Gears up for upswing with focus on customer support
CASE Construction Equipment, a brand of CNH Industrial, recently became the first company to deliver 10,000 vibratory compactors in the Indian market, a feat that reflects the success of its products in the country. With the construction equipment sector looking forward for robust growth in the coming years, CASE India is all set to ride on the growth wave.
We spoke to Mr. Abhijit Gupta, Brand Leader & Managing Director, Case New Holland Construction Equipment India (CASE India), to get to know the company’s Indian operations, its plans to steer ahead and its expectations from the sector until the end of the decade.
Excerpts:
What range of equipment does CASE India offer its customers? What do you consider as your USPs and how do you plan to increase your market share in such a competitive market as ours?
CASE India has maintained a leadership position in the Indian sub-continent riding on extraordinary customer connect and support, with the existing products like skid steer loaders, motor graders, compactors, loaders, backhoes, etc. We develop products to suit the evolving requirements of the Indian customers. The company provides highest quality products and advanced transformative technology that aids in completing a project faster and more profitably. We offer a complete range of skid-steer loaders, backhoe loaders, compactors which are constantly upgraded to fit to the latest CASE machines.
We recently launched the globally-renowned CASE crawler dozers in India with three new models – 1150L, 1650L and 2050M in the 13 T, 18 T and 20 T operating weight range powered with the FPT industrial engine, significant for the roads and mining sector. The FPT industrial engine introduces new features and upgrades that raise the bar on performance, and deliver market leading fuel economy and power. The turbo-charged engine with an air-to-air intercooler features a well-proven multi-injection technology to maximize torque back-up under load. The result is consistent performance, higher pulling capacity and an ability to work with high torque at lower engine rpm reducing long-term engine wear. The 2050M also features automatic blade functions, further increasing the operator’s efficiency. Easy service and maintenance is achieved through easy access ground level service check points.
The cab can be tilted to provide full access to all main powertrain components. CASE dozers are available with XLT tracks to deliver excellent drawbar pull force and perfect dozer accuracy. CASE dozers feature CASE Lubricated Track, which is sealed and lubricated with an oil reservoir in each pin, providing outstanding durability.
The newly-upgraded Vibratory Soil Compactor CASE 1107EX ensures powerful, fuel-efficient performance. It features a new FPT Industrial S8000 3.9 litre engine that delivers 100 hp at 2200 rpm and torque of 435 Nm at 1300 rpm. The turbo after cooled engine with internal Exhaust Gas Recirculation ensures best-in-class fuel economy. The more than 2 million S8000 engines at work across the world are testament to the reliability of this proven power plant. The maximum applied force in the range of 34 tonnes is among the best in the industry. The hydrostatic variable speed control ensures the CASE 1107EX travels at the perfect speed for every type of soil, resulting in a uniform compaction. This high productivity comes with high reliability and serviceability. The operator station provides excellent comfort and safety. The outstanding all round visibility, together with the 90-degree rotating seat, makes it easy for the operator to control the rear wheel and front drum, operating productively and safely.
CASE loader backhoes are re-engineered from the ground up to deliver industry-leading backhoe breakout force, greater loader lift capacity/reach and best-in-class cab visibility.
We have also introduced Eagle Eye Telematic Systems, a real time vehicle tracking and communication system based on GPS. This will enable the operators to monitor and trace geographical locations of all CASE equipment. Additionally, this system will also provide an update on the use of the machine, fuel levels and the total number of hours the machine was in operation along with its temperature. CASE India sells and supports a full line of construction equipment across the globe with world-class equipment and aftermarket support, industry-leading warranties and flexible financing.
Could you talk about the manufacturing and quality delivery capabilities of your company?
CASE India is known for its quality products, innovative technology and customer service in India. The company has an extensive network of around 70 dealers with over 300 touch-points across the country. With worldwide investment in Research & Development to the tune of Rs. 7,113 crores, CASE has been showing a similar intent in its India operations as well. Since April 2011, when CASE acquired a 100% stake in its erstwhile joint venture company, an investment in excess of $50 M has flown into the Indian operations.
CASE India also launched EX, the product portfolio enhancement it has introduced to the Indian market Skid Steer Loaders and Motor Graders. The company upgraded their bestselling Asphalt Compactor, Series loader backhoes powered by FIAT FPT S8000 series engine and a brand new 1107 DX Soil compactor in India.
Across its 12 brands, 64 manufacturing plants, 50 research and development centers and a workforce of more than 64,000 people, CNH Industrial is present in 190 countries, giving it a unique competitive position. CASE India has consistently remained a market leader in the Vibratory Compactor segment and the only company to have sold over 10000 units in India. With more than 22,000 Loader Backhoes and 150 Motor Graders sold in the country, CASE India is a Top Tier player in these product segments. The company believes in the long-term growth potential of the Indian infrastructure sector and consequently a huge opportunity in the construction equipment segment. It has plans to further enhance the product offering and the dealership network to serve the customers at the best possible levels.
Given the importance of the right man-machine combination in achieving overall productivity, what is CASE India’s focus on driver skillsets, training, operating cabin ergonomics/comfort, etc.?
The construction industry is on an upward growth and witnessing significant technological advancements in the use of construction equipment. The industry has been investing heavily in technology adaptation and providing state-of-the-art machinery. CASE Construction, a global leader in technology, is known for its quality products, innovative technology and customer service in India. The company believes that productivity is achieved not by machine alone but also by the operator skills. To keep the operators and customers up to date with the latest practices and techniques, CASE India has dedicated training centers organizing training programs all-round the year. To enable easy access for customers to dealers and after-sales services, the company has an extensive network of around 70 dealers with nearly 300 touch-points spanning the length and breadth of the country to support the products with spares and service even in remote locations.
CASE India offers product support throughout CASE Centres providing spare parts, manuals and technical support to minimize downtime and maintain production schedules. All spareparts can be ordered from the CASE dealers. They are stocked at the CASE central parts warehouse across India. Through the CASE India customer care centres and dealers, the customers have access to world-class equipment and aftermarket support along with industry-leading warranties and flexible financing. Any machine that is rolled out first undergoes a series of tests under extreme conditions to ensure maximum performance, efficiency and customer satisfaction.
For e.g., the EX series engine has been tested in extreme weather conditions. The machine is being operated successfully even in the coldest weather in places like Kashmir or Leh or the hottest regions like Rajasthan in India. The machine is even exported to all countries like Russia, Europe, etc., across the globe.
How do you see the market evolve over the next three to four years? Could you also throw some light on your export plans and vision for 2020?
Sentiments are becoming even more positive as time passes by. The long-term outlook for the Indian market is very promising with huge potential. We expect significant growth and are positive in terms of increase in volume for the next year. Hence, we are bringing new products because we are seeing new opportunities to cater to the demand of customers who are becoming more deserving and demanding.
The Indian customer is becoming increasingly discerning and demands products with higher efficiency and performance, especially in applications where the project needs to be delivered within a certain timeframe. We have a complete family of construction equipment products. And, with the market evolving, we offer our support by using our skills and expertise at their best. With the way we see governance, we are quite confident and optimistic on the growth. In the coming years we shall reap the benefit and customers should take the advantage.