Case IH has expanded its dealer network with the appointment of three new dealers in Wales, Amaeth DilAgri Ltd, Richard Couzens Agricultural Machinery Ltd and West Mid Tractors Ltd, and a new sales area manager, Andrew Davies, to cover this developing region. The new appointments underline the resurgence of the brand and the demand for its products in the Welsh region.
Andrew Davies, a native welsh speaker, has an in-depth knowledge of the area and the products having joined Case IH from the brand’s parts division. Supporting the dealers and customers in Wales, Mr Davies is focused on winning back customers to the Case IH brand. “Our new dealers now provide a much needed local service and support to our customers in Wales. We now have good coverage with these new appointments and will be adding further dealers imminently.
“Having worked in a welsh agricultural dealership for 14 years prior to joining Case IH, I understand the demands they are under, the support they require and the importance of great service for the customers.”
Amaeth DilAgri Ltd
For Amaeth DilAgri Ltd dealer principal and owner, Dilwyn Llewelyn, selling the Case IH brand was a natural step following many years of providing quality used machinery. “I have sold tractors and agricultural machinery for nearly 25 years and set up DilAgri in 1993 to offer high quality second-hand machinery, primarily exporting to southern Ireland,” explains Mr Llewelyn. “As our business progressed, the availability of good quality machines became more limited and it made sense to work with a major manufacturer.”
Case IH’s representation in Wales had fallen back over the previous years, and the launch of DilAgri on 1 October 2007 made them the first of the new Welsh dealer network. “We moved to our new, larger Crymych premises at the same time as taking on the Case IH brand,” said Mr Llewelyn. Drawn by the high quality product range and the large number of Case IH customers in south west Wales looking for support, DilAgri is looking forward to developing the brand’s reach in Pembrokeshire.
“We are seeing strong interest in the whole Case IH tractor range from the JXU through to the high horsepower Magnums. And, of course, with our new workshops and we’ll continue to offer high quality servicing and maintenance from our experienced technicians under the watchful eye of our service manager, Alun Jones.”
Richard Couzens Agricultural Machinery Ltd
Based at Cowbridge in the Vale of Glamorgan, Richard Couzens Machinery Ltd is a new business venture that will represent the Case IH brand across southern Wales from Llanelli up to the Severn Bridge.
For dealer principal and business owner, Richard Couzens, establishing a new dealership was a great business opportunity and a chance to be reunited with the Case IH brand. “I’ve been in the agricultural business for more than 20 years, starting out with an International Harvester dealer before going to Lackham agricultural college.”
Working in local agricultural dealerships since college, Mr Couzens left his position as sales manager to start the new business, which opened on 1 March, and he is keen to show existing Case IH customers the latest tractors, balers and combines.
“Case IH has a great product range that is based upon proven reliability and the high quality of the Austrian-built machines is a common theme,” said Mr Couzens. “We have already had many enquiries for all the products, particularly the new Puma range. With a wide range of tractors, including the biggest on the market, and a proven family of combines and balers, all with good resale values, we’re confident we’ve have a product for every customer.”
With good service as important as good products, Mr Couzens is supported by service manager, Darren Bissmire, who has more than 12 years’ experience in the service industry. “We were impressed by Case IH’s approach to service, prompt delivery of parts and its extended harvest season cover. It is this high level of service that we want to offer our customers.”
West Mid Tractors Ltd
For new dealer West Mid Tractors Ltd, re-establishing the Case IH brand is the main priority and dealer principal, Mike Huntbach, is convinced that the strong product offering backed up by first-class service will draw customers back to the brand.
“I’ve been involved with Case IH’s historical brands, David Brown and International Harvester, since I started my farming life in the 1970s,” explains Mr Huntbach. “Although we looked at other brands, working with Case IH seemed the natural choice. In speaking with them and their current dealers, it was clear Case IH is committed to good customer service and supporting the dealers.”
Serving customers in west and central Shropshire, the Welsh Borders and west Cheshire from the new dealership in Montford Bridge, Shrewsbury, West Mid Tractors Ltd has already taken many orders, including two Magnum 310 tractors, despite only opening officially on 1 April 2008. Mr Huntbach expects to see strong demand for tractors across the range. “We have been very impressed with the new CVX tractor that we run on our own farm, and we have had a lot of interest in all the tractor models from the 80hp JXUs to the large Magnums.”
Running his own arable farm with a 400-sow breeding stock, Mr Huntbach knows that high quality service is the key to developing the business. “We are recruiting locally, but we are making sure that we have experienced people who know how to provide customer service. Chris Sankey, our service manager and a business director, has many years’ experience in this field. We are keen to demonstrate products to customers and show we can back it up with great service.”
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