CASE Equipments Fine-Tuned Products Designed To Solve Real World Challenges. Shalabh Chaturvedi Head-Marketing CASE New Holland Construction Equipments India Pvt Ltd speaks on the new launches and experience at Bauma ConExpo
CASE Construction Equipment is built on the principle that simple is better where the equipments are an evolution of fine-tuned products designed to solve real world challenges. The company’s customer experience begins and ends with support from people at a company with a heritage of strong values and steeped in more than 175 years of knowledge. Shalab Chaturvedi, Head-Marketing, CASE New Holland Construction Equipments says, “You can take pride in the name on your CASE machine. It’s backed by more than a century of productivity and performance. CASE Construction Equipment and your CASE distributor are here for you, not only when you buy the machine, but also after you put 1,000 or 10,000 hours on it. More than that, you can count on CASE and your CASE dealer for the ultimate ownership experience—productive equipment, expert advice, flexible financing, genuine CASE parts and prompt service.”
He further says, “CASE Construction Equipment believes in providing complex and competitive with versatile, productive machines and reliable support so that you can spend time on what matters most—running your business.” To us, Experts for the Real World is more than a slogan—it’s our rallying cry. It’s why customers count on CASE.”
New at Bauma ConExpo
CASE Construction Equipment unveiled its latest product CASE 1110 EX Soil Compactor at the 5th Indian edition of the International Trade Fair, Bauma Conexpo that will be available for the Indian market from 2019 onwards. The CASE 1110 EX is specially designed with operator comfort in mind. With its closed HVAC cabin and a more powerful engine, the compactor is highly suitable for heavier application usage. It is a product that will cater to activities as diverse as urban construction, road building, infrastructure, and mining. The USP of this machine is it has a vertical stabiliser bag, which stabilises the machines even in the challenging conditions such as hilly terrain or google terrain when the ground below is not flat. A centre pavered machine which can be stabilised on the uneven grounds.
Apart from that, there is 770 EX which was pre cube at the Excon, was a concept machines. Launched officially at Bauma ConExpo it has go new features. CASE India offers 770 EX PRO, CASE 770 EX Magnum PRO and 851 EX PRO in its loader backhoe segment to perform some of the most difficult tasks at the job site such as lifting, grabbing objects, dozing, drilling or levelling the ground. CASE 752EX Vibratory Tandem Compactor
The CASE 752EX compared to 770EX PRO is equipped with a fuel-efficient FPT engine that deliver 76 HP at 2200 rpm and torque of 332 Nm at 1300 rpm. This new-generation engine – developed by CNH Industrial subsidiary FPT Industrial, the world-leading manufacturer of engines, transmissions and powertrains – provides outstanding performance, fast response times, and best-in-class fuel economy. The 752EX’s operator compartment features a rotating operator seat and tiltable steering which gives excellent front and rear drum/nozzle visibility, making the drive and compaction process easier and safer. The look of the machine is enhanced by foldable canopy for ease of transportation, new fuel and water tanks and new-sophisticated instrument cluster. The CASE PRO Series Loader Backhoes are powered by an FPT Industrial S8000 engine which delivers powerful performances and fast response time. The Series is re-engineered from the ground-up to deliver industry-leading backhoe breakout force, higher loader lift capacity/reach and best-in-class cab visibility. The new PRO Series Loader Backhoe has a robust, robotically welded two-piece structural frame design, which results in great stability, performance and serviceability. To give the series a muscular look, there is a dual-colour tone, with a mix of Grey on the lower parts of the machine and Power Tan colour on the upper parts. Bigger buckets allow greater load lifting and increase productivity. The series is equipped with a superior working range and reaches deeper than any other loader backhoe. There is a choice of two configurations: a standard dipper dig depth of 4.5 and 4.7 meters, or an extendable dig depth of 5.9 meters. In the spacious cabin, the operator seat and ergonomics have been redesigned to offer better comfort and smooth lever operations. CASE India offers unique advantages of high productivity for lower cost per tonne and low operation and maintenance cost, making it the preferred choice for mining equipment and mining machinery amongst the industry.
Industry Expectation from the Government
Expectations about the policy environment has influenced the demand drivers through road construction and infrastructure development. The year 2018 has been a bumper year for the industry and most of the expectations are meet. Therefore the industry is very happy to sail in this high occur. I think all equipment manufacturers are happy as we all are getting volumes. Last year we grew at a much lower pace, where we were growing at a pace of nearly 40% toward 2016. This year we were expecting growth of 20% because the base was high more than what have expected around 30% across industry segments so it was good.
