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

  • Case and Mascus agree to work more closely
    September 18, 2019
    Following the launch of its Certified Used range of equipment earlier this year, Case Construction Equipment has partnered with Mascus, the company’s preferred third party marketplace in Europe. Mascus is available in 38 languages and with 33 offices worldwide. Mascus’ monthly audience is estimated at 3 million buyers and has a mobile app for buying used equipment. “Partnering with Europe’s largest online marketplace for used construction equipment provides the perfect platform for Case dealers to sho
    Read More
  • Chinese firm Shantui is developing a long term business strategy for growth
    November 13, 2014
    Chinese manufacturer Shantui is expanding its operations with a more diverse range of products – Mike Woof reports Chinese manufacturer Shantui is reorganising its operations to cope with the current tough market conditions, taking a long term view that is geared for future growth. The firm has expanded its operations significantly, broadening its product line away from its reliance on the bulldozer business where it has its origins. Demand for concrete equipment has been strong in China and the firm saw t
    Read More
  • Chinese firm Shantui is developing a long term business strategy for growth
    January 6, 2017
    Chinese manufacturer Shantui is expanding its operations with a more diverse range of products – Mike Woof reports Chinese manufacturer Shantui is reorganising its operations to cope with the current tough market conditions, taking a long term view that is geared for future growth. The firm has expanded its operations significantly, broadening its product line away from its reliance on the bulldozer business where it has its origins. Demand for concrete equipment has been strong in China and the firm saw t
    Read More
  • CNH boss takes on lightweight claims
    January 6, 2017
    Look around our stand at INTERMAT and you’ll see what we can do for the quarrying machine sector – that was the challenge from new CNH Construction Equipment president Mario Gasparri. The former CNH International general manager said the Group’s new C-Series of wheel loaders and crawler excavators on show countered any claims of a lack of dedication to the sector. Case Construction Equipment, also part of the CNH Group, weighed in by unveiling its new heavy duty C-Series CX470C excavator during the show.
    Read More

Highlighted Content