“We Build Big”: Driving Growth Through Partnership, Innovation, and Customer
Focus
Lecce, Italy – CASE Construction Equipment hosted its 2026 European Dealer
Convention in Lecce, bringing together 120 participants from more than 60 deal
erships across Europe. The event served as a key moment to align on strategy,
share insights, and reinforce the company’s commitment to growth through
strong partnerships.
The event took place at one of CNH’s most important industrial sites, highlighting
the strategic role of the Lecce plant as both a manufacturing hub and a center of
innovation. With significant ongoing investments in technology, capacity and
sustainability, the facility represents a cornerstone of CASE’s global operations.
During the event, CASE leadership outlined the company’s strategic direction,
confirming Europe as a core market, with the dealer network recognized as a
fundamental driver of customer value and business success.
The comprehensive agenda addressed all key aspects of the construction equip
ment business. Market analysis highlighted a stable but evolving European
landscape, with growth opportunities linked to infrastructure development and
increasing demand for flexible ownership models, such as rental and used equip
ment.
Innovation remained a central theme, with updates on product development
across both compact and heavy equipment lines, as well as advancements in
automation, electrification, and digital technologies. Special application machines
and tailored solutions were presented as key opportunities to address niche mar
kets and expand business potential.
Marketing and customer engagement strategies were presented, focusing on
strengthening brand awareness, enhancing customer experience, and supporting
dealers through digital tools, local events, training programs, and targeted
initiatives.
Aftersales and customer support were highlighted as critical areas for long-term
success. Initiatives aimed at improving parts availability, enhancing service ef
ficiency, and leveraging telematics for predictive maintenance are designed to
increase machine uptime and strengthen customer loyalty.
CNH Capital showcased a range of solutions, to support both dealers and
customers. Flexible financing, rental-focused products, and liquidity tools are in
tended to facilitate sales and improve overall business performance.
In all interventions Dealers were recognized as strategic partners and a key driv
er of CASE’s success across all markets. The event concluded with a strong call
to action: turning the energy, insights, and collaboration of the convention into
concrete actions and driving tangible results in the market.
As EMEA Vice President Ciro Casapulla said during his speech, “WE BUILD BIG” is
more than just a claim:
“WE means that none of us wins alone. We move as one: the brand, the plants,
the central functions, and you, our dealers on the front line. BUILD is our daily
action: we don’t just build machines, we build relationships and trust. BIG
reflects the scale of our ambition and our effort. And above all, we build it togeth
er.”
Now it’s time to BUILD BIG.