We operate in general infrastructure and road construction segment and with the dozers, which we launched last year we also entered the mining segment with the dozers and large craters. We remained as a market leader in the road construction segment whereas we are the significant player in the mining as well as general infrastructure. For road construction where we are the market leaders that is driven by the compactors. We have the compactors and we have launched the new compactors 752EX where the customer satisfaction has been precedence because of the equipment friendly comfortable machines, higher compaction efficiency. In addition, operator friendly regulation have added to the sales revenue.
The newly launched 1110 is an 11 tonnes versus the 1107, which continues to exist. What we are displaying at Bauma is 1110, which is a 110-horse power machine versus 100 horsepower machines, a comparative 10% more powerful with air-conditioned cabin for the operator and this air-conditioned cabin is which is Rox Pox Compliant extremely safe for the operator, for instance if the machines topples over them nothing happens to the machine. We are displaying motor grader with new features such as accumulator that is nothing but a shock absorber. When anything foreign comes and hits the blade it tries to absorb the shock. Since we are the leaders in the road construction it is a moral obligation of the company to give new features to the Indian market, just cannot be content in what we have. We are bringing in better technology from CNH global as group. So the new grader coming from Brazil is adding on to the testimony to that.
Importance of Machine Operators
We are extremely focussed on the operators, in fact all our equipments of CASE we make machine, which are extremely practicable. Small things like having a hook inside the cabin to hang his shirt, we are concerned about operator comfort. Many operators are also the owner of the machine; therefore, we have machines like the AC’s in the compactors. This is in the form of the perspective taking care of the operator once he is inside the machine. How do you get more operators to do the job as the demand is increasing? We are working with external agency that works in two folds where we take the unemployed youth who are children of farmers, who do not want to get into farming and they want to get into something else, they are clueless of what to do. We have two schools one in Rajasthan and other in Karnataka last year. The aim of the school is not only to train those people on construction equipment but also to ensure their placement happens. The focus of the institute is at the end of the course is no one remains unemployed; we did that in Rajasthan and Karnataka. This was primarily for loader backhoes ’mass segment where the operators are needed like the graders and the dozers, which we are bringing in from Brazil. They are specialised machines extremely sophisticated. While they are giving lot of features to the customers many a times, the customers are not even aware of how to use it. It operates like mobile phones. We have these specialised trained operators on these machines. We bring them to our plant and train them on our products and we retain them for case construction. Any customer who is buying CASE for very first time we are giving them one operator who is trained to utilise such machines.
CNH as group has got three new footprints in India one is in Greater Noida factory focused on agricultural machines, second in Pritampur focused on construction equipment where Case Construction Machines are made. Third, one is in Pune, which is focused on large agricultural machines. Each of these industrial clusters have large R&D facility with them with the right infrastructure available in terms of testing track, pump tracks where you can see how the machines are performing in real life such as the product validation area, test track besides that any new feature that is being introduced in the machines. The entire testing happens in machines. Shalab says they are not really focused on one particular region because India in its growth phase has been growing uniformly across.
The liquidity crunch did not affect the brand and its sales, it had affected the infrastructure projects especially those who had the financial closure of high bid annuity projects but from the equipment demand point of view the company has not seen any change. India is quiet innovative in finding solutions, an organised large democracy with lot of layers of government and different levels of funding. EPC has been the stock phenomena of the world and India was in the EPC. Taking a cue from what the countries like Mexico did, India BOT projects, which could completely be remodelled. They could fund it to private developers and recover their collection and that had started hitting the roadblock because of the private acquisition. India came out with hybrid model because of the combination of EPC and PPP where nearly 40% being EPC and 60% being on the PPP and BOT model. This model was unique to India. We do not see parallel in other parts of the world, which is a mix and match of EPC and PPP. Whatever works this one is working fine, it picked up well and now there are concerns regarding financial closure of the projects. There would be some projects in the EPC model, PPP and BOT model. There would be still a lot in coming days. Coming day would see organised segmentation of these categories in terms of certain projects coming from BOT or PPP and some kind of other financial models.
For very large projects that could make sense as there is a lot at stake, for instance if we are making a large expressway for example between Agra and Lucknow, it is a high investment including the Bharatmala project. Smaller projects can run on an EPC model and on the BOT model.
CASE order book position
We are reasonably covered in terms of order book. In our segment with the growth in the market, no downturn is foreseen as equipment providers so we do not work in the traditional order book fashion just as many infrastructure companies work. For us if we have any lead pipeline for three months we are more than happy to respond accordingly to that.
Bauma adding value to the brand
These are good platforms to display new products, new features. We have few new launches we are happy about that. I think these kind of platforms make more sense and that have something new to showcase. If you are there for the sake of it, that does not make sense.
For more updates on the architecture and interiors industry visit: www.fortunestreets.com