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THE kingdom’s burgeoning industrial sector has received a much-needed boost as AMA Motors showcased its latest line-up of CASE machinery at its new state-of-the-art showroom in West Eker.
The Italian company, which was founded in 1842 and is now owned by the wider Fiat Ferrari Group, is making its mark and proving popular on the cost and reliability front with a growing number of customers.
Italian Ambassador to Bahrain Domenico Bellato was the special guest at last week’s launch event to show his support and meet with customers and business executives.
AMA Motors’ general manager Simon Keen said: “It was excellent that Mr Bellato personally accepted our invitation and helped us inaugurate our CASE partnership.
“A lot of planning went into this event and the teams from AMA Motors and the CASE regional office worked really hard together to make it a success.”
The launched was the official showcasing of CASE’s newest range of light and medium machinery, with Skid Steer Loaders, Backhoe Loaders, Motor Graders, Telehandlers, Wheel Loaders and more on display.
To add to the atmosphere, mock-up worksites, gravel and sand gave the ceremony an authentic touch.
CASE has a team of fully-trained technicians and a wide variety of spare parts for when maintenance is required, with a complete service centre located in Riffa and a parts outlet in Salmabad.
Simon explained: “With all of the many projects going on in Bahrain, from housing to road construction, the new airport, Alba development, etc., the requirement for equipment has gone through the roof.
“We like to treat our customers as business partners and have a strong relationship with them. If we do our job properly and offer advice and support, then their business will succeed and grow. It’s not like selling a car, as our machines require more service and expertise.
“A car gets you to work; if it doesn’t start or it breaks down, you can get a taxi or a lift from a friend. If your excavator isn’t working, you’re either delaying a time-sensitive building project or you’re spending a lot of money to rent a replacement.”
The company also operates a mobile service unit, to eliminate the need to bring broken machinery to the dealership where possible. This service consists of two fully-kitted MAN trucks which work 24-hours around the clock to carry out on-site repairs.
As for the future, there are plans to reposition a new service centre and workshop closer to the new showroom so they can work in together in perfect harmony.
The AMA Group is also the exclusive distributor of MAN trucks, Atlas cranes and more.
For more information, visit the showroom in West Eker or visit www.amamotors.com.bh
