CASE EAGLE DAYS Training and Customer Event heads to Dubai


CASE hosts its EAGLE DAYS, an international event held in the Middle East with attendees from 10 different countries and announces the opening of a new parts facility for the region.

Turin, 30 November 2016

Following the success of the EAGLE DAYS events held by CASE Construction Equipment in Tunisia and South Africa, Dubai has played host to the first one to be held in the Middle East.

The impressive Jebel Ali Golf Resort and Shooting Club in Dubai was the venue for this EAGLE DAYS three-day event which took place from 20 to 22 November.

The CASE EAGLE DAYS are designed to provide product and commercial training for sales professionals, together with offering customers the opportunity to see first-hand the outstanding performance of CASE machines in action.

In Dubai, CASE also took the opportunity to introduce both salesmen and customers to the new parts facility in the region, which will increase service levels and reduce downtime to help Case customers maintain high levels of productivity.

The two-day training organized by the CASE Commercial Training Team was attended by almost 50 salesmen from 10 countries, including eight from the Middle East and two from Africa. It provided both in-depth product walk-arounds in the demonstration area as well as classroom sessions.

Franco Invernizzi_Senior Business Director_CNH Industrial Construction E…

More than 160 customers attended the Customer event held on the third day, including a large number from the UAE, as well as Oman, Qatar, Palestine, Saudi Arabia, Iraq, Lebanon and Ethiopia. There was a live machinery show plus product demonstrations from expert CASE operators on a wide range of equipment, which clearly impressed the numerous customers who attended. They witnessed crawler excavators, motor graders, wheel loaders, backhoe loaders and skid steer loaders at work. The CASE Commercial Training Team, including product specialists, were on hand to advise on the best machine for each application.

Customers were especially impressed by the CASE grader that was launched during the event and became the star of the day. This machine perfectly suits local needs and is built with a powerful engine, rugged A-frame and moldboard design, industry-leading flip-up rear hood, best-in-class serviceability and outstanding visibility.

“Once again we have had a great response to our EAGLE DAYS event,” said Franco Invernizzi, Senior Business Director CNH Industrial Construction Equipment for Africa and Middle East

“The three-day format, including the sales training as preliminary to the main show on the third day, enhances the relationship between salesmen and customers from across the region”.

New parts facility in Dubai is close to the customer

CASE believes the quality of the machines, the parts and the logistics are the three key elements to provide the complete customer satisfaction. For this reason Parts and Service continues to invest in logistics, enhancing and improving existing spare parts warehouses and creating new ones.

Thani Al Shirawi_Managing Director of Al Shirawi Enterprises

The most recent example is the opening of the Dubai depot with the mission to focus on Middle East needs, stocking relevant parts and improving delivery time. With the capacity to hold more than 350,000 part numbers it will be able to efficiently cover demand for the entire region. The new depot joins the eight others already present in the EMEA region and includes 335,000 sq m of storage space and a total of 7.8 million part orders per year via a 24/7 operation.

“Thanks to this new site, delivery times will be slashed by several days,” said Marco Baffoni, Director Dealer Parts Support Services EMEA. “Now we are able to supply our customers with parts within a couple of hours. With this new depot in Dubai we and our CASE network will increase customer satisfaction and loyalty.”

An open day dedicated to customers

The customer day started with a warm welcome from Thani Al Shirawi, Managing Director of Al Shirawi Enterprises LLC, CASE dealer in Dubai.

“EAGLE DAYS reflect the true spirit of CASE Construction Equipment, which is to show and share practical experience and heritage, and the focus on making the ownership experience simple and rewarding,” he said.

“CASE specialist operators and knowledgeable product specialists showed how the product’s design has evolved over the years with the objective of simplifying customers’ lives, and having representatives from the factory, supply chain, dealers and customers together was a valuable experience as it enabled the exchange of  ideas and  potential solutions for customers.

“Opening the regional parts distribution centre in Jebel Ali was a long-felt need and is a most welcome step as it will strengthen confidence in the CASE CE brand with the assurance of parts availability.”

Marco Baffoni_Director Dealer Parts Support Services EMEA

Franco Invernizzi then introduced the CNH Industrial group and the CASE brand and values to an audience of almost 180 attendances. This was followed by a short presentation on the new parts depot facility and its advantages before the demo show. Customers could see all the machines in action, including CASE’s renowned 821F and 1021F Series wheel loader and best-in-class skid steer loaders. A full line walk-around took place afterwards where product specialists talked about each of the machine’s capabilities and about the innovative technology that is setting very high standards in plant machinery. There was also time for a Q&A to enable customers to put their questions to the team directly on the field with their hands on the machine.

The day ended with a relaxed feel, starting with cocktails under the palm trees of the stunning Palmito Garden within the JA resort, before sitting down to the gala dinner in truly glamorous surroundings.

Positive event feedback

Judging from the following comments, it was clear that CASE’S EAGLE DAY in Dubai was very well received by both dealers and customers.

“I enjoyed the show, it was so impressive. The demonstrators were so professional and in control. CASE are for sure great machines and we are depending on them in Al Mahdood. They are so reliable, efficient and so durable”, said Mr. Mustafa Abdul Jawad, Project Manager, Al Mahdood, Saudi Arabia.

“This event has been enjoyable and highly informative. It was very useful to see the machines in practice”, confirmed Mr. Amir Siddidgi, Fleet Manager at AIMS group, UAE.

“After the demonstrations performed I’m really looking forward to have CASE machines in our fleet”, added Mr Bassam Adi, Arabian Construction Co, UAE.

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CASE Construction Equipment sells and supports a full line of construction equipment around the world, including the No. 1 loader/backhoes, excavators, motor graders, wheel loaders, vibratory compaction rollers, crawler dozers, skid steers, compact track loaders and rough-terrain forklifts. Through CASE dealers, customers have access to a true professional partner with world-class equipment and aftermarket support, industry-leading warranties and flexible financing. More information is available at

CASE Construction Equipment is a brand of CNH Industrial N.V., a World leader in Capital Goods listed on the New York Stock Exchange (NYSE: CNHI) and on the Mercato Telematico Azionario of the Borsa Italiana (MI: CNHI). More information about CNH Industrial can be found online at


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