Case machinery hosts ‘Eagle Days’ outreach event in Dubai

Firm also shows off new grader and announces opening of dedicated parts facility for region


Construction machinery giant Case showed off its range of equipment to customers and provided product and commercial training for its sales professionals in a three-day event in Dubai recently.

Held at the Jebel Ali Golf Resort and Shooting Club, the event, named Eagle Days, was designed to offer Case’s partners the opportunity to learn about company’s products and to see first-hand the outstanding performance of Case machines in action, the company said.

Eagle Days is Case’s traditonal outreach event for customers and dealers and is held internationally in all markets where the machinery giant is present. The company has already successfuly held the event in South Africa, Tunisia and Qatar in the EMEA region before the Dubai edition.

With guests from 10 different countries attending the event, Case said it also took the opportunity to introduce both its salesmen and customers to its new parts facility in the region, which is designed to increase service levels and reduce downtime for customers.

The training sessions on the first two days, organised by the Cace Commercial Training Team, was attended by almost 50 sales people, including two from Africa and eight from Middle Eastern countries outside the GCC. According to Case, it provided both in-depth product walk-arounds in the demonstration area as well as classroom sessions.

More than 160 customers attended the customer event held on the third day, including a large number from the UAE, as well as from Oman, Qatar, Palestine, Saudi Arabia, Iraq, Lebanon and Ethiopia, said the company.

There was a live machinery show along with product demonstrations from expert Case operators on a wide range of equipment, such as crawler excavators, motor graders, wheel loaders, backhoe loaders and skid steer loaders. The Case Commercial Training Team, including product specialists, were also on hand to advise customers on the best machine for each application.

“Once again we have had a great response to our Eagle Days event,” said Franco Invernizzi, senior business director for Africa and Middle East at CNH Industrial Construction Equipment, Case’s parent company. “The three-day format, including the sales training as preliminary to the main show on the third day, enhances the relationship between salesmen and customers from across the region.”

Thani Al Shirawi, managing director of Al Shirawi Enterprises LLC, Case’s dealer in Dubai, added: “Eagle Days reflects the true spirit of Case Construction Equipment, which is to show and share its practical experience and heritage, and focus on making the ownership experience simple and rewarding.

“Case’s specialist operators and knowledgeable product specialists showed how the product’s design has evolved over the years with the objective of simplifying customers’ lives, and having representatives from the factory, supply chain, dealers and customers together was a valuable experience as it enabled the exchange of ideas and potential solutions for customers.”

The two biggets highlights of the event were the announcement of the opening of the new parts facility in Dubai and the launch of a new Case grader for the region.

Customers were impressed by the grader’s powerful engine, rugged A-frame and moldboard design, industry-leading flip-up rear hood, serviceability and outstanding visibility, all of which enable it to perfectly suits local needs, said Case in a statement.

The Dubai parts facility, meanwhile, holds more than 350,000 part numbers and joins eight others already present in the EMEA region, Case said. It includes 335,000sqm of storage space and will supoply a total of 7.8 million part orders per year via a 24/7 operation.

“Thanks to this new site, delivery times will be slashed by several days,” said Marco Baffoni, director, Dealer Parts Support Services, EMEA. “Now we are able to supply our customers with parts within a couple of hours.”


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