De Rosa’s Highway Motors now has a Case IH franchise to go with its existing New Holland line arming the dealership with an impressive choice
In the quickly evolving thrust to combine Case IH and New Holland tractor brands under one roof, CNH has handed De Rosa’s Highway Motors a Case IH franchise to add to its existing New Holland model range.
What was previously two dealers in fierce opposition on colour and price, selling either a Case IH or New Holland badge, is quickly evolving into a one-dealer operation that offers both badges. And it’s a pattern being duplicated across all states.
And while it’s not quite the Super Dealer status program embarked on by John Deere where only six dealerships across the country now control multiple retail yards, it may well be the forerunner to Super Dealer regional status retail yards that will retain the dealer principals’ absolute control of their operation.
Not everyone in the industry is convinced that a yard run by a manager under a Super Dealer structure can match the wisdom of a dealer principal controlling his well-trodden patch, even if that now means a further 150kph drive up the road.
However, the current scrum to seek out operators with the deepest pockets to take on board the host of expensive models and precision technology upgrades that all need specialist technicians, is rapidly developing.
And this isn’t the first time CNH badges have been in quest to embolden the most favoured.
When Case IH merged with New Holland Ag to form parent company CNH Global in 1999, it became obvious that a small-town operation with two dealers about to sell the same production run tractor, albeit in another colour, could not be sustained.
What followed was a bloodletting with either the Ford New Holland or Case IH yard closing. It was observed at the time that just a one-word slip-up, or slow payment, could see a contract terminated immediately to achieve one-yard status.
This time around, the main difference is that it’s not town-focused but regional-focused as to where the level of sales turnover makes a dealership viable. One or two yards become three or four, and with that scale-up, it justifies the investment in training technicians and the outlay for an expensive workshop upgrade.
At most risk is a family-run dealership with a simple succession plan of the next generation taking over, a scenario that bean counters dread, and not on any international corporate radar.
There is a noticeable difference with De Rosa’s getting the nod to stock Case IH along with New Holland. This time around, there is no takeover of a dealer already representing Case IH.
The nearest dealer with a Case IH franchise is Wanneroo Ag, 139km north of Waroona WA.
De Rosa Highway Motors adds Case IH to Waroona dealership
De Rosa’s Highway Motors in Western Australia has added a Case IH franchise to its Waroona WA dealership, including servicing of the wider Margaret River area stretching south to Manjimup WA. DeRosa’s already sells New Holland from the same dealership.
In addition, the dealership has also been granted a K-Line Ag franchise. This expands the dealership’s offerings to include two of the world’s well-known agricultural equipment brands.
With this latest addition, De Rosa’s Highway Motors now represents three of CNH’s top-tier brands, including New Holland, Case IH, and K-Line Ag, reinforcing the dealership’s commitment to providing farmers, contractors, and agricultural professionals with a wide choice.
Established in 1968, De Rosa’s Highway Motors has built a strong reputation for exceptional service and high-quality equipment for Waroona south of Perth, and surrounding regions.
Gavin Dunstan, Dealer Principal of De Rosa’s Highway Motors, said Case IH brought cutting-edge technology and innovative solutions to the dealership’s portfolio, offering high-performance equipment such as tractors, harvesters, and hay equipment, while K-Line Ag strengthened the offering with its exceptional tillage and soil management solutions.
“We are thrilled to expand our range with Case IH and K-Line Ag, further solidifying our role as a leading supplier of world-class agricultural equipment,” Gavin explains. “These additions enable us to offer even more options to our customers, backed by the industry-leading service and support that has been a cornerstone of our dealership since 1968.”
As well as offering an expanded machinery and equipment portfolio, Gavin said the business was also committed to supporting its customers with expert parts, service, and maintenance, ensuring the optimal performance of all equipment.
CNH Business Director Agriculture ANZ, Aaron Bett, congratulated De Rosa’s on the latest development and said it was an important addition to the Case IH dealer network.
“De Rosa’s is a respected name in the region, serving the local farming community so well for so many years. With the Case IH and K-Line Ag brands now added to its range, we can see some exciting opportunities for both the brands and local customers,” Aaron Bett added.
Customers are encouraged to visit the dealership to explore the full range of equipment and speak with the knowledgeable team about the best solutions for their farming operations.
See the full Case IH and New Holland range at De Rosa’s Highway Motors on this link. Or call direct on tel: 08 9733 1462, or mobile: 0499 057 273.
In other combined Case IH New Holland news
Catch up on how Wise Machinery has added Case IH yards to its formerly exclusive one-yard New Holland offering here.
