Distribution hub in Dubai speeds up time to market for Terex

The lifting and material handling equipment market in the Middle East is expected to demonstrate growth in the coming years due to a number of infrastructure projects planned in the region.

With future megacities, airports and commercial centres in the pipeline, having a robust supply chain solution in place to meet demand is essential, as lifting OEM Terex discovered.

Terex was already selling its Genie aerial work platforms in the Middle East, but every time an order was placed, the unit had to be transported from overseas factories in China, Italy and the US.

This lengthy process was impacting its speed to market. In order to deliver units faster and respond to customers’ requirements in the region, Terex needed access to a local processing and distribution centre.

With the help of WW Solutions, Terex now has a distribution centre in the Jebel Ali Free Zone (JAFZA) in Dubai. Strategically located in the west of Dubai, this new hub solution offers a gateway to a number of Genie’s key markets in the Middle East region (the Gulf Cooperation Council countries, plus Jordan, Lebanon, Egypt and Iraq), as well as Russia and the Commonwealth of Independent States countries, including Turkey.

The facility stocks a wide range of Genie aerial equipment, such as boom and scissor lifts, and provides full logistics solutions, including assembly and pre-delivery inspections.

The location also facilitates last-minute customisation requests and enables them to be performed close to the end market, explains Werner Van Dessel, senior business development manager at WW Solutions.

“As well as partly reassembling machines and performing tasks such as wheel mounting, our skilled team in Dubai carries out small repairs, paint touch ups and technical checks,” Van Dessel says.

These services are offered alongside storage and stock maintenance, all of which help to improve time to market.

“We provide a one-stop solution for Genie, providing customs clearance, light assembly, stock and accessory storage and technical services, as well as managing transportation to the end market,” adds Faiz Ahmed, business development manager for WW Solutions in the Middle East region. “Semi-knocked down and completely built-up Genie units are imported from several overseas factories into our facility in the tax-free zone in Jebel Ali, from where we deliver the finished products to the final customer by land and sea. We can also arrange air transportation if required.”

The range of services and expertise provided at the distribution centre, together with its convenient location and excellent connections, has enabled Genie to significantly reduce its lead times.

Having a logistics provider to take care of everything from assembly to pre-delivery inspection also allows the brand to focus on sales and customer relations in the region.

“We chose WW Solutions as our logistics and solutions provider for this new distribution centre because they proved particularly well-suited to our specific requirements. In addition to their extensive experience in the industry, as well as the space required to stock a sufficiently large number of Genie units, they are also ideally located for inbound and outbound freight to the UAE, Saudi Arabia, Oman and other countries in the region,” says Sharbel Kordahi, managing director of Terex Equipment Middle East.

“We are confident that we can count on WW Solutions to help deliver the results that our customers’ success relies on.”