Gulf Construction Online - New Holland makes strong Oman foray

Italy & the Middle East

New Holland equipment ... on display at the ceremony.

New Holland makes strong Oman foray

01 December 2007

One of the top three heavy construction equipment manufacturers in the world – which boasts a full line production – is taking giant strides in the region to further consolidate its position in the global market.

Italy-headquartered New Holland Construction Equipment has recently tied up with International Equipment and Construction Company (IECC), part of the Suhail Bahwan Group (SBG), to represent the company in Oman, having already established a presence in Bahrain, the UAE, Iran, Jordan, Kuwait, Lebanon, Qatar, Syria, Yemen and Saudi Arabia.
The formal announcement of the appointment of IECC as the exclusive distributor of New Holland in Oman was made last month when the company inaugurated its exclusive showroom and after-sales outlet – built at a cost of $10 million – at Al Maawaleh in Muscat.
The announcement was made by Franco Fenoglio, president and CEO of New Holland Construction Equipment, who specially flew in for the event, and Shaikh Ahmed Suhail Bahwan, chairman of IECC. Also present on the occasion were Fabrizio Cepolina, senior marketing manager, New Holland Middle East and Africa, K S Kumar, managing director of IECC, John Boyd, regional business development manager of New Holland and Y V S Prasad, business head of IECC.
New Holland, the flagship company of the Fiat Group, will offer its full line of 13 product families, 80 base models and over 600 configurations in Oman.
“We are confident that our joint resources of high performing and competitive products together with a highly committed partner with its strong distribution network will be the key success factor for our mutual growth in this region,” said Fenoglio.
“This is a powerful partnership between IECC and New Holland. While the IECC represents one of the most dynamic and diversified group of companies in the Sultanate, the New Holland is a global player with a strong Middle East presence,” stated Kumar.
The Middle East represents one of the fastest growing markets for New Holland. Operations in this region accounted for 14 per cent of New Holland’s global sales this year and is projected to grow by another four per cent in the coming year, Fenoglio disclosed. The heavy construction equipment market in the Middle East grew by 30 per cent last year and is expected to touch 35 per cent growth by the end of the year.
New Holland, which started operations in 1895, has years of experience offering sophisticated solutions to its customers. Thanks to the experience of its foundation heritage brands, New Holland can boast of its quality products as being technologically state-of-the-art, fully compliant with safety standards and environmental regulations.
Fenoglio clearly pointed out the importance of tying up with the right dealer having a wide distribution network. “We encourage independent and specialised dealers who would invest to improve New Holland.”
Senior marketing manager, New Holland Middle East and Africa, Fabrizio Cepolina disclosed that New Holland has recorded growth exceeding the construction equipment market growth around the world. In Oman, New Holland expects to have a 12 to 15 per cent market share in the next two to three years. The Sultanate can currently boast a growth of over 50 per cent in heavy construction equipment with numerous new projects being launched in various segments.
Kumar is confident that New Holland will be a strong contender in the construction sector particularly in the backhoe, excavator and skid steer loader segments.
To ensure continuity and stability to its customers, New Holland lays a lot of importance on after-sales service and availability of spare parts. This will be ensured through the Maawaleh showroom that will provide 24 hours service, seven days a week. It will be supported by a full range of equipped service vans and heavy investment in technicians and personnel training. IECC also has plans to expand its operations in Salalah and Sohar by modifying the existing facilities to accommodate New Holland, Kumar disclosed. The company will also provide operational training to the clients, as and when required. He also stated the company would look into renting equipment as well.
New Holland is a world leader in light construction equipment and retains a leading position in the heavy equipment business. It offers the full range of construction equipment from its 10 manufacturing facilities worldwide and has 700 dealers and 1,800 outlets worldwide, bringing years of experience and world-class proven and performing products.
The range includes 27 crawler excavator models, including minis; nine wheeled excavators, and 13 wheel loaders including compacts with all-round operator visibility. Part of the new offering are four crawler dozers, five grade and six skid-steer loader models, three telescopic handler models from 5 to 17 m and four backhoe loader models.
“Although the company is built on rock-solid foundations based on the 235 years of combined history and experience of Fiat, Kobelco, O&K, New Holland Construction and Fiat Allis, New Holland remains young at heart,” says a spokesman for the firm.
“Our continuous focus on innovation is demonstrated by the renewal of 100 per cent of all products by 2010 and by the expansion of our key product lines to offer our customers even more choice,” he adds.
As part of the Fiat Group, the company benefits from the backup resources of a powerful group.
“New Holland is a global player in the construction equipment industry, but with a unique quality: a brand that already has the highest global reputation for performance and service support. Our deep roots, proven products and outstanding dealer support define who we are and what our customers want us to be – a strong, global, full-line brand. Productivity, durability and safety is what we promise and what we deliver,” he concludes.