A brief conversation at last year’s Big 5 PMV almost scuppered months of planning when it was revealed that it would be launching a brand new Backhoe for the region and it was leaked out onto the internet.
A few hurried calls later and the story was gone with the cat safely put into its bag.
The first order of the day when PMV arrives is an apology for almost spilling the beans. However Terex is more concerned that all the information on the new machine is given out and in hand. This is a day for new starts not old problems.
The centrepiece of the day is the brand new TLB840. Terex’ new and updated backhoe. The biggest major upgrade to the machine in a decade.
Given Terex hitherto low profile in the earthmoving and sector in the region (it is unquestionably a major force in the crane segment here), it is sometimes easy to forget that the Westport, (CT)-based US manufacturer is arguably the originator of the eponymous style machine.
A point that makes the meaning of the name, Terex, more poignant.
“Terex. What does that mean?” says John Rotherford, sales and marketing director for developing markets. “It’s Ter as in terrain, Earth and Rex meaning King in Latin, hence our name is Earth King.”
The TLB840, is only the ninth generation in a series of machines that now dates back 50 years, says John Rotherford. Rotherford, who once worked as dealer, went over to the other side in more ways than one when he joined Terex.
Although he feels it gives him an insight into the mentality of Terex’ network of dealers. He has now been with the company for 15 years when we meet.
It’s a substantial amount of time and a period that has seen many peaks and troughs in the market. To emphasise the point he moves his hand to signify the ups and downs, it could double as a machine digging at the soil.
“We made the decision a long time to diversify our business and we’ve really seen the benefit of it in the past two years,” he says.
“While some of the sectors we manufacture in have had a rough time we’ve seen others do ‘ok’. We made the smart move. We’ve turned the business around. Our AWP and crushing and screening are doing well and we’ve reduced the losses in construction, although cranes are still in the down-cycle.”
“We’re here today because we think there’s room for growth and that’s exciting. Caterpillar will always be the most expensive option, if they’re not they’re not doing their shareholders justice. In terms of backhoe loaders we’re at the JCB level but behind here. Doubling our market share could make a huge difference.”
With that in mind it’s easy to see why a Backhoe, a machine that has diversity imprinted into its DNA, is a compelling launch at this time.
Although Rotherford himself dismisses the suggestion that this is a new machine, there’s an enormous array of upgrades and new features bursting out of its frame, even if the chassis (yes a JCB is still bigger) looks remarkably similar to earlier versions.
Rotherford says that the company sought out the advice of customers and operators when making the new design and over 70 new ideas have been implemented.
Among the new features are a new curved boom for closer truck loading, a 94 hp air-cooled engine, a servo power synchro transmission and a re-vamped rear axle for “improved braking”. It already provides one of the smoother rides out there but not only is the transmission smoother, operator comfort has also been improved.
With the TLB840 largely unchanged for almost two-thirds of his time, you sense that Rotherford is enjoying being able to bring a revised Backhoe into the Middle East market.
Speaking shortly after presenting the machine to the first buyer in the region, Abu Dhabi dealer EAE, he says that he is confident that the machine will help dealers to compete on both price and technology with higher profile regional rivals.
He also claims it is well adapted to the local climate, such as air conditioning that will cope with the extremes temperatures it will encounter.
“We tested it under many different conditions and it has undergone 8,000 hours worth of testing. We sent it out to customers to use it in anger and test it to its limits. Customers always want more and more productivity and we think that’s where we’re ahead.
“Technically it’s far in advance of anything else in the market,” he claims. “Our biggest issue is getting them out to the customers.”
And that’s the major challenge for Rotherford and his team. The GCC region is already dominated by the Caterpillars, Cases and the Doosans. Rival JCB has been making its own impressive progress and is being aggressive in the UAE and Saudi Arabia.
They all have established relationships and developed dealers networks. Something Terex enjoys in its crane segment but not necessarily its construction arm.
It’s going to be a large barrier to overcome. “The first part is to hold events like this and develop a demonstration programme for our dealers. We need to develop an awareness with customers through our dealer network.
We need to work on our brand image. We haven’t done enough promotion here in the last few years. We need to show there’s a difference with our product and JCB, Caterpillar and Case. It’s going to be hard slog.”
Although the marketing clout will be coming from above, the dealer channel will be a crucial factor in deciding whether the backhoe will be as successful as the technology deserves.
Dealers will be encouraged and trained as much as possible to be able to sell the product on Terex’ behalf.
“The dealer will power the machine. This event could be duplicated in Qatar, Bahrain and Saudi.”
The team at Terex has acknowledged that the aftersales and service levels of their competitors have set a high bar for it to emulate and at least match.
“We need to better in fact,” says Rotherford. “People talk about how they’re the bes but humility is in our DNA. We’re not perfect but we will try our hardest to listen and improve. It’s the kind of transparency you don’t get often these days, but it’s the way we are.
“Whether you’re making back loaders or candy bars, as soon as you are over confident, you become arrogant and then the business suffers. You must always retain a certain reality.”
He continues: “We understand the dynamics the dealer works under. I worked for a dealer for 20 years before I joined Terex, it’s not like a manufacturing organisation. It’s not black and white and it can be hard with multi-dimensional problems coming at you at one time. We’ve got to work around that and find ways to support and overcome their problems.”
One way that it could get some quick wins here would be utilise the expertise of its crane company. He explains that its an objective if not a straightforward one:“We are aiming to come together because we have been in our own silos.
“Although we’ll always stay separate,” he says. “The guy that wants an aerial platform does not want a backhoe loader but we can keep them separate at the backend while we come together at the front.”
He stresses that means the dealer relationship and marketing side rather than choosing individual dealers to sell entire ranges across sectors.
“Like elsewhere we have a lot legacy here and dealers we like and have been in partnership for decades. We like to have a long-term marriage and don’t like sleeping around with mistresses,” he laughs. “It might sound exciting but it gets kind of dangerous.”
Bobcat trials new 3D vision for GPS excavation
UK-company Infomap is trialling a GPS-guided excavating system on a Bobcat E14 mini-excavator.
The Prolec Digmaster Pro 3D machine guidance system and the Javad GNSS (or GPS) guidance hardware GPS uses GNSS-based technology to guide construction plant on site and can be used to lead excavators through the digging process.
Sensors mounted on the E14 excavator accurately read the location, orientation and position of the equipment. Key information is then relayed to the machine guidance module and displayed in real time 3D to the plant operator through a cab-mounted screen.
By following the on-screen information, the plant operator is able to dig exactly to plan, ensuring the job is done quickly, efficiently and with precision.
Applications for system include mass excavation, landscaping and general earthworks; drilling and piling operations; road construction; grading; trenching and ditching; breakwater construction; waterway maintenance and dredging and quarrying.
When the machine is calibrated, every bucket needed can be measured and these values stored with an appropriate name in the bucket library. The system then detects which bucket is being used after being swapped.
“It results in faster, more efficient use of plant, shorter working cycles, reduced rehandling of material, no unnecessary over-digging, decreased fuel costs and reduces the impact on the environment,” claimed Infomap.
“The system also cuts surveying and setting out costs and requires less staff to be present within the vicinity of working plant, which also improves workplace safety.”
