In September 2013, CNH Global and Fiat Industrial merged to form CNH Industrial. With a portfolio of high-profile names such as Case Construction and New Holland Construction, the newly formed company enjoys a significant share of the region’s PMV sector.
As CNH Industrial’s business director for the Middle East, Dragan Krznaric explained these brands have succeeded in flourishing despite the backdrop of an uncertain market.
“I’d say that 2013 was a good year for Case and New Holland, and that – to some degree – is against the market trend,” he told PMV. “In comparison to 2012, the market dropped slightly last year. Even so, it was a good year for us because of the measures that we had previously taken to strengthen our position.”
Prior to the establishment of CNH Industrial, Krznaric and his colleagues had been taking steps to strengthen their regional dealer network and to expand their footprint in the Middle East. In 2013, these measures helped Case and New Holland to progress against the market tide.
“Our authorised distributor for KSA Roots Group Arabia opened two new facilities in 2013: one in Riyadh and the other in Dammam,” explained Krznaric. “This has significantly strengthened our dealer network in Saudi Arabia.”
Pleasingly, from Krznaric’s perspective, Case and New Holland have enjoyed gains in both the compact and heavy machinery markets.
“In terms of sheer numbers, skid-steer loaders have been by far our biggest volume sellers,” he said. “However, we have also experienced significant growth in terms of wheel loader and excavator sales.
“Historically, Case and New Holland have been thought of as compact machinery producers,” Krznaric concluded. “However, we are starting to achieve a healthier balance between light and heavy. Obviously, we want to maintain a strong position in the compact sector. Even so, we are happy to witness the development of a more balanced product portfolio.”
