Structural changes to strengthen Case CE’s position in South Africa

Following collaboration stretching over several decades, Case CE’s acquisition of South African distributor CSE by the brand’s parent company, CNH Industrial aims at bringing the brand even closer to its customers and market as a whole, further enhancing on-ground service and exceptional customer support.

CSE is one of the four divisions of Capital Equipment Group (CEG), which CNH Industrial has purchased from Invicta Holdings Limited, and forms part of a fully-owned CNH Industrial legal entity based in South Africa. The other divisions are the agricultural distributor Northmec; spare parts distributor NHSA; and Landboupart, a distributor of agricultural equipment spare parts and implements.

By taking full operational management of its commercial distribution and aftermarket network, CNH Industrial aims to further develop its brands’ presence together with aftermarket sales and services in South Africa and other Southern African markets, strengthening its position and ties with its customer base.

CSE is a well-established equipment distributor operating for more than 50 years in the market and the sole distributor of CASE CE’s full product offering. Commercial and aftermarket sales and services will continue to be delivered at the high standard expected by customers, said Graham Forte, CSE’s Managing Director.

Through innovation and specialized technical support in both commercial and aftermarket services, CSE is confident to continue to be market leader by delivering exceptional customer service and comprehensive solutions for construction-related sectors.

Following the final approval by South Africa’s Competition Commission and the subsequent conclusion of the deal, the newly appointed Managing Director of CNH Industrial Agriculture and Construction SA, Federico Bellotto, confirmed the brand aims to devote a strong focus to its business in this territory, provide customers with the best all-round support and ensure its product offering for the market perfectly matches the specific requirements of local agriculture and construction.

Bellotto, who was previously the Business Director for New Holland Agriculture and Construction, said this investment marks an evolution for CNH Industrial in the Republic of South Africa, one of the most important markets for the company in Africa and the Middle East, as well as the wider southern Africa area. It also proves the company’s confidence in construction’s potential in the region, which accounts for almost a third of the entire continent’s production.