PMV attends inauguration of CMC\ s Dubai facilities.
The CDC and sales facility certainly match CMC's ambition to become a modern player within the Middle East's equipment sector. Under the guidance of general manager Joe Lahoud, the company has transformed itself from a primarily construction-focused operation into one with a multi-sector product portfolio.
In addition to well-known construction equipment brands such as Terex and Wacker Neuson, CMC offers machinery for a range of other applications, including concrete placement, materials handling, and demolition. This diverse suite of products has been developed in a bid to increase the dealer's robustness in the face of market fluctuations.
However, CMC is also committed to continuing with its transition from a generalist to a specialist company. Few would deny the usefulness of wide-ranging industry knowledge, but the CDC represents a key part of CMC's strategy to develop staff members who are experts within their respective fields.
"There's no HR department without learning and development," said Tamara Dakessian, HR manager at CMC.
"Competence development is essential within any company. We created the CDC in order to hone the skills of our staff. Our team must have up-to-date knowledge about their product fields in order to sell CMC's represented brands to local end users. We will also ensure that CMC's customers and suppliers have continuous access to these facilities," she told PMV.
Dakessian wasted no time at all in making use of the pristine CDC, which will be used both to develop the competencies of CMC staff, and to educate local end users about how to get the most out of their equipment.
As she explained, even before the official inauguration of the facility, CMC hosted a training event for Terex partners from across the Middle East.
"The CDC is brand new, but it has already been used to stage a competence development event," she said.
"CMC welcomed Terex dealers from across the region, and it was a great success. We had 35 people here for a three-day training course. Moreover, because this facility is situated at the same site as CMC's equipment yard, attendees were able to engage in on-the-job, practical training with Terex machines," Dakessian added.
Whilst the CDC is ideally positioned towards the back of the Rashidiya site, front and centre is CMC's showroom. The official inauguration of both facilities was attended by dozens of the dealer's key customers, and senior figures from its represented brands were also present throughout the course of the event.
Lahoud told PMV that the facilities have been designed to reflect - and convey to the market - the firm's overarching philosophy.
"The new showroom and CDC fit with the image of the company," he explained.
"CMC provides high-quality products, and it needs facilities to match. We are committed to differentiating ourselves through both the brands and the services that we offer.
"Our guests have actually been surprised to see that we have so many products. Customers don't always grasp the diversity of the equipment that CMC offers. They might remember us for one or two brands, but actually we have more than 12 partners with big ranges of equipment.
"We also have new partners. For example, we started working with Rockwheel just three months ago," he added.
Speaking towards the end of the busy launch event, Lahoud told PMV that the high turnout had been an affirmation of CMC's customer-focused approach.
"Lots of customers travelled from Abu Dhabi, from Ajman, and from Ras Al Khaimah, which shows that we have really a good network," he said.
"Today, many customers showed up. These are all VIPs, so it's a reflection of the relationship that CMC enjoys with the market," Lahoud concluded.
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