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

  • China’s rising construction equipment sector in focus at CONEXPO
    February 13, 2017
    In recent years, China construction machinery industry has made great achievements, a fact that will be featured at this year's CONEXPO-CON/AGG. China’s Chamber of Commerce for Import and Export of Machinery and Electronic Products and the China Construction Machinery Association will introduce China construction machinery industry at its booth, G2116A. Chinese construction equipment makers are the world’s largest producers of mobile cranes, wheeled loaders, excavators and now also concrete pumps than
    Read More
  • Everything is AquaClear for Terex Washing Systems
    March 11, 2017
    Terex Washing Systems (TWS) has staged the global launch of Terex AquaClear Water Management Solutions at CONEXPO-CON/AGG 2017. Oliver Donnelly, TWS global business line director, said: ‘It really is an exciting time for TWS and we are delighted to be able to offer an end-to-end solution for washing and water management from TWS, a single supplier. We are launching a full range of water management products to include clarifying tanks, flocculent dosing systems, filter presses and all associated equipment
    Read More
  • Sophisticated machine telematics packages offered
    September 27, 2013
    Several of the major equipment manufacturers now offer sophisticated telematics packages fitted as standard to their machines. Caterpillar and Komatsu were amongst the leaders in this field, allowing a high level of access to a machine's systems and sub-systems for performance monitoring, maintenance management and geofencing purposes for example. To the customer this offers the chance to address fleet running costs and utilisation, reduce the risk of theft and increase overall efficiency. Customers can eve
    Read More
  • New focus on hydraulics operations for Lonking
    November 12, 2014
    Lonking widening its product range and developing its hydraulics components operations - Mike Woof reports Shanghai-based Lonking is best known as a major supplier of wheeled loaders, and as one of the market leaders in China. The company has followed a path of diversification in recent years however, significantly widening its product range and with its excavator business in particular proving successful and taking a substantial share of the Chinese home market. Other Lonking products rolling off the produ
    Read More

Highlighted Content