CASE dives deep into the roots of the local culture celebrating Saudi Founding Day with customers in Riyadh

CASE distributor Arabian Auto Agency (AAA) invited loyal customers to celebrate Saudi Founding Day, on February 20th at its premises in Riyadh. The guests were welcomed by an impressive display of some 20 machines on the forecourt and the full CASE product range was available at the venue for them to see, touch and feel. In the showroom, they mingled with the AAA staff in an ample area also featuring a tent with a Founding Day theme. Product videos were running on a screen, providing further details on the machines on display. During the event, the new range of V-Series backhoe loaders was unveiled to the guests who were immediately able to familiarize themselves with the machines, which were prominently on display at the venue.

The event, which was held in English and Arabic, attracted a big turnout of more than 200 customers. Speeches by AAA’s and CASE’s teams highlighted the long association and strong ties between the dealer and the brand. They touched on the significance of celebrating Founding Day together, a testament to CASE’s commitment to connecting with customers and their local culture wherever it operates.

The invited customers enjoyed a buffet dinner and stayed on for entertainment provided by local musicians and folklore dancers, which fostered a deeper connection with the brand among the guests. The participating customers expressed their appreciation for the interest that a global brand like CASE showed in Saudi Arabia’s culture by sharing this important celebration with them.

The Customer Day was preceded by a Product Training Day for AAA’s sales teams from their Riyadh and Dammam dealerships. The sessions covered CASE backhoe loaders, with a particular focus on the new V-Series, skid steer loader, excavators and wheel loaders, as well as emissions regulations, competitive comparisons and benefits for customers in the Saudi market. The training day proved to be very valuable for the sales team, who felt well prepared for discussions and answering questions from customers on the Founding Day event.