More than 50 Case 570T backhoe loaders have been sold in Saudi Arabia in less than a year.
The entry-level machine, which was introduced to the Middle East and Africa (AME) region in June 2014, has been designed to offer high levels of productivity, versatility, and fast returns on investment.
In conjunction with its authorised KSA dealer, Arabian Roots Group, Case Construction embarked on a comprehensive ‘try before you buy’ campaign in the Kingdom, and says that it is now reaping the rewards.
“The Case 570T has been very well received across the Middle East, but especially in our biggest GCC market, Saudi Arabia,” explained Bassem Al-Bermawy, regional marketing manager for Case’s parent group, CNH Industrial.
“For a number of reasons, our customers have really come to appreciate this machine. Firstly, before we introduced the backhoe to the market, we conducted demonstrations in Saudi Arabia so that end users could get a feel for the model in the field. We put the 570T through some heavy-duty applications, and then we asked our customers to provide feedback.
“The response was brilliant; people saw that the machine was exactly what they wanted. Of course, its competitive price has also helped it to compete in the KSA market since its release, and we are confident that this success will be replicated in other GCC countries,” he explained.
The Case 570T features an FPT Industrial S8000 engine, an S-styled boom, and a heavy-duty front axle that is also available in 4WD. The backhoe loader’s designers say that fuel efficiency was also a priority; the machine is equipped with an air-to-air after-cooler system that optimises air induction to increase efficiency.
In an interview with PMV, Al-Bermawy outlined the two-stage introduction strategy adopted by Case in 2014.
“There are two things that you have to do when launching a machine like the 570T,” he pointed out.
“The first involves research and development; you have to select the most appropriate design and components. Then, and perhaps most crucially, you must put this theory into practice. You must test the machine in a real-world environment to prove that it can meet user requirements.
“Here in the GCC, we had to ensure that the machine could deal with the very high temperatures and harsh working environments. We also needed to demonstrate to customers that it could,” he added.
In the short-term, Case’s two-stage strategy appears to have paid dividends, particularly in Saudi Arabia.
“KSA is the biggest GCC market for construction equipment, with approximately 12,000 machines sold annually,” said Al-Bermawy.
“So far, we have sold more than 50 570T backhoe loaders in the Kingdom,” he concluded.
For the full interview with Al-Bermawy, check out the May 2015 issue of PMV Middle East.
