With the launch of the BX100 backhoe loader in the Middle East, Hitachi Construction Machinery is foraying into a popular machine segment, with a tried, tested and proven machine.
Hitachi Construction Machinery Middle East (HMEC) has established a track record for performance, power, and productivity on construction sites not only in the Middle East, but also in the wider area, including North and East Africa. Hitachi’s brand has been founded on its expertise in excavators of all sizes, massive mining shovels, a wide range of wheeled loader types, some of the most durable rigid dump trucks available anywhere, compact earthmoving equipment, and even cranes and foundation equipment.
But the one piece of equipment that every Middle Eastern jobsite needs, the backhoe loader, was absent from Hitachi’s lineup for the region. However, it is no longer the case. To unleash the same Hitachi capability and reliability on the vital backhoe loader (BHL) sector in the region, the Japanese giant has now released the BX100 Shinrai Power backhoe loader.
“For Hitachi the backhoe loader is a new product in our line-up for this part of the world,” says Manabu Arami, President of HMEC. “We have selected to offer it here because we at HMEC believe that there is a well-defined market, both in terms of specific geographical areas where the backhoe loader is in demand as well as for specific tasks for which it is preferred.”
Aiming for growth
According to Hitachi, backhoe loaders account for 50% of all yearly machinery sales in the Middle East on numerous occasions. This implies that leading manufacturer in the regional market must have a popular ‘BHL’ in their inventory. Thus, Hitachi’s inventory has gotten a significant boost with the release of the BX100 Shinrai Power.
“The backhoe loader has been here for decades, but we feel that we can have a healthy market share,” says Arami. “There’s enough room for an extra brand in the market especially if the product is as good as the one we are offering.”
Ahmed Karar, Product & Technical Support Manager of HMEC adds that the Middle East market, notably in Saudi Arabia and the United Arab Emirates, will continue to develop and expects that demand for specific types of equipment connected with that expansion will persist for some time.
“After the Covid-19 pandemic, investment in infrastructure – such as roads, smart cities, etc. – is active and ongoing. Many places in the region, like Saudi Arabia, are testament to this. So, we’re entering the BHL market because it’s a big market; there’s always demand and even growth in this segment and after Covid there is more infrastructure being built so we’re seeing more demand for the machine. So, this is a good time,” says Karar.
“And also, what we see is that cities such as Doha, Abu Dhabi or Dubai are now being completed, therefore in many places, tracked equipment is not allowed to enter because it may damage the built environment. So, it must be wheeled equipment, such as a BHL, whether for maintenance or minor rebuilding tasks. This is another reason that we believe this product stands a sure chance of being successful.”
Another reason for Hitachi introducing its BHL in the reason is the fact that it always strived to be complete solutions provider for its customers. “Our dealer network has many loyal customers,” explains Arami. “Those customers quite often want a one-stop shop for their equipment needs and one of the main reasons for this is that they want more simplicity and uniformity in their parts inventories.”
“An important feature on our radar for the BHL are equipment owners who have, let’s say, 20 pieces of Hitachi equipment,” adds Arami. “We already have a good relationship with the customer, and now we can offer the BHL as well.”
In-demand machine
With just 1,350 rpm, the Shinrai BX100’s engine produces an incredible 400Nm of torque and 99 horsepower. The tilt bucket comes standard with a capacity of 1.1 cubic meters. It was constructed with durability in mind and has already shown to be dependable and resilient in the face of the most trying circumstances.
“In terms of low lifecycle costs, it has features such as the best-in-class dump height for easy loading, lower fuel consumption in both loader and backhoe operations as well as easy and low-cost maintenance for more profit per hour, says Karar.
“The cabin has a safe, simple and comfortable cabin and an easy and comprehensive operator console designed for simplicity and functionality while in operation,” adds Karar. “The cabin is also a wide-view one, which further contributes to safety and easier operation.”
Tailormade for the region
With the Middle East being one of the most demanding regions, how suitable is a product produced in another geography?
Hitachi has taken great effort to ensure the BX100’s usefulness by rigorously testing it in the worst circumstances that the Middle East can throw at it, as well as altering and customizing the machine to fit the region perfectly.
To demonstrate its durability and dependability, the HMEC sent the BX100 to Saudi Arabia to test the backhoe loader on the country’s terrain. “For months on end the model was carefully tested, evaluated and proven. Our engineers followed upon all aspects of its performance and all parameters were evaluated by our expert team with decades and decades of experience and expertise. Anything that could be subject to improvement was communicated to production and improved – so the product will be available as a ‘Reliable Solution’, as we like to call it,” says Karar.
The HMEC Product & Technical Support Manager adds that interest in a Hitachi backhoe loader has been high in the region for a while from both existing and prospective customers. “The accessibility of the product, commercial wise, is attractive in this region.”
After-sales support
For some time now, HMEC has been preparing for this launch, and all necessary support systems are prepared. The HMEC warehouse has been set up to guarantee spare parts availability while offering dealers the necessary training.
“The BX100 not only provides Hitachi brand quality but also uses our Global e-Service, which provides various data such as on machine operation and technical information, and manuals by Hitachi Construction Machinery,” says Karar. “We are also fully prepared to provide the suitable telematics support depending on the country of operation of the BX100, with the original information system package for the machine.”