The HEAVY EQUIPMENT AND TRUCK (HEAT) SHOW has officially opened its doors at the Dharan Expo, bringing together key players in the heavy equipment and trucking sectors. Running daily from 4 PM to 10 PM until 21 November, the show is set to be the region’s premier hub for innovation, networking, and industry insights.
Kicking off the event in grand style, TATA Motors unveiled its All-New Tata Prima 4440.S AMT Euro-V, the brand’s first Automated Manual Transmission (AMT) truck to debut in Saudi Arabia. Designed specifically for the Middle East, the Prima 4440.S AMT combines advanced engineering with robust performance to meet the diverse demands of the region’s logistics and transport sectors.
Speaking at the launch, Anurag Mehrotra, Head of International Business, Tata Motors Commercial Vehicles, stated, “Saudi Arabia is a key region for Tata Motors, where we have proudly established a strong presence and are serving the customers for decades. As the Kingdom undergoes rapid transformation, we remain committed to supporting its evolving mobility needs with our advanced solutions. With a strong focus on innovative technologies, reliability and customer profitability, we are proud to launch our first Automated Manual Transmission truck in the Kingdom. We are confident that its world-class reliability, performance and smart features will aid the country’s ambitious growth aspirations and offer long-term value for our customers.”
In addition to the Tata Prima Euro-V, Tata Motors is showcasing five other high-performance models tailored for the Saudi market. The company’s pavilion also features interactive activities, including a virtual reality demonstration for visitors to explore the truck’s features.
An Action-Packed HEAT Show
The HEAT Show is showcasing some of the biggest names in heavy equipment and transport, including JuffaliTrucks and Daimler Trucks, who will unveil the Euro-V Actros in the Eastern Region of Saudi Arabia for the first time. Major announcements and launches are also expected from XCMG and eXpertise, one of the Kingdom’s fastest-growing machinery rental companies.
Event highlights include:
- Tata Motors – The flagship All New TATA Prima 4440.S AMT is debuting in the Kingdom for the first time, as well as five other high-performance models tailored to suit the specific needs of the Saudi market. Visitors can also participate in a series of on-stand activities including a special VR demonstration.
- JuffaliTrucks and Daimler Trucks – Showcasing advanced heavy vehicles, including the Euro-V Actros.
- Live Equipment Demonstrations – Experience cutting-edge machinery in action.
- Innovative Technology Displays – Explore solutions transforming the heavy equipment and truck industries.
- Key Industry Insights – Engage in discussions on market trends, sustainability, and growth strategies.
Stephen White, HEAT Show Head of Content, commented, “This event serves as a platform for industry leaders to exchange knowledge, explore cutting-edge technology, and strengthen partnerships, all while highlighting the immense opportunities within the Kingdom’s dynamic market.”
With Saudi Arabia’s Vision 2030 driving a surge in infrastructure and development projects, the HEAT Show is a key platform for showcasing the equipment and solutions supporting the region’s ambitious transformation.
Visitor Information
Location: Dharan Expo, Dammam
Dates: 18–21 November 2024
Show Times: 4 PM to 10 PM daily
Admission is free for industry professionals, with onsite registration available.
