Puneet Vidyarthi, Head – Marketing & Business Development (India & Saarc), CASE Construction Equipment
Advanced features and technologiesOur aim is to drive sales of our backhoe loaders by drawing customers attention to their value-addition features and highlighting their versatility in various construction applications. We are adopting the latest technologies and incorporating smart mechanical solutions into our products, as seen in our new BS IV compliant machines. We have undertaken extensive research and development to design our loader backhoes such that they deliver exceptional benefits to customers.
For instance, our 770 NXe model is a highly versatile machine that features a cutting-edge electro-hydraulics variable displacement pump, coupled with an electronically controlled FPT S8000 engine. The engine is designed and developed to offer higher productivity, and is known for its class leading torque delivery, which provides incomparable performance in tough loader applications with faster response time and high fuel efficiency. 770 NXe gives up to 24% fuel efficiency with 26% less maintenance cost and over 10% increase in productivity. With the acclaimed Carraro axle and transmission, the 770NXe can handle heavy loads and tough applications reliably.
The 770 NXe features an S-shaped boom - a signature feature of CASE machinery; it enables enhanced ground reach and access to high body trucks. The design also offers improved transport height and uninterrupted visibility. The backhoe loader’s spacious cabin with ergonomically designed interiors and controls provides a comfortable environment for the operator. Added features include a modern information cluster layout with features such as a 12V power socket, electrical side shift lock, and audio–visual alert system.
CASE is also banking on its EX-Series Loader Backhoe, consisting of 770EX and 770EX Plus, for expanding its market share. The machines are powered by a H4C4 electronic engine that delivers powerful performance and fast response time coupled with a 5% higher productivity and fuel savings of up to 13%. They are re-engineered from the ground up to deliver industry-leading breakout force, greater loader lift capacity/reach, and has the best-in-class cab space.
The high torque electronic engine is acknowledged for its proved transmission and low downtime; and is backed by a modern hydraulics system that provides more output per litre. The machine is operated in two auto selection modes: the ECO mode and One Touch Idle mode, which improves fuel efficiency up to 6%.
Robust designSince there is demand for machines that can withstand abuses, we have designed our backhoes with a robotically welded structural frame design for higher strength, stability, performance, and serviceability. The heavy-duty front axle and front counterweight guarantee exceptional stability and reliability even on rough terrains. Moreover, the machine stands out for its low maintenance cost due to its class-leading engine technology.
While CASE will bank on the competitive technological attributes of its 770 NXE, 770 EX and 770 EX Plus to drive sales of its backhoe loaders in India, the company is also aggressive in exports markets and is adhering to the specific regulations of export countries.
Strengthening export marketsOur Pithampur plant in Indore serves as one of the largest manufacturing hubs for CASE, with our products being exported to 75 countries across South East Asia, Middle East, Africa, Latin America, and other regions. We offer a range of intelligent construction equipment that features highly efficient engines that are compliant with the latest emission regulations. Our machines have been adjusted to meet the BS-CEV IV emission standards, and we are currently preparing for a switch to the upcoming BS-CEV V emission norms that are scheduled to be implemented in April 2024.
CASE has also begun a new production line for skid steers which will be exported to European markets. The utilization level of our plant, including exports, stands at 73; this reflects the consistent demand for our products. The Pithampur plant has a current capacity of 9,000 units per year.
After-sales services and solutionsTo increase sales of our backhoe loaders, we are delivering a comprehensive ownership experience, and we prioritize our after-sales services and solutions. In India, we have an extensive network of 70 dealers and 200 touch points, where trained and certified personnel ensure complete support to our customers. Moreover, we have a modern 75,000 sq. ft. centralized warehouse in Indore, which can accommodate 13,000 skus at any given time. We also have two depots – one each in Faridabad and Guwahati which can be assessed from any part of the country.
For every piece of CASE equipment, be it light or heavy, there is a standard warranty of one year from the date of delivery. In addition to this, we offer a range of extended warranties and service packages through our ‘CASE Protect’ and ‘CASE Care’ programs to provide further assistance to our customers. We also provide training programs for operators to improve their skills and proficiency in handling our machines with care and efficiency.
Demand potentialTo increase sales, we will be expanding our dealer network so that our products get comprehensive market coverage and accessibility. Though sales of backhoes across the industry have dropped somewhat, we remain optimistic about demand of backhoe loaders in the construction sector.
Despite an increase in the initial cost of backhoe loaders due to the new emission norms, we are seeing that the impact on sales has been minimal. At CASE, we have made every effort to absorb as much of the cost increase as we can, but some of the cost does trickle down to the consumer as well. With the transition to BSV (CEV) next year, the challenge for the OEMs is to sustain demand. There was an initial slump in the CE industry due to a price increase when the BSIV emission norms were enforced. However, the next update will benefit the industry, as it will open the doors to the developed markets of Europe and North America.