CASE Construction Equipment hosted its 2026 European Dealer Convention in Lecce, bringing together 120 participants from more than 60 dealerships 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.
Credit: CASE Construction Equipment
CASE Construction Equipment hosts 2026 European Dealer Convention in Lecce
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 centre 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 equipment 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 equipment.
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 markets 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 efficiency, 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 intended to facilitate sales and improve overall business performance.
In all interventions Dealers were recognized as strategic partners and a key driver 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 together.”
Now it’s time to BUILD BIG.