Case dealers to see rental and certified used equipment program this year

By Murray PollokJanuary 03, 2022

Graziano Cassinelli, global head of rental and used at CNH Industrial

CNH Industrial plans to launch a rental and used equipment program with its Case Construction dealers early this year, encouraging them to rent the entire range of Case equipment, from skid steers up to 35-tonne excavators, and to sell certified used Case machines.

The program 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 at Liugong until November of last year.

“The development of rental and used equipment will grant to our dealers the necessary competitiveness to face the future challenges,” Cassinelli was quoted. “The Case network will invest in innovation and technology. This innovation will ensure 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.”

Casinelli continued, “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 toward rental and used equipment was part of a wider “renaissance” in CNH Industrial’s approach to construction equipment.

The rental program will include Case products from small skid steers up to 35-tonne excavators

“Our new construction president, Stefano Pampalone, is enacting a lot of changes across the organization. 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 two.”

There is no overall branding for the rental program yet, although there is a ‘certified’ brand for Case used equipment.

How does Casinelli view the competitive landscape within 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,” he said.

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