Following an announcement to expand its construction lineup into new markets, John Deere has made public the first three construction and forestry dealers responsible for the Southern African region.

These are AFGRI Equipment, Mascor and Senwes Equipment. 

John Deere says each of these dealer groups has made “significant enhancements to their business model” to serve construction and forestry customers and support the new product and service offerings.

As part of their readiness to effectively sell and support the new products, local John Deere and dealer employees have also been trained on the use and management of the equipment.

“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 AFGRI Equipment construction and forestry business Pieter Nel. 

“We aim to not try and replicate, but to offer unique, innovative and exciting value propositions to customers.” 

“We are focused on customer service – this is not a department, but an attitude, backed up with the necessary skill and resources,” adds Mascor CEO Bill Comins. “We are ready to dig in and get our hands dirty.”

The new dealers have been named to represent John Deere branded construction and forestry products not previously available in the region, including backhoe loaders, wheel loaders, motor graders, crawler dozers, and the latest series of John Deere excavators.

A full range of products and services will also be offered to forestry customers. Product offerings include skidders, feller bunchers, tracked harvesters and forwarders.

“We want to offer solutions on all business platforms, therefore we are launching a separate and specialised John Deere Financial solution on construction and forestry equipment,” adds Antois van der Westhuizen, MD for John Deere Financial in Africa.