Case Construction plans to develop entry-level options within each of its equipment lines.
The news comes less than one year after the launch of the 570T, a backhoe loader designed for small- and medium-sized enterprises (SMEs) operating in the Middle East and Africa (MEA) region.
Franco Invernizzi, Case’s senior director for sales in MEA, told PMV that he anticipates it will take upwards of three years to develop the full entry-level line-up.
“We want to apply the same strategy that we have employed for the 570T across our full product range,” he revealed.
“We want to cover the entire market; to offer products for the entry-level outfits as well as the premium customers,” he added.
Invernizzi was keen to point out that ‘entry-level’ does not equate to a product of inferior quality. Moreover, he emphasised that customers will continue to receive the high levels of service to which they have become accustomed, regardless of the products they choose to buy.
“We could talk endlessly about what ‘premium’ means,” said Invernizzi. “For me, premium is not only about the machine itself. That’s a given. It’s also about the service, the spare parts availability, and the people with whom you deal. Case guarantees that it will continue to provide the same level of aftersales support that it always has.
“It’s not going to be easy to expand the entry-level strategy across our entire range. You know how much time it takes to develop new products; we’re not talking months. It’s going to take years, especially when yu consider the larger lines, like excavators and wheel loaders.
“Nevertheless, we have a plan. We anticipate that it will take at least three years to produce all of these offerings – an entry-level and premium model for each line. In the beginning, we will work on the smaller products. We will then move on to the heavier machines,” he concluded.
For the full-length interview with Invernizzi, check out the June 2015 issue of PMV Middle East.
