Capital Equipment News May 2021

divisions created within their stables. A dedicated department for each market segment means that each product line will be given the special attention that it deserves without diluting focus,” says Makgate. He is convinced that these dealers are well geared to support the construction product despite their agricultural background. “These companies were earthmoving equipment dealers before we appointed them John Deere construction and forestry representatives, so they are well versed with the construction product that we are adding to their stables. They have supported these types of machines before – the fact that they were more focused on the agricultural market doesn’t really matter, because the concept is the same,” he says. In fact, says Makgate, the mentality around parts availability in the agricultural market is more advanced than in the construction sector, and these appointed dealers will bring that sense of urgency to the segment. “Agricultural dealers traditionally have a greater focus on parts availability than their construction counterparts. For example, the planting and harvest seasons are very crucial for farmers, and equipment downtime is therefore out of question. Parts availability is thus crucial; it is generally a norm in the agricultural sector that a replacement part is delivered within 24 hours of order. We are bringing that same mentality of our agricultural dealers to the construction side of the business as well,” explains Makgate. A key competitive edge of the three dealers, adds Makgate, is their expanded support network in their respective jurisdictions. Generally, they all have branches close to major towns, allowing them to offer quick service to customers operating within every corner of the region. The dealers have undergone extensive training to ensure that their teams are ready to support the new products in the market. “As part of the onboarding process, the dealers have undergone three different levels of training – theoretical, in-field as well as technical and sales. However, training, as part of the John Deere culture, will be continuous,” says Makgate. Wide range from one stable The expansion of the construction line-up, says Makgate, gives African customers a total solution from one stable, supported by John Deere Financial. For example, a construction

Appointed dealers will offer the full Deere-branded excavator range from 21 t to 40 t.

contractor looking for an excavator and an asphalt paver will be able to buy a John Deere excavator and a Vögele paver from Wirtgen as a package deal, financed by John Deere Financial. Having purchased, in 2017,the Wirtgen Group, which boasts five premium brands – Wirtgen, Vögele, Hamm, Kleemann and Benninghoven – spanning milling, processing, mixing, paving, compaction and rehabilitation operations, John Deere has a comprehensive construction offering from one stable. Additionally, agricultural customers

will also benefit from a single point of contact for their equipment needs. For example, apart from a tractor they can also now purchase a motor grader from a single John Deere dealer, using a single financier. “We want to offer solutions on all business platforms, therefore we are launching a separate and specialised John Deere Financial Solution for construction and forestry equipment,” concludes Antois van der Westhuizen, MD for John Deere Financial in Africa. b

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CAPITAL EQUIPMENT NEWS MAY 2021