28
CONSTRUCTION EUROPE
SEPTEMBER 2013
TURKEY
demand for graders and mini excavators, and
also our wheeled loaders are selling well.”
Mr Eren added that demand for construction
machines in Turkey was currently greater than
Liugong’s growth rate. “We need to close the
production gap and are currently looking at
our options,” he said.
AFTER-SALES
Meanwhile, Caterpillar customer Serkan Aydin
from mine operator Cift Ay said after-sales
support was crucial in the Turkish market.
“We produce revenues of around €189
million a year, and if we ever have a problem
or need a part we know to contact Borusan
[Caterpillar’s dealer] and get it sorted,” Mr
Aydin said.
“The main reason for Caterpillar’s success
in Turkey is the service, spare parts and
technician network – protecting machine
uptime is what we need.”
Sitech, which has been a Caterpillar
distributor in Turkey since 1994, also reports
an increasing interest in telematics and
machine control technology in the country.
Sitech Eurasia Teknoloji sales and marketing
manager Reha Imer said, “Uptake of
technology started three years ago when we
trialled an initial integration with a contractor
called Eken. They resisted for a year and
eventually agreed to the trial, and three
months later placed 18 orders.”
Mr Imer said the added accuracy and
reduced manpower needed when using
grade control technology, for instance, was a
clear advantage – increasing productivity and
shortening project times.
“All the contractors are watching each other,
and they can see the competitive edge the
technology provides. We expect a much
higher uptake of machine control technology
in Turkey by 2015 – increasing 50% per year.”
Volvo CE is also interested in Turkey, and
Ebru Nihan Celkan, marketing manager from
its local dealer, ASC Turk, said demand in the
machine was important. Now, we find interest
in new options, and there is a clear market for
fuel efficiency. Fuel is a major cost for lots of
our customers,” he said.
K Volkan Kalender, from Doosan’s Turkish
dealer Sanko, also felt the Turkish market was
maturing.
“Diesel economy is very important. Next
year, for instance, we will introduce a Stage IV
engine to our backhoe loaders. We showed a
prototype machine last year with this Perkins
engine,” he said.
Mr Kalender also said demand was
broadening for new types of equipment. “We
started selling telescopic handlers in Turkey
five years ago, when there was a very small
market. It is growing slowly,” he said.
But some also voiced concern about
competition. Betonstar, which manufactures
concrete pumps and placing equipment, is
increasingly targeting export markets as a
result of strong competition at home.
>
market for machines in the mining industry,
as well as backhoe loaders and excavators,
was increasing “dramatically.”
“We saw a 25% increase in construction
equipment sales during the first quarter of
2013,” Ms Celkan said, “and 10% of that was
from Volvo CE alone. We think we are going
to sell over 1,000 units by the end of the year.”
But running construction equipment in
Turkey comes at a cost. The country has some
of the highest prices for diesel in Europe – at
€1.73 per litre, it is higher than any European
country.
“In Turkey, fuel consumption is very
important,” Ms Celkan said. “Customers
are willing to pay a higher price in the first
instance for an efficient machine that they
plan to run for years and years.”
This was echoed by Reyahn Uĝurlu Yücel,
marketing and business development director
at Hyundai’s Turkish dealer, HMF.
“Some years ago, only the price of the
Caterpillar customer Serkan Aydin from
mine operator Cift Ay said after-sales
support was crucial in the Turkish market
Sitech Eurasia Teknoloji sales and marketing
manager Reha Imer said uptake of technology
on Turkish machines was gradually increasing
A €303 billion,
20-year demolition
drive is being
undertaken to
replace up to 6.5
million buildings
across Turkey.
Pictured is an MTB
breaker at work
from Inan Makina
