Case strengthens its brand in the global marketplace

Case Construction Equipment is gearing up to assemble excavators at its plant in Italy as part of company’s repositioning within the global marketplace, which was announced last May. The excavators will be from Sumitomo, Case’s long-term Japanese partner, said Andy Blandford, Case’s vice president for construction equipment in Europe, Middle East and Asia.
April 23, 2015 Read time: 2 mins
Andy Blandford, Case’s vice president for construction equipment in Europe, Middle East and Asia.

176 Case Construction Equipment is gearing up to assemble excavators at its plant in Italy as part of company’s repositioning within the global marketplace, which was announced last May.

The excavators will be from 2714 Sumitomo, Case’s long-term Japanese partner, said Andy Blandford, Case’s vice president for construction equipment in Europe, Middle East and Asia.

Case merged 5895 New Holland, an international manufacturer of agricultural machinery, in 1999 to form CNH Global, now CNH Industrial.

New Holland has also had mini-excavators, skidsteer loaders and loaders, made by its South Korean partner 2200 Kobelco. Until last year, Case and New Holland competed in some construction equipment markets but would also attend equipment expositions side by side, explained Blandford.

“We had essentially two independent dealer networks competing with the same products. Long term it made no sense for the group to do this,” he said. But the Kobelco partnership with New Holland is winding down and will finish by the end of 2017.

“At Case, for 20 years we’ve been dealing with Sumitomo for excavators and this is a long-term relationship that we are building on. As well as taking products from Sumitomo’s plant in Chiba, Japan, we will also assemble Case-branded Sumitomo excavators in Case plants around the world. But not in America at the moment. Our prime focus is South America, especially Brazil where there is financial support for capital equipment for locally-manufactured product,” said Blandford.

Case remains committed to INTERMAT, said Blandford. “We’re convinced we need to be at this show. We have messages to give customers about the power of the Case brand. And because Europe is key for us and the French market is critical for us and we need to be here in France.”

Earthmoving & soil compaction

For more information on companies in this article

Related Content

  • Progression in concrete plant and mixing solutions
    July 14, 2014
    Big orders for and progress in plant and concrete mixing technology has been continuing at a rapid pace over recent months, as Guy Woodford reports Shantui recently completed an eye-catching US$3.2 million deal with a customer in the United Arab Emirates for 50 concrete mixer trucks. The deal is said to be an important breakthrough for the Chinese company’s concrete machinery in the Middle East market, raising brand awareness and laying a solid foundation for building market share. Over the past y
    Read More
  • Indeco breaker technology cuts costs by 20%
    April 12, 2016
    Hydraulic breaker specialist Indeco has developed new fuel-saving technology for its entire range of breakers. Compared to other breakers of the same size and capacity, Indeco’s can now deliver fuel savings of around 20%. “If you consider quarrying, by far the biggest cost is the fuel that the excavator consumes. If you can reduce the fuel used, you reduce your overall cost of production significantly,” said Indeco’s marketing director Michele Vitulano. “Reducing fuel consumption is also important for ro
    Read More
  • Italian Samoter and Asphaltica exhibitions report strong attendance
    May 13, 2014
    The Italian Samoter and Asphaltica 2014 joint exhibition run in Verona, Italy attracted in excess of 40,000 visitors. According to the organisers, the response to the jointly run shows reveals signs of steady recovery for the European market. Of those visitors some 15% came from outside Italy and from 55 countries in all. The top ten nations represented in terms of attendance were France, Germany, Switzerland, USA, The UK, Russia, Slovenia, China, Brazil and Spain. There were 445 exhibiting companies (106 f
    Read More
  • The Fayat Group is growing its US operations
    March 9, 2017
    The Fayat Group is steadily developing its operations and its presence in the North America market. President Jean-Claude Fayat explained the firm’s position at CONEXPO-CON/AGG 2017. The high value of the US$ against the euro has been of benefit to the group, he said: “For sure it’s helping to improve our margins.”
    Read More

Highlighted Content