UAE Focus

Crabb ... quicker service.

Crabb ... quicker service.

Caterpillar boosts regional services

December 2015

Caterpillar continues to invest in the region and recently announced the creation of a new regional training centre located in the UAE.

David Crabb, district manager for the Middle East, said that Caterpillar’s recent restructure of its dealer and customer support divisions together with the launch of the new regional training centre will facilitate quicker service and enable the construction machinery and equipment giant to be “more nimble, get even closer to its customers and deliver better products still”.

Based in Jebel Ali in Dubai, Caterpillar’s regional office serves the GCC states, Lebanon and Jordan as well as Afghanistan, Pakistan and Yemen, while offering support to other regional offices covering Africa. (Gulf Construction’s article in last month’s edition on page 38 inadvertently listed Syria as one of the countries served by Caterpillar in the Middle East, which is incorrect).

Elaborating on the restructure, Crabb explained that Caterpillar’s Distribution Services divisions have been reduced from three to two, and now comprise the Asia Pacific, CIS, Africa and Middle East division, and the Americas and Europe division. They will maintain sole responsibility for dealer development and performance, succession and continuity, along with portfolio management, operational excellence and across-the-table strategy execution. “Today’s markets are very turbulent so we need to be prepared to do the best for our customers,” Crabb said, adding that the restructure was a positive development for the Middle East.

Meanwhile, Caterpillar will this month launch courses at its brand new Technical and Sales Training Centre for Africa and the Middle East. Located adjacent to Caterpillar’s Middle East parts distribution centre in Jebel Ali and built at a cost of $7 million, the facility will employ about 40 people and support 24 dealers in 66 countries. Three courses will be held this month with the inaugural course attracting attendees from across the Middle East and Africa.

Caterpillar plans to hold 50 to 60 courses a year but this number could grow depending on requirements.

“Excellent service is key for Caterpillar as it is the biggest contributor to customer loyalty,” Crabb said, adding that the training centre will help strengthen ties with Caterpillar’s customers.

The new centre will be formally inaugurated in April 2016.

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