Our vision is to sustain our position as the market leader in providing heavy earthmoving, construction, power systems and materials handling equipment and in providing the highest levels of after-sales service across UAE with creating a sustainable profit stream for shareholders.
Product: Supplying diverse products, solutions and after-sales service that are recognized for excellence in the quality and the value.
Customer: Providing esteemed products, customer service and solutions, with a focus on customer-specific needs, and offering value propositions and integrated solutions that are mutually rewarding to meet customer satisfaction and establishing lasting customer relationships.
Owners: To achieve steady growth with improved profitability which gives commensurate returns to the shareholders by adopting continuous process improvement, efficiency measures and benchmarked management practices.
Employees: Establishing a working environment which encourages creativity, innovation and integrity, and developing the talents of our employees so that they can achieve their potential.