Capital Equipment News

CAPITAL EQUIPMENT NEWS

OCTOBER 2015

ase is a distributor of construction

and earthmoving equipment and

has been well established in the lo-

cal market for the past 50 years. Distrib-

uted by CSE, the company has an exten-

sive distribution network of branches and

dealers which cover the major centres of

South Africa.

Case confirmed its intention and com-

mitment to the brand with its display at

Bauma Conexpo Africa 2015, where the

products on display represented its broad

range, which offered customers a com-

plete solution for their specific needs. With

this range and dedication to the compre-

hensive support parameters, Case aims to

provide the perfect platform to assist its

customers to run their business efficiently.

“Case has a definite strategy to further

develop its business in South and south-

ern Africa, which means strengthening the

dealer network, creating more awareness

for the brand and developing products

that are correctly specified for operation

in the region,” said Franco Invernizzi, CNH,

Senior Director for Africa and Middle East,

during an exclusive interview with Capital

Equipment News in Johannesburg.

“South Africa is now partnered with the

Middle East in the company’s new man-

agement restructure programme, with

headquarters in Dubai. With the two geo-

graphic areas becoming more important

to CNH Industrial, the Dubai office houses

the sales, service and parts teams that

service the region. As these three areas

are similar in climatic conditions and ter-

rain, it will give us the incentive to develop

machines and refresh the range specifi-

cally for those markets,” continued Inv-

ernizzi.

“Every market has a specific need and it

is therefore time to shift our focus from

the North American and European mar-

kets and concentrate more on the mar-

kets where local needs are satisfied. This

means providing units where different

engine regulations, and also being less

electronic, will ensure a greater reliabili-

ty and make servicing much simpler. This

strategy will enhance our penetration into

markets like Africa, Middle East and Asia,”

said Invernizzi.

A typical example is the new Case 570T

backhoe loader, which has been designed

and engineered specifically to meet the

requirements of customers in the more

remote areas. This unit represents the

continuity of the Case DNA, built on the

company’s long history of industry firsts

which includes the first factory-built trac-

tor loader introduced in 1957. Powered by

the FTP Industrial S8000 Series engine,

the 570T offers superior performance,

high torque and best-in-class fuel econ-

omy. The S8000 engine is well-known in

the African and Middle Eastern markets

and is well suited to a diverse range of

applications, including new sectors such

as agriculture and plant hire.

The Case 570T backhoe has a reach of

5.58 m with the Extendhoe dipper version,

giving it a deeper reach than any other

loader in the segment. The heavy duty

front axle handles heavy duty applications

even in extreme terrain and when com-

bined with a 4WD option and 100% lock-

ing differential fitted to the rear axle, per-

formance is further increased. The largest

cab in the industry is fitted as standard to

the 570T, making it ideal for some mar-

kets where a driver’s assistant needs to

be transported to the work site.

“Our main concentration in the short term

is to ensure our distributors have all the

facilities necessary to make them suc-

cessful. Consequently, this gives us the

impetus to achieve our goals of increasing

our market penetration in the region. Case

Construction Equipment is providing ex-

tended warranty options and maintenance

packages, CNH Capital, the financial pack-

ages to assist the distributors. Also high

on the priority list is an intensive training

programme for dealer sales personnel

which will ensure that before a machine is

sold a thorough evaluation of the applica-

tion has been conducted and the correct

machine offered to the customer. With all

our strategies in place we are confident

that we will be rated amongst the top

three brands in South Africa.” concluded

Franco Invernizzi.

CASE EQUIPMENT

to increase focus on southern African markets

by Pierre Sanson

Brenton Kemp, Div MD CSE, Franco Invernizzi, Snr Director

Africa and Middle East