Construction Machinery Show review
This year’s event in Dammam was the best yet, with demonstrations helping to drive sales at the stands and much more to follow up
Doosan excavators dancing in Dammam
One of the strangest news stories to come the way of the CMME team in February was from a US-based company that used the Construction Machinery Show as a way of promoting its auctions as an alternative way to buy equipment. Opportunistic it may have been, but it was an indication of how far the Saudi show has come in just a couple of years. They even had the grace to call the show as: “The place to be.”
The Construction Machinery Show has been able to claim that it is the largest dedicated event for heavy machinery and construction equipment in the GCC region for some time, but this year saw a step-up in terms of the spectacle for visitors and sales for the exhibitors.
The move to the Dhahran International Exhibition Center in Dammam opened up the possibility of featuring a full demonstration programme and those that participated did not disappoint.
Visitors to the show were able to witness an array of excavators, wheel loaders, concrete pumps, skid steers as well as earth moving equipment in action for the first time in the region. These included some big name manufacturers such as Doosan with its synchronised display, Liugong with its Tron-inspired liveries and Bobcat with its compact gymnastics across the 15,000 sqm of dedicated demonstration areas. The Mayor of the Eastern Province, His Excellency Eng. Fahad bin Mohammed Al-Jubeir, opened this year’s event. Roots Group’s Abdulaziz Felemban, said that he was impressed that diginitries were familiar with the Case and Jungeheinrich dealer’s progress in the Kingdom.
“The show was perfect from awareness point of view as we proved our presence in the Western Region through our large showroom, service centre, mobile workshops and our professional representatives. We explained RGA’s capability of covering the construction industry with all of it’s needs,” said Roots’ brand manager.
According to Felemban, Roots Group’s 1,000sqm stand was visited by 120 difference to companies. He expects 50 units “will be moved”.
“Attendance was good specially during week days and towards the end of the exhibition. The machines that the visitors were most interested in order were wheel loaders, skid steers, backhoes and excavators.”
While CMME has documented the problems shows in the region face in capturing the same buzz you might expect at Bauma or this month’s ConExpo, the Construction Machinery Show is one of the few where visitors turn up interested in buying equipment.
Saudi dealer Al-Qahtani & Sons said that it sold 60 units during the week (this had risen to 70 just before CMME went to press). Managing director Khaled El Shatoury said that due to a successful event he was going to sign up for next year’s Construction Machinery Show.
“100 more units are under discussion. Because of that, we have booked our location for next year’s exhibition,” he said.
Al-Qahtani is the dealer for Terex, Genie, Boge, Atmos as well as Chinese brand LiuGong’s heavy equipment.
During the exhibition, the new LiuGong ME president, Benjamin Zhu said that he appreciated how the senior management at Al Qahtani group had: “given lots of attention on LiuGong business. Sheikh Salah, the vice chairman of Al Qahtani group, was in the exhibition by himself to support the team and meet with customers.”
Zhu said he had been impressed by the development of the Saudi market. Through the meetings with the customers, Zhu expects the Saudi market to be stable and will continue to be a major market. He added that LiuGong “will keep its promise in this market, to give more focus and more attendance, to the partners, customers and friends in this market.”
LiuGong has been in Saudi market since 2005, and together with its strategic partner, Al Qahtani, has become a strong brand in the market.
“LiuGong has machines working in Saudi Aramco projects and government projects with good supports from the local partner, Al Qahtani,” said Zhu. “There are more than 2,000 units of LiuGong machines working across the Kingdom. LiuGong’s going to be one of the biggest construction equipment brands in this market and the LiuGong and Al Qahtani teams will keep offering the best machines and package solutions to all our customers.”
Ahmed Alkooheji of Saudi Diesel described this year as finally delivering the show Saudi deserves.
“We have been trying to get an exhibition running in the Kingdom for many years and we have not been succesful. From four years ago, we have seen a vision in this exhibition and this year our vision was achieved,” he said. “I saw an increase in our sales immediately. We wanted quality traffic and we saw equipment and company owners, and we were able to communicate some promotions. Our principles Doosan and Everdigm really enjoyed themselves. We anticipate the upcoming years to be even better.”
