OEMs and dealers use INTERMAT as springboard

What did exhibitors gain from INTERMAT Middle East 2014?

ANALYSIS, PMV, Intermat, INTERMAT 2014, OEM

INTERMAT Middle East exhibitors talk to PMV about their reasons for exhibiting at the third instalment of the trade show

For three days in January, the third instalment of INTERMAT Middle East took over Abu Dhabi National Exhibition Centre.

Construction equipment manufacturers and distributors from across the globe made the journey to the UAE to meet new contacts and stimulate their business prospects in the region.

Perhaps most striking was the fact that everybody seemed to have their own unique reasons for attending the event. Some were looking to do business, others to court potential partners, whilst many simply wanted to increase brand awareness in the Middle East.

PMV took to the floor on the second day of the show to ask some of the biggest players in town what they hoped to gain from INTERMAT 2014.

Powerscreen seeks KSA partner
Conor Hegarty sits down with PMV to explain why INTERMAT Middle East 2014 provided the ideal networking event for Powerscreen, as the manufacturer searches for new partners in the MENA region

Powerscreen was on the hunt for regional partners at INTERMAT Middle East 2014. The UK-based manufacturer of crushers, washers and screens is looking to fill the remaining gaps in its MENA distribution network. However, the firm is paying particularly close attention to the Saudi Arabian market.

“We made the decision to exhibit because of our ongoing focus on the Middle East and North African regions,” said regional sales manager Conor Hegarty.

“We see this as a huge area for growth. Powerscreen has already established a presence in some parts of the Middle East. For example, we have successful distribution channels in Oman, Qatar, and the UAE.

Looking at North Africa, we have a strong presence in Algeria. In order to achieve our growth goals, we’re now focusing on regions such as Saudi Arabia, Egypt, Iraq, and some of the peripheral countries like Kuwait and Bahrain.”

Hegarty told PMV that he and his colleagues on Powerscreen’s INTERMAT stand had picked up some promising leads in terms of their key target market.

“2013 was a good year for Powerscreen in the Middle East, but the region remains somewhat of a mixed bag in terms of where we’re represented,” he explained.

“We still want to tap what we see as the biggest market for growth – Saudi Arabia. This is where Powerscreen is looking to secure strong partners, and we’ve already made good progress in this respect.”

Hegarty was more than confident that Powerscreen would secure a deal with the right partner.
“It will certainly happen before the end of the year,” he said.

“Every time you look at the trade press in this region, you read about the various projects that have been announced in KSA. The scale of government spending that is going to take place is huge.

Coupled to this, in terms of quarrying and mining equipment, the mobile track concept has yet to take hold in KSA. When it does, the opportunities for companies like Powerscreen are going to be massive.”

Bobcat launches new T40180 telehandler
Gaby Rhayem tells PMV why Bobcat decided to use INTERMAT Middle East 2014 as a platform for the global launch of its brand new T40180 telehandler

Bobcat launched its brand new T40180 telescopic handler at INTERMAT Middle East. The first unit to leave the factory was showcased on the stand of Kanoo Machinery: the compact equipment manufacturer’s authorised UAE dealer.

Bobcat, which forms part of the Doosan Infracore family, chose to launch the new telehandler at INTERMAT Middle East because of the audience-related benefits offered by the event.

“We could have arranged a separate launch for the T40180, but we decided to use INTERMAT Middle East as a launch pad instead,” said Gaby Rhayem, Doosan Infracore’s regional director in the Middle East and Africa. “This made most sense because it enables us to present the machine to our partners, customers, and show attendees.”

The range-topping T40180 telehandler has been designed predominantly for applications within the construction sector. The improved specifications of the machine have been welcomed by Bobcat’s partners in the Middle East, according to Rhayem.

“Our dealers are very happy with the T40180 because they now have a machine that can deliver a higher capacity and an improved lift height to customers,” he said.

“Every machine launched by Bobcat includes a broad array of new features, and this telehandler is no exception. The designers have made a number of technical and operational improvements, such as a joystick that incorporates the reverse function for ease of use, and a new side-shift system that allows the machine to be moved 700mm in either direction, even when its stabilisers are engaged.”

The INTERMAT Middle East 2014 product launch forms part of Bobcat’s wider campaign to spread brand awareness and increase its market share, both in the Middle East and on the international stage.

GENAVCO goes all out
GENAVCO delivered a trade show master class at the third instalment of INTERMAT Middle East. Not content with securing one of the largest outdoor stands in a prime location, the UAE distributor packed its allotted space with a host of eye-catching machinery from the brands it represents.

However, this wasn’t just a showcasing exercise; GENAVCO also took along a ten-strong team to engage with attendees and identify products to suit their requirements. As marketing manager Basim Amer explained, the show offered the ideal platform for GENAVCO to reach out to its target market, and to showcase a diverse selection of its associated brands.

“This isn’t the first time we’ve exhibited at INTERMAT,” he told PMV. “This year, we have brought along a selection of heavy equipment with applications in the fields of construction and infrastructure.

We are showcasing machinery from Vögele and Hamm; both part of Germany’s Wirtgen Group. We are also displaying CompAir air compressors, Isuzu trucks and pickups, Shantui construction equipment, and JLG access platforms.”

GENAVCO is hoping to take advantage of the UAE’s resurgent construction market, and appearances at trade shows such as INTERMAT Middle East form an important part of the company’s strategy for growth.

“The INTERMAT exhibition does a good job covering the field of construction machinery,” explained Amer.

“As such, it is important for GENAVCO to be part of the show. By engaging with potential customers and displaying the different brands that we represent, we are able to provide business solutions to the UAE market. This will help us significantly in achieving our company’s vision.”

LiuGong considers joining up its regional operations
Yue Yong explains how LiuGong doubled its year-on-year regional sales during 2013, and discusses a potential joined-up approach for the regions of North Africa, South Africa, and the Middle East

LiuGong is considering the adoption of a joined-up approach for its Middle East and Africa operations. The move would form part of the Chinese manufacturer’s strategy to make fresh inroads into the global construction market.

LiuGong occupied a prime spot at INTERMAT Middle East 2014. The company is looking to build on recent success in the region by using such events to increase brand awareness.

“It is important for LiuGong to push its brand in the international construction market,” said Yue Yong, senior regional manager at LiuGong Machinery in the Middle East.

“We see a promising future in this region and it is important for us to cooperate with potential customers. LiuGong will continue to work closely, both with customers and with its distribution network. It is very helpful, therefore, to have a strong presence at INTERMAT, which is one of the biggest shows in the Middle East.”

The manufacturer has been making impressive progress in the region during recent years. 2013 was a good year for LiuGong in the Middle East, and Yong is hoping to make further gains over the coming months.

“We enjoyed excellent progress in this market last year,” he said. “We exported more than 1,000 units to the region, and our annual sales were in excess of $50m. In fact, compared to 2012, we doubled sales in 2013. Clearly, this is good news, and it represents just part of the group’s overall business. Things are definitely going well for LiuGong in the Middle East.”

In order to capitalise on recent growth, the firm is now looking into the possibility of joining up operations across a huge geographical area.

“We are currently in a period of reorganisation,” Yong revealed. “We are considering a strategy whereby LiuGong would join up its operations in the Middle East, North Africa, and South Africa. We want to open new dealerships across this area with the aim of shipping more units to the region as a whole.”

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