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John Deere eyes Africa construction market

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John Deere has announced its intension to compete in the construction sector in eighteen countries across southern and western Africa, where Deere-branded construction products were not previously available.

This expansion, which will include the availability of backhoe loaders, excavators, wheel loaders, motor graders, and crawler dozers, will be sold and supported by independent, newly appointed John Deere dealers. Targeted countries include South Africa, Botswana, Zimbabwe, Swaziland, Namibia, Zambia, Kenya, Uganda, Mozambique, Angola, Malawi, Tanzania, Ethiopia, Egypt, Rwanda, Burundi, South Sudan, and Sudan.

“This expansion provides an opportunity for us to increase our global footprint in the construction industry, as we build upon our existing presence in Africa and deliver our product portfolio under the John Deere brand for the first time to these key markets,” said Jaco Beyers, managing director for John Deere Africa Middle East.

In Africa, John Deere is well represented in the agricultural market, as well as an increasingly prominent player in the construction and forestry industries in many parts of the continent. This expansion marks the first time that the John Deere construction products are sold under the John Deere name in these key markets. In this new era, John Deere is taking full control of the marketing and support of its own branded construction products.

Customers in these markets will also have access to product support through the world-renowned John Deere dealer network. Each piece of John Deere construction equipment will be supported and serviced by highly trained and certified equipment technicians who are in turn supported by a network of regional parts distribution centres, including one in Kempton Park, Gauteng.

Customers will also have access to the John Deere suite of technology solutions, including JDLink™ Telematics, which provides valuable fleet insights on the job site.

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