CNH launches Case dealer rental programme

CNH Industrial is to implement a rental and used equipment programme with its Case Construction dealers, focused on North and South America, Europe, South Africa and Australia and New Zealand.

Under the programme, which will be launched in early 2022, dealers will be encouraged to rent the entire range of Case equipment from skid steers up to 35 tonne excavators and to sell certified used Case machines.

Case SV Series backhoe loader A Case backhoe loader. The rental programme will include Case products from small skid steers up to 35 tonne excavators.

The programme is being managed by Graziano Cassinelli, Global Head of Rental and Used at CNH Industrial. Cassinelli is an experienced OEM rental manager who has worked at Caterpillar, CGT and Barloworld, and until November this year at Liugong.

“The development of rental and used equipment will grant to our dealers the necessary competitiveness to face the future challenges”, Cassinelli told International Rental News, “The Case network will invest in innovation and technology. This innovation will insure the sustainability of our dealers.

“The objective is to get back our market share, using almost two centuries of our brand history - to go to the dealers with options, new agreements in terms of network management and with rental and used.”

There are more than 200 Case dealers around the world and approximately 20% of them are renting equipment, said Cassinelli; “And we want to increase that to 50% by 2026.”

IMG_20200312_085856 (1) Graziano Cassinelli, Global Head of Rental and Used at CNH Industrial.

“We will support dealers in terms of credit – financial support. We will support them in terms of innovation, such as a rental website template and with rental management systems, and promote certified used equipment. These will be available over the next few months.”

The rental initiative will cover just Case machines, and Cassinelli added; “In the future we will evaluate different options in terms of the product line.”

Cassinelli said the move towards rental and used equipment was part of a wider “renaissance” in CNH Industrial’s approach towards construction equipment.

“Our new Construction President, Stefano Pampalone, is enacting a lot of changes across the organisation. One area is rental and used equipment, also digital, and to empower the factories to have a wider vision on the product line.

“Agriculture may be the ‘big brother’ in CNH, but construction is an important piece of the cake. We are investing in construction.”

The priority areas for the rental and used project will be North and South America, Europe, Australia/New Zealand and South Africa; “Other territories will be included in phase 2.”

Some pilot projects involving CNH-owned sites in France, Germany and South Africa will start renting in early 2022. There is no overall branding for the rental programme yet, although there is a ‘certified’ brand for Case used equipment.

How does he view the competitive landscape with the rental sector? “Earthmoving equipment represents around 30% of the business of most independent rental companies, so we will not be competing with 70% of their product range.

“In any case, the best dealer is the one who can do everything, and play well in the rental field.”


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