CMC boss says PMV dealers must be ready to adapt

Joe Lahoud, CMC GM, says the ability to adapt is the key to survival

Joe Lahoud, CMC GM.
Joe Lahoud, CMC GM.

These are certainly exciting times for UAE-headquartered equipment supplier CMC. In addition to opening new sales and staff development facilities in Dubai, the company is making fresh inroads in the burgeoning Iraqi market. However, as general manager Joe Lahoud told PMV, achieving this situation has been no mean feat.

“In the past, CMC operated primarily in the construction sector,” he explained. “Inevitably, therefore, when the crisis hit the construction market, the company suffered.”

Lahoud was drafted into CMC in 2010 with a clear mandate from his chairman: to enact change.

“When I arrived, CMC had a very flat structure,” he said. “Today, we employ a divisional matrix system whereby different products fall under specific divisions. Each of these groups has its own dedicated sales team and divisional head. Our products are not simple, so we need people with specialised knowledge to serve our customers.”

CMC represents a broad range of brands, including Schwing, Wacker Neuson, and Terex. Since his arrival, Lahoud has taken it upon himself to simultaneously hone and diversify the company’s product portfolio.

“In less than four years, my colleagues and I have transformed CMC from a generalist company into a specialist outfit,” he told PMV. “We eliminated a lot of products early on, moving from 23 brands to seven. Essentially, I focused on core brands that suited the company. From there, I was able diversify the business by adding new, complementary brands.

“My goal was to build a company that could survive in any market,” Lahoud concluded. “Today, CMC is not solely dependent on the construction sector. If one area of the market is down, we have other divisions that can compensate.”

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