Mr. Sandeep Mathur | India CE Brand Leader | CASE INDIA
CASE’s domestic market share has increased in the last quarter. Our believe in aggressive campaigns helped us a lot to generate interest in the market. Our world-class product development & manufacturing facility ensures that we deliver quality products every time.
1. How was the business response this quarter?
The market conditions this year have been very dynamic. Our Q1 performance was good as per projections. A downward curve was seen in March due to the lock down thus affecting Q2. While we did our best to adapt and ensure business continuity, there was an adverse effect on our top line, especially in April. May and June saw gradual revival for CASE India and due to the efforts of our dealers and field teams, we were able to gain market share in our pivotal categories. Our domestic market share has increased and Q3 and Q4 seem back on track. Credit goes to our sales teams across India and the support given by our marketing teams. Aggressive campaigns which generated a lot of interest in the market, helped us. Through CNH Capital, our NBFC, we’ve been able to pass on huge benefits to our customers, creating opportunities for capital in the market and allowing for cheap loans during a time where there is a financial crunch. Our offering is thus strengthened and we will always continue to stand shoulder to shoulder with our customers.
2. What are the biggest challenges for the CE industry during this economic slowdown?
The pandemic, along with uncertainty, brought a number of challenges for the industry. Delay in project completion, changing cost of material, client retention, etc. are some of its after effects that businesses are still coping with. The only way to survive these hurdles is by being agile and adapting to the situation at hand. Industrial Outlook At CASE, we’ve started engaging with our customers and dealers online via multiple digital platforms and are creating new avenues to further the interaction. Through our financial arm, CNHi Capital, we’re offering various lucrative schemes that can help potential customers in buying equipment. We have also introduced a 48 hours loan approval policy to facilitate easy loan service. In terms of spare parts and product support, we have a good amount of stock supplies and even in these challenging times we are delivering parts and scheduling services while keeping all the safety precautions in mind. At CASE, we believe in moving forward with agility and perseverance, while taking on real challenges and will continue to do so.
3. How much easier to operate CASE equipment for non-qualified operators?
Construction equipment is used in extreme terrains and volatile conditions thus only qualified operators should be allowed to use them. As far as operating the machine is concerned. At CASE we design machines while keeping the machine operators in mind making it comfortable, safe and easy to understand and navigate. To further enhance ease of use, we also conduct training and put out product videos on our YouTube channel for easy understanding. CASE has a fleet of trained operators and we’re working on establishing a training program to train more – to try and reduce the impact of this challenge.
4. What are the innovative contributions of CASE equipment in Indian road construction?
CASE has always believed in creating efficient machines equipped with technology that enables the customer further. Our product portfolio is full of technological upgradations, thus increasing the productivity of our products. CASE India’s construction equipment range has been using the new-generation engine – developed by CNH Industrial subsidiary FPT Industrial, the world-leading manufacturer of engines, transmissions and powertrains –which provides outstanding performance, fast response time and best-in-class fuel economy. CASE graders are equipped with CRDI electronic engines for on-board diagnostics, with laptop connectivity to download the entire data log and analyse the past and ongoing operations and to also get to the root cause of any failure that may occur during operation. This technology offers an advantage over any mechanical engine grader which gives more control and more visibility on its usage. In the loader backhoe segment, we have 770 EX OL, 770 EX PRO, CASE 770 EX Magnum PRO and 851 EX PRO. PRO series is equipped with Eagle Eye Telematics System, a real-time vehicle tracking and communication system which provides accurate information and analysis on idle time, machine usage, productivity, fuel efficiency, location etc. Our telematics system also provides data on critical components, service intervals etc. Our range of versatile soil compactor’s has a technology infused, compaction meter: where the operator can check amplitude, frequency and ICV (intelligence compaction value), which is related to density of soil compacted, on screen. This ICV value is different for every surface. Once desired density is achieved, it gives out a signal on screen to avoid over compaction thus saving fuel and time and avoiding damage. Our CHEX excavator comes with 3 power modes and ten auxiliary hydraulic settings. The in-built CASE Intelligent Hydraulic System (CIHS) further improves fuel efficiency and provides smooth control. The advanced hydraulic system offers higher breakout forces, improved swing speeds and greater swing torque, resulting in faster cycle times and 5% increase in productivity. The cabin includes an ergonomically designed seat which provides a better lever position to assure the safety of the operators. Additionally, CASE has recently launched a Site Watch technology platform with an all-new innovative dashboard, more intuitive navigation and new overview sections that spotlights critical Industrial Outlook information without requiring the user to search extensively for the data. As mentioned earlier, we believe in technology that enables and will continue to do so.
5. How does CASE deal with delivering quality equipment through their manufacturing facility?
Quality control is an essential part of the manufacturing process. It ensures adherence to regulatory standards and puts out efficient equipment for the customer. At CASE, our plant has been certified Bronze Level in the World Class Manufacturing (WCM) program. WCM is one of the global manufacturing industry’s highest standards for the integrated management of manufacturing plants and processes. We also have the ISO 9001: 2015 certification for our Quality system. We follow WCM’s stepwise approach for reactive, preventive and proactive maintenance and a number of best practices such as Poka-Yoke, benchmarking, robust testing and risk management to ensure first time quality for our customers. Our world class product development & manufacturing facility ensures that we deliver quality products every time.