introduce products that are complementary to our current range in order to better cover other segments of the market that have been growing in the Gulf. Our product offering is complemented by our services, and we are introducing maintenance packages, retail financing, and telematics to better fit to the business needs of our customers in the Gulf,” he added.

Invernizzi was speaking to Gulf Construction on the sidelines of bauma, the world’s leading trade fair for construction, building material and mining machines and construction vehicles and equipment, which was held from April 11-17 at Munich, Germany. He reported a highly successful participation at the show, where the company’s stand remained well-attended throughout the event and visitors showed a great interest in Case products and technologies.

“bauma is the most important European exhibition of the year in our industry. It provides an invaluable platform to showcase our full offering of products and services,” he remarked. “Most importantly, it gives us the opportunity to meet a big number of customers from around the Middle East region and discuss their specific requirements and how Case can meet them.”

Case also organised twice-daily visits to a nearby gravel pit to give visitors an extended experience of the Case world and test drive its new machines.

“This activity was very successful, attracting many visitors from the Gulf and wider Middle East regions. All appreciated the opportunity to see and test drive the machines in a real work situation,” Invernizzi concluded.

Case presented new technologies at bauma, where the layout of its stand reflected the brand’s focus on customers, making it easy for visitors to find products with the display organised by sector, namely urban construction, infrastructure, quarrying and recycling.  

The Case Europe Middle East and Africa (EMEA) team was on the stand throughout the show to welcome customers from across the region and discuss their requirements. The Service and Parts teams and CNH Industrial Capital were also available to explain how the brand can support customers in partnership with its dealers.

The brand showcased its full line of equipment and services, complemented by Iveco vehicles for the construction industry. At the show, Case unveiled the 580ST backhoe loader featuring the new backhoe boom and loader arm, and new features for the SiteWatch and SiteControl systems.

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