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CNH Industrial, a global leader in the capital goods sector, has designed its regional e-commerce plan. At Alephee, we will be supporting the company in managing its operations, with Mercado Livre as the main marketplace partner.
This move marks the launch of a new category: agricultural machinery, construction equipment, trucks, buses, and maritime vehicles, with the goal of becoming a digital reference in the coming years.
CNH Industrial is a global leader in the capital goods sector, with strong industrial expertise, a broad product portfolio, and worldwide presence. Each brand within the group represents a leading industrial company in its specific segment: Case IH, New Holland Agriculture, and Steyr for tractors and agricultural machinery; CASE and New Holland Construction for construction equipment; IVECO for commercial vehicles; IVECO BUS and Heuliez Bus for buses and coach bodies; IVECO ASTRA for mining and construction vehicles; Magirus for firefighting trucks; IVECO Defence Vehicles for defense and civil protection; and FPT Industrial for engines and transmissions.
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CASE Construction Equipment offers a full line of construction machinery worldwide, being a market leader in backhoe loaders, motor graders, wheel loaders, compactors, crawler dozers, and skid steer loaders. Through its dealer network, customers have access to specialized technicians who guide them in machinery operation — a service that is part of the brand’s after-sales support.
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New Holland Construction: is CNH Industrial’s construction and infrastructure equipment brand. Its machinery is sold by more than 100 dealers in Latin America and manufactured in the brand’s plants in Brazil, the United States, Europe, and Japan. The brand develops and produces a complete line of equipment for infrastructure, mining, and construction, such as excavators, backhoe loaders, motor graders, crawler tractors, wheel loaders, skid steer loaders, mini excavators, and telescopic handlers.
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IVECO: designs, manufactures, and markets a wide range of light, medium, and heavy commercial vehicles, off-road trucks, urban and intercity buses, as well as tailor-made vehicles for applications such as firefighting, off-road missions, defense, and civil protection. IVECO employs more than 26,000 people worldwide and operates factories in 11 countries across Europe, Asia, Africa, Oceania, and Latin America, producing vehicles with cutting-edge technologies.
The plan includes launching official stores on Mercado Livre to sell spare parts and accessories for each of its brands. The project will begin with the rollout of e-commerce operations in Argentina and Brazil, with expansion planned for Uruguay, Chile, Colombia, and Peru. In each country, CNH Industrial will involve its dealer network as part of online sales operations.
In Argentina, CNH Industrial is developing a direct sales model, involving dealers as product and service delivery points. This approach is similar to models used by FCA (FIAT and JEEP) and Ford in the automotive industry, or Bridgestone in the tire sector.
In Brazil, due to its geographic size, operational complexity, tax regulations, and business model particularities, CNH Industrial is adopting an indirect sales model. In this format, distributors participate by sharing their product catalogs and selling through their own accounts, within the structure of the official brand stores — a model similar to that used by FV and Ferrum in the construction sector or by YAMAHA in the musical instruments industry. In other Latin American countries, a local representative will be responsible for managing online sales operations.
WELCOME CNH INDUSTRIAL TO THE ERA OF E-COMMERCE!
