Gaby Rhayem tells James Morgan why the ongoing expansion of Bobcat’s MEA product offering is transforming the manufacturer from a compact specialist into an all-round heavy hitter.
While it is not always advisable to begin a feature with a history lesson, it is occasionally necessary. Given the tumultuous few years that US-headquartered Bobcat has witnessed, this is just such an occasion.
In 2018, after seven years of joint operations, the brand’s South Korean parent company took the decision to split Doosan and Bobcat into independent outfits. Last year, Hyundai Heavy Industries Holdings (HHIH) acquired a controlling stake in the former, Doosan Infracore, for a reported $722.5 million. This company was later renamed Hyundai-Doosan Infracore, meaning Doosan’s orange heavy-duty models now sit alongside Hyundai Construction Equipment as part of intermediary holding company, Hyundai Genuine.
Confused? You wouldn’t be the only one, which is why you may be surprised to learn that this soap opera-worthy sequence of events has actually served to simplify life for at least one man. Meet Gaby Rhayem, Regional Director – Middle East and Africa at Doosan Bobcat EMEA (still owned by Doosan Group), and one of the most ebullient characters you’re ever likely to meet within the construction equipment community
And why shouldn’t he smile? After all, Bobcat has long since enjoyed an enviable reputation within the compact equipment space. When brand recognition reaches the point where many end users refer to skid-steer loaders simply as ‘Bobcats’, regardless of their manufacturer, you know you’re doing something right.
However, Rhayem appears equally excited about Bobcat’s more recent inroads into larger equipment categories – a strategy of expansion that has been facilitated by both the sale of Doosan Infracore and the market quietude provided by the global pandemic.
“Instead of hiding away during the pandemic, we developed and launched a huge selection of machines,” Rhayem tells Plant & Equipment. “Consequently, all our lines are less than two years old.”
When Rhayem says “huge selection”, he isn’t exaggerating. Since the pandemic struck, Bobcat has introduced a dizzying array of models to the Middle East and Africa (MEA) region, including new-generation R-Series backhoe loaders and telehandlers; 400, 500 and 600 Series compact loaders; L23 and L28 small articulated loaders (SALs); new R2-Series miniexcavators; and an entire range of light compaction products.
Encouragingly for Bobcat, its regional expansion is by no means limited to machinery.
“We have partnered with new dealers in a number of markets, including Qatar, Yemen and Iraq,” Rhayem explains. “In Africa, we recently signed partnerships in Sudan, Gabon and Zimbabwe, and we also have excellent coverage across the Sub-Saharan region. We are still on the lookout for dealers in a few countries, but Bobcat customers now have access to local dealers across the vast majority of the MEA region. From South Africa to Morocco, across the Middle East and into Iraq and Pakistan, our network is now extremely strong.”
Rhayem’s customer-centric approach already appears to be paying dividends. In March 2022, Bobcat’s authorised dealer in Egypt, Otrac Heavy Equipment, secured the manufacturer’s largest ever order in the MEA region. Bobcat and its dealer will supply the Egyptian Government with 80 4.5-tonne mini-excavators and 49 skid-steer loaders to support Phase 1 of ‘Decent Life’, an initiative which aims to transform 4,500 villages across the country into thriving communities with modern infrastructure.
“Never had I hoped or even imagined we’d sell 20 miniexcavators as part of a single deal,” says Rhayem. “And then we sell 80 in one shot, plus almost 50 skid-steer loaders. It really was one of our most fantastic achievements to date.”
Despite the success that has resulted from Bobcat’s productand network-related expansion, Rhayem and his colleagues are keenly aware of their roots.
“The Bobcat name continues to instil the same level of confidence among buyers and end users as it always has,” he explains. “I attended a Richie Bros. auction in the UAE recently, and they were selling 2007-model Bobcat skidsteer loaders for $10,000. Can you imagine? Fifteen-year-old machines selling for $10,000 when brand-new models cost around $25,000.”
This trend is also reflected by another Bobcat success story, namely the MEA telehandler segment. Owing to sustained investment in research and development, plus the launch of new and improved models, the company has managed to increase its share of the regional market.
“Our telehandler journey has been amazing,” says Rhayem. “We built our reputation over many years by following the same strategy used for Bobcat skid-steer loaders. Despite stiff competition, we now have the second largest market share in the MEA telehandler segment, and I expect our percentage to grow further during the coming years.”
Whether directly or indirectly, it seems the effects of the pandemic coupled with the sale of Doosan Infracore have given Bobcat the space it needed to expand its product range without having to worry about overlap. Although the manufacturer’s latest lines would not fall within the ‘heavy machinery’ category, its scope has expanded dramatically
So, is it still accurate to describe Bobcat as a compact machinery manufacturer? Rhayem pauses briefly before responding.
“That’s an interesting question,” he says. “We are no longer just a skid-steer manufacturer, that’s for sure. Our largest units are now in the region of 14 tonnes, so we are narrowing the gap with the heavy players. I expect we’ll continue to see bigger and bigger machines added to the Bobcat portfolio in the future.”
Compact or not, two things are certain. First off, Bobcat has cemented its position as a heavy hitter within the MEA’s construction equipment sector. Secondly, Rhayem has every reason to keep smiling.
