Roots Arabia turns things around for Case in KSA

Read The Long Game in the August 2015 Issue of Middle East Machinery, an interview with Franco Invernizzi, Director of CNH Industrial Construction for Africa and Middle East about how things turned around in KSA following the partnership with Roots Arabia in 2012.

The appointment of Roots helped the Case brand “change gear” in KSA says Invernizzi. “Saudi is our success story. We struggled a lot in the past with different dealers, different partners, never found the right way to bring back Case. Roots is a powerful group, backed by an even more powerful holding company. They showed a very big and good commitment in the brand. They made a lot of investment and now are running three branches, Dammam, Riyadh and Jeddah, as well as outlets around the country.” The team in place in Saudi now is one of the best for Case dealers all over the region, and also in the bigger EMEA region.”

With a solid dealer network in place Case plans to launch new machines specifically tailored to the requirements of users in the Middle East and Africa. The most notable is the 570T backhoe loader (TLB), a machine which is not a replacement for the current model – the 580T but rather a complementary offering, designed to cover the value segment of the market. Very competitively priced for a growing segment of contractors looking to enter the market, 580T will be the second new launch after the successful launch of the 11t single drum roller the 1107 DX in KSA in 2015.

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