Where EAME’s largest dealers and Caterpillar’s Executive Office set the region’s agenda
Until 2037…
Zahid Tractor elevated the EAME Dealer Management Forum in its 2025 edition, welcoming the dealer principals and leadership of the 12 largest EAME dealers alongside Caterpillar’s Executive Office, CEO Joe Creed, CFO Andrew Bonfield, five Group Presidents, and five Senior Vice Presidents (SVPs) for a high‑impact program that set a new benchmark for the region and, for the first time, brought the DMF to Saudi Arabia.
Program at a glance
Monday, 15 December – Jeddah (Zahid Business Park): A dealer-only working session at ZBP aligned positions ahead of the EO meetings. Delegates toured key facilities, including the Zahid Learning Institute and the CMD division, followed by lunch on HO’s 9th‑floor terrace. That afternoon, the delegation transferred to AlUla, the base for the next three days.
Tuesday–Wednesday, 16–17 December – AlUla (Maraya): Morning dealer/Caterpillar sessions at Maraya focused on candid feedback to Caterpillar on the 2030 strategy, surfacing areas of opportunity and shared challenges to overcome. Afternoons featured curated activities—a private tour of UNESCO-listed Hegra on the first day and a Land Rover experience in the Sharaan Nature Reserve on the second.
Gala, 17 December – Maraya Hall: The forum closed with a gala dinner featuring traditional Arda and a live sand‑art piece, culminating in a bespoke artistic narrative celebrating the 75‑years of partnership between Zahid Group and Caterpillar.
What set this forum apart was the access and candour it enabled: the full Caterpillar Executive Office engaged directly with the 12 largest EAME dealers, creating rare clarity on regional priorities and accelerating alignment to the 2030 strategy. Equally important was the rigour of preparation, planning began in September 2024 and drew on lessons from Dubai, Dublin, Athens, and Istanbul, resulting in seamless delivery across logistics, content, and hospitality. We also treated place as a catalyst: operational immersion at ZBP was intentionally paired with the inspiration of Maraya and AlUla, using the Kingdom’s cultural landscape to foster high‑trust discussion and durable relationships.
Execution was anchored by a disciplined, cross-functional team, Faraj Tarhini (Vice President – CMD), Ali Al Hajj (Digital & Distribution Director), CMD’s Marketing Department, and Zahid Travel, whose ownership was evident in every detail.
Planning commenced in September 2024, applying lessons from Dubai, Dublin, Athens, and Istanbul to elevate logistics, content, and hospitality.
Delegates consistently remarked that the program exceeded expectations, pointing to precise organisation, the ZBP tour, and AlUla’s distinctive setting.
The balance of working sessions at Maraya with curated experiences fostered high trust, deeper partnerships, and clear alignment on performance priorities.
As the DMF rotates annually among dealers, we’re next scheduled to host in 2037.