Roots executives Taher Al Dabbagh (right) and Saleh Binladin with Cepollina (left) at the launch.

CASE Construction Equipment has partnered with the Roots Group for the distribution of its full line of equipment in Saudi Arabia. The announcement was made during the launch of the new Roots headquarters and showroom dedicated to Case Construction in Jeddah.

The Roots Group, which posted revenues of SR2.5 billion ($666 million) in 2011, is a leading player in the construction industry, providing building materials solutions with a diversified portfolio of products and services. Founded in 1981, it has built extensive experience in the industry in the GCC countries, particularly in Saudi Arabia.

The Roots Group will support Case customers from its bases in Riyadh, Jeddah, Abha and Dammam, with a dedicated team of skilled personnel.

Backed by the Case organisation, it will be offering the full line of Case construction equipment and provide best-in-class training and after-sales support throughout the territory.

Samir Al Shubaily, deputy CEO of the Roots Group, commented: “We are very pleased with this partnership, which brings together our long-term experience in the construction equipment and building materials industry with the premium performance of Case’s broad range of construction equipment.

“With this partnership, we are further expanding our product offering and our after-sales services to meet the diversified needs of the building industry.”

Fabrizio Cepollina, vice-president construction equipment operations of CNH International, said: “Saudi Arabia is a key market for us. I am confident that this new partnership will enable us to make the most of the opportunities ahead and develop the our business here.”

Case is part of CNH Global.