Greater integration leads to bright future for Doosan

Gaby-DoosanGaby Rhayem is the regional director Middle East of Doosan Infracore Construction Equipment. (Image source: Doosan) Gaby Rhayem believes 2012 has been a pivotal year for Doosan Infracore Construction Equipment who has further integrated its brands and, with the launch of a host of new products, is poised to hit the ground running in 2013

Rhayem, regional director Middle East, said, "2012 is going to be a very good year for our operation here in the Middle East. We have been focusing on consolidating the business between the big brands of Doosan, Bobcat, Doosan Portable Power and Montabert."

The integration within the regional organisation has allowed the company to house all its brands under one roof with a combined office and team.

"We now have one vision," Rhayem said.

The greater integration will give Doosan a decisive edge in the markets and although the brands often have different dealers across the region, Rhayem explained that they can now have a better overview of their business enabling his team to compare best practices from all the brands and start sharing them.

One area that will receive greater emphasis next year will be after sales support. Doosan will be looking at making new investments to support the after sales market in the region and the strategy will be rolled out from Doosan's regional HQ in Dubai across the whole Middle East, and also significantly to the east coast of Africa, which is a real target market, according to Rhayem.

2013 expansion

Rhayem spelt out exactly how Doosan was looking to expand its footprint in the region next year.  

"We feel that we need to respond to the growing demand we are seeing and to meet the customers’ expectation with an even better service. I think 2013 will bring us very good business. We have suffered in some regional countries from the negative impact of the Arab spring but I am confident the regional situation will improve next year."

The main growth area for Doosan's operations will come from its Saudi Arabian business, which is booming. Saudi Arabia is leading the way for the construction market and the demand in the Kingdom is high for all of Doosan's products.

"We have great dealers in Saudi Arabia and we are getting the best results from them," Rhayem said.

On Qatar, he noted that the market was not booming yet, but that he has high expectations there in the next couple of years.

For the rest of 2012, Rhayem said that there were a number of projects that the company would finalise, to ensure that it will be in a good position to start 2013.

Revamped product line-up

This year, Doosan has made a big push on the product side and has launched a wide range of new generations of excavators and wheel loaders offering new designs and features particularly suited to the specific needs of the Middle East market.

Rhayem remarked, “2013 will bear the fruit of all these new launches and will help us expand our market share.”

The company has launched its new generation of wheel loaders, including the DL420A model, which was shown off for the first time in the region at Intermat Middle East 2012 show.

DL420A-modelThe DL420A model. (Image source: Doosan)The DL420A wheel loader brings with it improved reliability, increased production and reduced maintenance needs.

Doosan also introduced a new generation of excavators. All the new excavators and wheel loaders offer several improvements for better performance, greater operator comfort and easier handling.

"The biggest advantage that these new product launches provide is better performance and all the machines are now easier to operate, which is very important," added Rhayem.

On the Bobcat side, Doosan will be making some very important product launches within the next few months.

Rhayem explained that Doosan has expanded the Montabert business in 2012 by increasing their support to their dealers and Doosan started an awareness campaign around the theme of "Montabert being one of the top breakers in the industry".

He concluded on an upbeat note, "there are very positive signs from the Middle East market and we are therefore going to focus on several new investments around the region in 2013".

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