The strategic importance of the South African market for CNH was highlighted by the visit of the company’s construction segment leadership team on 1 – 3 July. Emre Karazli (CNH Vice President Construction Segment, APAC & AME), Dragan Krznaric (Business Director Middle East and Africa), and Andrea Povolo (CFO Construction Equipment, APAC & AME) travelled to South Africa to conduct an in-depth business review and deep dive into defining the future of CNH in the region, focusing on CASE Construction Equipment and New Holland Construction.
Emre Karazli highlighted the importance of the intensive business review meetings: “Our sessions in South Africa were pivotal. They allowed us to analyze the market, understand the emerging opportunities and align our strategies to not only meet but exceed our ambitious goals.” These meetings were instrumental in setting a comprehensive roadmap to elevate CNH’s business to the next level through focused action plans for immediate implementation.
Central to CNH’s strategy are its dealers, who play a crucial role in the brand’s success. The leadership team led by Johan Joubert, General Manager, Construction Equipment segment South Africa, CNH, visited Rebelo Agricultural Group, an example of dealership excellence. Having joined the CASE network in 2023, Rebelo has quickly become one of the top-performing dealers. The visit underscored CNH’s commitment to supporting and growing with its dealers, ensuring they have the tools and knowledge to succeed.
Jose Rebelo, founder of Rebelo Agricultural Group, expressed his appreciation of the support from CNH, emphasizing the importance of having a partner who understands the nuances of agricultural and construction challenges. “With CASE, it feels like a partnership that extends beyond mere business. It’s about building a legacy on the soil we value so much,” said Rebelo.
The leadership team also visited Northlands Business Holdings, a long-standing CASE customer. Discussions with Steven Cornelius, Workshop and Plant Manager and Wayne Swart, managing director at Northlands, focused on future projects and continued collaboration. Northlands, with its vast fleet of CASE equipment, has developed robust ties with the brand, reflecting CNH’s commitment to nurturing long-term client relationships that are foundational to mutual growth and success. Northlands Business Holdings is involved in developing industrial parks, estate townhouses, hotels, and upmarket houses, with its head office in Johannesburg. Their current CASE fleet includes 2 telehandlers, 8 backhoe loaders, 2 excavators, and 2 skid steer loaders, essential for their extensive construction and property management operations.
Another highlight was the visit to Kanu Equipment, a potential dealer for New Holland Construction. Kanu Equipment has proactively fostered market growth for New Holland, demonstrating its commitment during its probationary period. This relationship is poised to enhance New Holland’s presence and service in the region, furthering CNH’s strategy of integrating global scale with local expertise. Kanu's extensive experience in the earthmoving and construction sectors makes them a promising partner for New Holland’s innovative solutions.
Throughout the week, the importance of establishing strong relationships with clients and dealers was a recurring theme. This approach not only ensures the success of CNH’s brands but also fosters community development and resilience. As Emre Karazli stated, “Our mission goes beyond construction and agriculture. It’s about cultivating relationships and communities. This visit has reinforced our commitment to these values, setting a precedent for how we operate globally.”
The visit by CNH’s leadership team to South Africa reaffirmed the company’s dedication to its partners, customers, and the larger community. By focusing on strategic alignment, deep market analysis, and community engagement, CNH continues to pave the way for a future built on innovation, collaboration, and mutual success.