CASE has its eyes on the Middle East

CASE recently held its first Eagle Days in Dubai.

Following the success of its prominent Eagle Days events held in Tunisia and South Africa, CASE Construction Equipment recently had another one in Dubai, the first one to be held in the Middle East.

Held at the Jebel Ali Golf Resort and Shooting Club in Dubai, the three-day event took place from 20 to 22 November. The CASE Eagle Days is designed to provide product and commercial training for sales professionals, together with offering customers the opportunity to see first-hand the performance of CASE machines in action.

In Dubai, CASE also took the opportunity to introduce both salesmen and customers to the new parts facility in the region, which will increase service levels and reduce downtime to help CASE customers maintain high levels of productivity.

The two-day training organised by the CASE Commercial Training Team was attended by almost 50 salesmen from 10 countries, including eight from the Middle East and two from Africa. 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 Oman, Qatar, Palestine, Saudi Arabia, Iraq, Lebanon and Ethiopia. There was a live machinery show plus product demonstrations from expert CASE operators on a wide range of equipment. On show were crawler excavators, motor graders, wheel loaders, backhoe loaders and skid steer loaders at work. The CASE Commercial Training Team, including product specialists, were on hand to advise on the best machine for each application.

CASE also used the event to launch a new grader which became the star of the day. This machine is said to perfectly suit local needs. “Once again we have had a great response to our Eagle Days event,” said Franco Invernizzi, senior business director CNH Industrial Construction Equipment for Africa and Middle East.

“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.”



Franco Invernizzi, senior business director CNH Industrial Construction Equipment for Africa and Middle East.

New parts facility

CASE believes the quality of the machines, the parts and the logistics are the three key elements to provide the complete customer satisfaction. For this reason Parts and Service continues to invest in logistics, enhancing and improving existing spare parts warehouses and creating new ones.

The most recent example is the opening of the Dubai depot with the mission to focus on Middle East needs, stocking relevant parts and improving delivery time. With the capacity to hold more than 350 000 part numbers it will be able to efficiently cover demand for the entire region. The new depot joins the eight others already present in the EMEA region and includes 335 000 m² of storage space and 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 of Dealer Parts Support Services EMEA. “Now we are able to supply our customers with parts within a couple of hours. With this new depot in Dubai we and our CASE network will increase customer satisfaction and loyalty.”

Equipment Africa says: Opening the regional parts distribution centre in Jebel Ali was a long-felt need and is a most welcome step as it will strengthen confidence in the CASE CE brand with the assurance of parts availability. The Middle East is a key construction hotspot and such investments are a strong indication that CASE is committed to supporting its machines working in the region. 


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