Dealers from 25 countries converge on St Valentin to train on forthcoming products

  • Six-week event covers developments on latest innovations due for imminent market introduction
  • Over 1,400 attendees from across Europe, Middle East, Africa, CIS and Asia Pacific regions
  • Follows recent ‘Trust the Red’ dealer convention revealing new products

More than 1,400 staff from Case IH dealerships across Europe, complemented by a contingent from the Middle East, Africa, the CIS and the Asia Pacific region, have passed through the brand’s St. Valentin plant and its facilities in recent weeks, undergoing training on new products and services shown at the recent Case IH ‘Trust the Red’ dealer convention in Madrid, and due to be launched onto the market in the coming months.

Aiming to train dealer staff on new Case IH products and services coming to market later in 2023, the event had a strong focus on practical usage. Attendees were able to not only examine new machine features, but also compare Case IH machines with those from other makers, and even study in detail key components such as engines, which were analysed independently alongside competitor units.

Dealer groups from 25 countries attended training events staggered market by market over the March 22 – May 12 period, to provide the best possible experience for each group. Over the course of a week they were able to spend one and a half days on full product training and a further day learning about market-specific features and products. Spread across six stations, the training included areas on new products, competitors, services, support, technology/precision farming and financial solutions. In addition, three sessions were dedicated to training dealers’ own training staff in both sales and engineering. Products at the event included not only existing models, but also recent developments across the Case IH tractor power offering, as well as Case IH balers and loaders, with details due to be made public in the coming months.

“These events are invaluable for helping dealers get to know new product developments ahead of launch, and it was really good to get back with the Case IH network for the first big international face-to-face training event in St. Valentin since 2019,” says Gavin Enright, Head of Commercial Training and Sales Support, Experience Center CNH Industrial Austria. “Their feedback told us events like these are exactly what they need to glean the knowledge to support new products before they go on sale to customers, particularly in a place where they can compare against competitive machines and information. It gives us all a lot of confidence for the coming year.”

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