UAE-headquartered equipment supplier CMC has officially opened a new showroom and Competence Development Centre (CDC) in Dubai.
The facilities have been built as part of CMC’s ongoing strategy to transform itself from a generalist to a specialist company. General manager Joe Lahoud told CW that the facilities were a reflection of the firm’s overarching philosophy.
“The new showroom and CDC fit with the image of the company,” he explained. “CMC provides high-quality products, and it needs facilities to match. We are committed to differentiating ourselves through both the brands and the services that we offer.”
The launch of the new showroom and CDC was attended by dozens of CMC’s key customers. Senior figures from the firm’s represented brands, which include Terex, Schwing, and Wacker Neuson, were also in attendance. In addition to the new facilities, Lahoud and his colleagues took the opportunity to showcase the breadth of the CMC range, with everything from compact excavators to concrete pumps on display.
“Our guests have actually been surprised to see that we have so many products,” said Lahoud. “Customers don’t always grasp the diversity of the equipment that CMC offers. They might remember us for one or two brands, but actually we have more than 12 partners with big ranges of equipment. We also have new partners. For example, we started working with Rockwheel just three months ago.”
Rockwheel managing director Robert Piasecki had flown from Germany to the UAE to attend the official opening of the new CMC facilities. As he explained, CMC came highly recommended by one of its long-standing brands.
“I worked at Terex for 17 years before joining Rockwheel,” Piasecki told CW. “My former Terex colleagues recommended CMC as the company to be with. Previously, Rockwheel had a different partner in the UAE, but we teamed up with CMC to increase the company’s presence in this region.”
In addition to the showroom and products on display, CMC also allowed visitors to take a look at the CDC. This facility, which is situated towards the rear of the Rashidiya site, will be used to educate the workforce’s knowledge of specific products and divisions.
“There’s no HR department without learning and development,” said Tamara Dakessain, HR manager at CMC. “Competence development is essential within any company. We created the CDC in order to hone the skills of our staff.”
Speaking towards the end of the busy launch event, Lahoud told CW that the high turnout had been an affirmation of CMC’s customer-focused approach.
“Lots of customers travelled from Abu Dhabi, from Ajman, and from Ras Al Khaimah, which shows that we have really a good network,” he said. “Today, many customers showed up. These are all VIPs, so it’s a reflection of the relationship that CMC enjoys with the market.”
