Case IH dealers from across Europe have gathered in Linz, Austria, to hear the business’s management lay out ambitious plans for the next few years, as it seeks to develop the marque’s widely-recognised role as the major provider of professional products and services for productive, efficient farming enterprises.

Under the slogan ‘Spread the Red’, the manufacturer’s European Dealer Convention saw its management present some impressive growth figures, building on the successes of recent seasons. As well as ambitious future plans, a significant number of new product developments were revealed in a presentation that indicated clearly the firm’s focus on innovation and growth.

"I am convinced that the development we are going through in Europe in every way rivals the growth experienced in the USA," said Andreas Klauser, President and CEO of Case IH. "We have innovative products which are setting standards in the industry, backed by motivated employees and dealers offering first-rate service. The Europe-wide network of which they are part is central to helping farmers to achieve success.”

Matthew Foster, Case IH Vice President responsible for the European market, stressed that the marque’s clear objective in Europe is to build on and continue the rapid market development it has enjoyed in recent years.

“Case IH is known for being a dynamic brand which is clearly geared to its customers and their needs," he noted. "We asked our customers what they really need and the answers provided us with a clear standard to meet: reliability, high performance, economic efficiency, and solid back-up with fast response to spares and service needs."

Paul Harrison, Harvesting Manager for Europe, illustrated the point, saying that special attention had been paid to the requirements of the European combine market. More powerful engines, lower fuel consumption, front tracks, larger grain tanks, residue management and more efficient headers with wider cutting widths were just some of Case IH’s responses, he said.

“What's more, with the innovative precision farming technologies made possible by our Advanced Farming System (AFS), we are able to diagnose problems remotely and take remedial measures while operations are ongoing, even making changes from the farm office."

Case IH Product Offering Expands Across All Power Classes

Meanwhile, Matthew Foster said that, while Case IH's leadership in the powerful large tractor segment was important to the company, it regarded small and medium-sized enterprises as having the exactly same need for innovative and reliable technology.

“In the context of our European growth strategy ‘Spread the Red‘, we are currently intensively expanding our range of efficient all-round tractors for small and mixed farms, with world-class FPT engines constituting one of our many strengths."

He stressed that Case IH’s network of knowledgeable, dedicated dealers was a key driver behind the campaign for ‘Red Excellence’, backing the company’s claim to reliably and permanently provide more than merely a standard service.

Farmers in Europe in the Mood to Invest – A Good Year for Case IH

European head Mr Foster expressed great satisfaction with the business progress in his area of responsibility.

"We have to date had a gratifying year, and experienced continuous growth in all regions – tractor sales, for example, are up almost five per cent.

“In addition, the Eastern Europe growth markets, including Romania, Bulgaria and Serbia, as well as the Ukraine, are developing in a very pleasing way. At the beginning of the year Case IH launched in these countries a marketing collaboration with Titan Machinery, one of the leading Case IH dealers in the USA, and this venture is coming on splendidly."

Clear Targets

The dealers were also shown marketing and sales plans for the coming years, with some ambitious targets. The plans call for an overall sales increase of 50 per cent by 2015, translating into a move from the current figure of almost €780 million (~$990 million) to over €1.16 billion (~$1.47 billion).

Innovative Technologies

Innovations unveiled to dealers at the event ranged from low-emission engines to the latest transmission technologies and more powerful Axial-Flow combines, plus plans for improved customer service and a highly effective spare parts logistics system to ensure even greater customer support.

New harvest technology and precision farming divisions were also introduced, while, in addition, Case IH used the convention to present a number of new products for the first time. These included the new Farmall C series, and the new CVX version of the Case IH Magnum with its innovative, continuously-variable dual clutch transmission.