Construction World May 2021

COVER STORY

JOHNDEERE LAUNCHES CONSTRUCTION PRODUCT LINE INAFRICA

John Deere, the agricultural giant, prominently known for its green machines, announced in April 2021 the decision to bring their construction and forestry product line back under its wing for the Africa Middle East branch. This expansion marks the first time that John Deere construction products are being sold under the John Deere name in 18 countries across Africa. John Deere is taking full control of the marketing and support of its own branded construction products.

“W e have a deep-rooted presence in Africa in the agriculture market, and we know construction customers in these markets are eager for access to the John Deere brand and its many advantages,” says Griffiths Makgate, Sales Manager, John Deere Construction & Forestry, John Deere Africa Middle East. “John Deere and their dealers are excited and committed to serve their extended customer base. John Deere plans to expand its construction lineup to 18 countries across Southern and Western Africa. These countries include: South Africa, Botswana, Zimbabwe, Swaziland, Namibia, Zambia, Kenya, Uganda, Mozambique, Angola, Malawi, Tanzania, Ethiopia, Egypt, Rwanda, Burundi, South Sudan and Sudan. “This expansion provides an opportunity for us to increase our global footprint in the construction industry as we build on our existing presence in Africa and deliver our product portfolio under the John Deere brand for the first time to these key markets,” says Jaco Beyers, Managing Director for John Deere Africa Middle East. “As we move into these new countries, we are delivering on what customers expect from the John Deere brand.” AFGRI Equipment, Mascor and Senwes Equipment are the first three dealers announced that will be at the forefront to serve the Southern African market. These are household names in the farming community and will now also be delivering dedicated sales and

services to the construction and forestry customer. “Our approach is to leverage the John Deere brand and product power with the established and highly reputable AFGRI Equipment customer focus and footprint in Southern Africa,” says Pieter Nel, C&F Business Leader for AFGRI Equipment. “We aim to not try and replicate, but to offer unique, innovative, and exciting value propositions to customers.” Each dealer has developed dedicated personnel and resources to ensure a focus on these unique and critical customer segments. “We are focused on customer service. This is not a department, but an attitude backed up with the necessary skills and resources,” adds Bill Comins, CEO of Mascor. “We are ready to dig in and get our hands dirty.” Support and service Each piece of John Deere construction and forestry equipment will be supported and serviced by highly trained and certified equipment technicians who are in turn supported by a network of global and regional parts distribution centers. All dedicated construction and forestry dealers have received the necessary certified John Deere training. In April 2021, five days were dedicated to operator training for John Deere staff and their dealers. Motorists might have noticed these machines operating during the day next to the R21 between

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