Action Construction Equipment Ltd. (ACE), considered one of the country’s leading material handling and construction equipment manufacturing companies, showcased its versatile range of products. Considered a leader in mobile and tower cranes, the company displayed its latest additions in the segment, 16 XW and F210 model cranes, at the event. However, what was interesting was the strong presence of road and earthmoving equipment at the stall. These products included a motor grader, compactor – soil, well as tandem, backhoe loader and a skid steer loader.
Going into details on this strong focus on road construction equipment, Mr. Manish Mathur, CGM – Marketing & Product Support of the company, said: “As you know pick ‘n carry cranes have been our bread and butter for a long time. But, of late, in the last 1-2 years, we have been focusing on road construction and earthmoving equipment. We are displaying a motor grader, compactors, backhoe loader and skid steer loader. We are also displaying a tower crane, as well as a boom placer, which is a very vital equipment for high rise construction.”
He added: “We want to send out the message at this event that we are not just a mobile crane company but also have a quality range of road construction and earthmoving equipment. The products of the company have been indigenously developed in its R&D center. That’s why we have also hoisted the Indian flag in our stall”.
Highlighting what gives the company its competitive edge, Mr. Mathur stated that ACE wanted to provide world-class technology at an affordable price. “If you want to develop a country, you need to provide people with latest technology, which is safe, user-friendly and at the same time, the price has to be reasonable. The products should also be backed up by good technical support services. This is how the Indian market is. Because ours is a country where they won’t throw away the product after 5 years. It would keep running for 10 years, or why even 20 years. Moreover, initiatives such as the ‘Make in India’ program have had their impact. Construction companies now want to purchase from Indian companies,” Mr. Mathur explained.
The company has its widespread presence in India. Reviewing the same, Mr. Mathur mentioned: “We are operating out of more than 120 locations around India. You can find one of our dealers within 100 km, in the country.”
After carving a niche for itself in cranes, how difficult would it be for the company to communicate to its potential customers the fact that it is now focusing on a wider range of equipment? Replying to this question Mr. Mathur observed that as the largest mobile crane company, for road contractors ACE was no stranger. “All of them know us very well. We have been providing them with cranes for the last so many years. They know our strength in terms of service and spare parts support too.”
Elaborating on that strategy that the company has been promoting such equipment, Mr. Mathur said: “We also have a rental company in our group. If someone wants they can rent the equipment and later on buy the product only if they are fully satisfied with its performance. This way they need not worry about investing the entire amount towards the machine. They can try out the machine for a few months and later on decide.”
Mr. Mathur was optimistic about the construction equipment industry growing by around 30% in 2018, while the growth target for ACE is to double its numbers every year, a target which he felt that the company would achieve without any problem.