Capital Equipment News October 2015

CASE EQUIPMENT to increase focus on southern African markets by Pierre Sanson

C 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.

Brenton Kemp, Div MD CSE, Franco Invernizzi, Snr Director Africa and Middle East

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. b

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