Hidromek targets Middle East growth

By Chris Sleight15 January 2014

Hidromek is expanding its dealer network in the Middle East to take advantage of high-growth construction markets.

The company’s export manager, Anil Bingol said, “Now we are doing things in Qatar and we are starting in Saudi Arabia. We have a presence in the UAE, but the market is shaky, which makes it more competitive.”

“Excavators are selling well. We expected the focus to be on backhoe loaders, but that has not been the case.”

He added that the backhoe loader segment was proving competitive and price-sensitive for the company. “Even our basic machine has a high specification compared to some competitors. They have 4x4 drive, automatic transmissions and luxury cabs. In some markets that works, because customers think about efficiency and getting jobs done quickly.”

Mr Bingol also commented on the assimilation of the Mitsubishi grader business in Thailand, which Hidromek acquired in November.

“It is a complementary product for us, and we are developing wheel loaders separately too. But more than that, we want to get into south-east Asia, so we may manufacture other products there, and it will be an opportunity to learn more about the markets,” he said.

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