The ongoing construction boom in Saudi Arabia has fueled growing interest of foreign players and even lead to consolidation of resources to fortify market hold. Current available data showed that the total value of contracts awarded in the Kingdom hit $66 billion in 2011, a 6 percent increase on the previous year. With more than $300 billion worth of projects planned and un-awarded, the Kingdom has also by far the largest future projects market. Against this backdrop, CASE Construction Equipment announced Wednesday its alliance with the Roots Group for the distribution of its full line of equipment in Saudi Arabia. The announcement was made during the opening ceremony at a joint press conference held at the new Roots headquarters and showroom dedicated to CASE Construction in Jeddah. The Roots Group, with revenues of SR2.5 billion in 2011, is a leading player in the construction industry, providing building materials solutions with a diversified portfolio of products and services. Founded in 1981, it has built extensive experience in the industry in the GCC (Gulf Cooperation Council) countries and in particular, in Saudi Arabia. The Roots Group will support CASE customers from its bases in Jeddah, Abha, Dammam and Riyadh, with a dedicated team of skilled personnel. Backed by the CASE organization, they will be offering the full line of CASE construction equipment and provide best-in-class training and after-sales support throughout the territory. Samir Al Shubaily, Deputy CEO of the Roots Group, said: “We are very pleased with this partnership, which brings together our long-term experience in the construction equipment and building materials industry with the premium performance of CASE's broad range of construction equipment. With this partnership, we are further expanding our product offering and our after-sales services to meet the diversified needs of the building industry.” Fabrizio Cepollina, VP Construction Equipment Operations of CNH International, added: “Saudi Arabia is a key market for us. The construction sector in this country is the largest and fastest growing market in the Gulf region. I am confident that this new partnership will enable us to make the most of the opportunities ahead and develop the CASE business in Saudi Arabia.”
