New Holland Agriculture takes leadership in the combine harvester market in Paraguay

New Holland Agriculture, a CNH Industrial brand, has taken the lead in the combine harvester market in Paraguay. As the 4th largest soybean exporter in the world, the country was the one that grew the most economically in South America in the last decade, with more than 4% per year, on average, growth, according to the International Monetary Fund (IMF).

It is in this thriving scenario that New Holland Agriculture consolidates itself in first place among harvesters, with more than 42% of the market in 2018, according to data consolidated by importers of agricultural machinery in Paraguay.

For the commercial director of exports at New Holland Agriculture, Fernando Gaya, first place was achieved with intense work to expand the portfolio, developed in recent years, but mainly in 2017 and 2018. “We reviewed, renewed and expanded our portfolio of products. The new versions of harvesters in the CR EVO line, which offer the exclusive double rotor system, mainly in classes 6, 7 and 8, were very popular and are gaining more and more space in the market. And in the traditional TC line, we further consolidate our position, with unique models, requested by producers with different profiles”, he says.

According to Gaya, New Holland Agriculture has also invested heavily in commercial training and technical assistance in recent years. “We offer our products with excellence, but we also provide the best technical support and assistance for the machines that are in operation. In the last two years, for the first time, we carried out exclusive training in Paraguay, not only for the harvesters, but for all products”, he says.

The availability of machines and parts, the focus on distribution and preparation for the harvest also made a difference in reaching the top. “In recent years, we have visited different customers on a pre-harvest journey. Based on what we heard, we built a reinforced inventory of parts to offer the best and fastest support during peak times. We invest a lot in after-sales”, he highlights.

Fernando Gaya states that Paraguay is a priority market for New Holland Agriculture. “We are investing more and more to grow in the country, not just in harvesters, but in tractors, sprayers, planters. It is a strategic market for our operations in Latin America. In 2019, we expect a higher or similar result. And I can say that we will have good news for the country this year”, he reveals.

Market

Importer of New Holland products for 40 years, the Tape Ruvicha dealership is excited about its leadership. “The CR EVO line really made a difference in the Paraguayan market. TC never disappointed, but the demand for CR EVO made the brand take a leap forward in the country. I believe that with investment in marketing and advertising, we will maintain leadership in 2019”, says Victor Servín, general manager of the importer in the country.

Gedor Vieira, who has worked with New Holland at importer Ciabay for two years, also highlights the CR EVO line in the brand's good performance in the country. “The renewal of the line provoked great acceptance among producers. And in Paraguay, word-of-mouth advertising still has a lot of strength, that's what made the difference. There is no competition for the TC line. She was always very well accepted. We are investing a lot in training and after-sales. In 2019, we have a great possibility of increasing our participation even further”, he believes. “It is the second consecutive year of growth in the grain market in the country. This encouraged producers to invest, especially with good financing offers,” he adds.

The dealerships and importers Tape Ruvicha and Ciabay serve throughout Paraguayan territory.

Paraguay

According to data from the Paraguayan Chamber of Exporters and Traders of Cereals and Oilseeds (Capeco), in the last harvest, Paraguay produced 9,5 million tons of soybeans and 4,2 million tons of corn³. In this year's cycle, the same body estimates a 7% growth in oilseeds (9,8 million tons); and 2% in cereals (4,2 million tons).

Third largest harvester market in Latin America and one of the largest grain producers in the world, 30% of the country's economy comes from the field. Paraguayan soybean production increased by 43% in the last decade. Corn increased by 60%. According to estimates from the United States Department of Agriculture (USDA), in the next decade, if the growth rate continues, production could increase by 20% and 44% in soybeans and corn, respectively.