Case Construction has revealed tentative plans to introduce its full range of compaction machinery to the GCC during 2016.
The news follows the Middle East launch of the Case 1107DX vibratory compactor at the beginning of this year.
The US-headquartered brand contends that following the regional roll-out, it will be able to offer the full-range of construction equipment to the Gulf’s contractors.
“There is only one gap in our GCC product offering, and this is within the compaction segment,” explained Bassem Al-Bermawy, regional marketing manager for Case’s parent group, CNH Industrial.
“I’m pleased to say that we are in the process of filling this gap. At the beginning of [2015], we launched a 12-tonne model in the Middle East: the Case 1107DX vibratory compactor. We are now looking into the possibility of bringing our other compactors to the region,” he revealed.
Despite Case’s eagerness to cement its position as a full-line manufacturer in the Middle East, Al-Bermawy emphasised that it is not willing to rush the transition. The brand is adopting a measured approach so as to ensure that the products that do ultimately arrive in the market are the best possible variants.
“By the end of 2015, we will have assessed the size of the sector and where demand is coming from,” said Al-Bermawi.
“Essentially, this is a one-year strategic study that will enable us to bring the most suitable machines to the GCC. We cannot afford to rusk. We must take time to identify the most appropriate target segments, and configure our machines accordingly.
“We can see that there is significant demand in the market for compaction equipment, but we still need to conduct in-depth research to ensure longer-term success,” he concluded.
For our in-depth exploration of the Gulf’s road machinery sector, including additional perspectives from Bin Omran and FAMCO, check out the May 2015 issue of PMV Middle East.
