With the pace of construction and infrastructure activities picking up in the region, the Middle East’s MEWP access equipment sector has not been left behind either.
Mobile elevated work platform, or MEWP as it is more popularly known, is a class of equipment that distinguishes itself from most other equipment categories by being vital not only for the construction process of a structure itself, but also remaining equally important thereafter for maintenance and repair tasks. As such, their sales rise not only during a construction boom, but they are also equally important in construction downturns, when what has already been built needs to be maintained.
At the present moment though, the flurry of construction activity in the region is boding very well for MEWPs and access equipment. This is brought home by the fact that some global access equipment makers that were not very active in the Middle East market have chosen this time to double down on their involvement in the region, for example, Sinoboom and LGMG, two of the biggest names in access equipment from China. Equally active are established access brands such as JLG, the pioneer when it comes to the access and MEWP sector.
While Sinoboom officially opened its Middle East subsidiary this year, its compatriot LGMG has seen a very busy period in the last 18 months in the region. Antony Chalissery, Regional Sales Manager – Middle East, for MEWPs at LGMG, says that equipment from the LGMG brand has been present in the Middle East for many years now and the company attaches great importance to this market, as its products are popular here. This is what has led LGMG to redouble its efforts in the Middle East with a renewed focus over the last 18 months. And the results are already showing.
Quick expansion in regional MEWP sector
“Within 12 months, we managed to establish dealerships in all major territories in the region and we are still in the process of expanding them. At the same time, we also focus on developing Key Account customers. In some countries, we managed to get more than 20% of market share in the first year itself. It is quite commendable for a new brand in this region,” Chalissery says.
“Recently, we have also bagged a very big deal with a major rental company in the Middle East and the first batch of machines are due in June,” he adds.
Describing the LGMG equipment available in the Middle East, Chalissery says the company offers a full range of products for this region.
Some of the highlights include scissor lifts from 4-20 metre platform heights with load capacities ranging from 200 to 1,100kg at full height, and telescopic booms from 20-38 metre platform heights with dual capacity of 300/454kg.
“We also have a very good range of articulated booms, starting from 9-24 metres platform heights. Another interesting factor is that we provide different power options for all the products and most of our machines do have integrated solid axles and full-time floating axles, which provide excellent rough terrain capability. With a clear outlook towards sustainability, we also focus on machines powered by Lithium-Ion batteries and almost all the models we make have Li-Ion options available,” he says.
“And now LGMG is also developing its telehandler segment rapidly, and has launched a number of models into the market, such as the H1840, H625, etc. These have already received a certain customer accumulation and good market feedback.”
The best-seller models in the LGMG range in the Middle East, however, are the AR20J and T26JH, he reveals.
“Looking at the sales figures, these are the most bought models by customers and are the most sought after sizes in the market among all manufacturers.”
Speaking about the company’s plans in the Middle East, Chalissery says: “LGMG clearly sees a bright future in the region. Our target markets are Saudi Arabia, Qatar and the UAE. We are doing very well in some African countries, too, and are in the process of setting up few dealerships in Africa. The rental market in the GCC countries will continue to ask for bigger booms – the 20-28 metre in bulk, followed by booms taller than 32 metres – and the end-user market will go for smaller models.”
He adds that LGMG’s motto is to sell its machines for their quality and features, while keeping the price levels “competent enough”.
“Our products boast industry leading features, and many options that are generally provided at a cost come standard on our machines. We have one of the latest and most advanced factories in the MEWP industry, and hence we are able to adapt and adopt all the latest technologies in our production system, which ensures product quality,” Chalissery says.
JLG extends connectivity
Product quality is also the focus at JLG, easily among the market leaders, both globally and in the Middle East. The company with perhaps the most illustrious and prestigious history in the world of MEWPs and access equipment, JLG’s performance has been steadily at a very high level in the Middle East markets.
With perhaps the widest and most recognised range of MEWP models that come with a variety of power options – from diesel to electric, and manually powered low-level access units – JLG is also concentrating on digitalisation and improving safety.
Among its recent steps has been the introduction of its ClearSky Smart Fleet connectivity as standard fitting on most new equipment. According to JLG, ClearSky Smart Fleet is a breakthrough IoT (Internet of Things) technology that offers 25 unique features, including analysers, telematics and productivity applications, into a single connectivity beacon on JLG machines for seamless back-and-forth interaction through a comprehensive ClearSky mobile app, a user-friendly web portal or an advanced API.
Owners and operators of JLG MEWPs can send a prompt to the beacon to identify a machine’s status or perform diagnostics wirelessly through the mobile app.
Ara Eckel, director of product management for JLG’s connected solutions, explains: “ClearSky Smart Fleet is a bold, new frontier in fleet connectivity. It’s a true, two-way fleet management and communication platform that turns yesterday’s one-way data transmission into two-way interactivity that gets JLG equipment fleets talking like never before.”
According to Eckel, ClearSky Smart Fleet is more than yet another singular piece of software. It is built as a robust, constantly evolving IoT platform capable of delivering new functionality, new insights and new ways to run more efficient, cost-effective operations.
In terms of sales in the Middle East’s MEWPs sector, JLG saw big success late last year when Saudi Arabia’s NEOM Media purchased 16 of its battery electric platforms in an order that comprised four 60ft EC600SJ telescopic boom lifts, four 26-metre X26JP spider lifts, four 40ft ERT4069 compact Rough Terrain scissor lifts and four 45ft E450AJ articulated boom lifts.
The units are for use at Neom’s locations in Sharma Village on the Red Sea and Bajdah Desert Studios in Tabuk province in Saudi’s North West. Together they make up the largest sound stages and film production support facilities in the country and the region. The units were sold and delivered by JLG’s distributor for Saudi Arabia, Cat rental store – Ejar.
The lifts are NEOM Media’s first aerial work platforms and the deal also included maintenance contracts, and training for operators and service engineers. In a testament to the JLG brand, NEOM said it selected JLG because of its quality and reputation.