A customer event held by Case Construction and Al-Shirawi Enterprises in the Agility Logistics yard in Abu Dhabi’s Mussafah Industrial Area has hosted a live performance of Case machines.
Strong models include its Case 1021F and 821f wheel loaders for the aggregate sector, the SR150 and SR 130 skid-steer loaders, and the 20-tonne and 37-tonne excavators. Along with back-loaders Case estimates these machines to make up 85% of the market.
The brand is now also hoping to grow motor graders as a fifth line through Al-Shirawi Enterprises, its distributor in the UAE for the last fifteen years. Thani Al Shirawi, executive director, noted: “The market here is a very traditional market – they prefer a brand or two and they will not try a third.”
Al Shirawi emphasised his strong client relationships as a distributor. “We sit with customers and they tell us what they think they will be awarded in the next six months. If they suddenly find out they have to mobilise in one month, we will go to the factory, find a machine on its way to another market and take it.”
The live show demonstrated the efficiency of the machines and the ease of access for servicing.
“Even during the recession, a time when people think twice before they buy, our volumes went down, but our market share did not decrease, so we had our loyal customers that will always buy from us,” said Al Shirawi. “What Case has done is made sure that spec-wise we win, that spec-wise we have a superior product, and in real life we win, and what I’m proud of is customers have not gone back to our competitors.”
