Capital Equipment News’ Juanita Pienaar recently sat down with Griffiths Makgate, C&F Sales Manager for John Deere Africa and the Middle East, to discuss John Deere’s evolving role in the construction industry.
Makgate shared insights on their recent advancements, growth strategies, and future plans in the region.
A new era for John Deere in Africa and the Middle East
Although John Deere has long been a familiar name in Africa and the Middle East, its focus was traditionally on agricultural machinery. “John Deere has been in the Africa market for over 61 years,” Makgate explained, “but primarily on the agricultural side. The company’s formal entry into the construction sector began in 2021, marking a significant shift and a fresh approach to this new market segment.”
In 2021 John Deere underwent strategic changes, referred to as a one Deere approach. From then the earth moving equipment range has been represented by our long standing John Deere dealer channel in AME. This decision brought a new level of independence, allowing John Deere to establish its own path and respond directly to the needs of the construction and forestry sectors.
Expanding the product range and embracing innovation
John Deere has shifted from providing utility machines to offering production-class equipment, extending its reach to industries such as mining. The product line expansion includes advanced technologies such as electric drive machines, which Makgate highlighted as an exciting development. This technology allows John Deere to improve efficiency and productivity, delivering machines that reduce operational costs and environmental impact.
Alongside electric drive technology, John Deere has introduced performance tiering on their earthmoving equipment, that enhances customer choice by offering different specification levels. “In simple terms, we have low spec, mid spec, and high spec options. This means customers get a machine suited to their needs, whether it’s a contractor looking for cost-effective options or a mining operation needing advanced technology such as machine monitoring and on-the-go reports,” Makgate explained.
Earthmoving equipment for every need
The John Deere range includes seven core product lines, addressing the diverse requirements of contractors, miners, and forestry operations. “Our earthmoving equipment includes skid steers, backhoe loaders (or TLBs), wheel loaders, excavators, graders, dozers, and ADTs,” Makgate noted, providing a robust selection for various construction needs.
Notably, John Deere has also introduced pull scrapers, designed to level soil effectively. “The pull scraper, or bowl scraper, is attached at the back of the ADT and scrapes soil for levelling purposes,” Makgate explained. This addition enhances versatility, offering more options for contractors working in complex terrains.
Meeting market demand with rental options
Understanding the diverse needs of its customer base, John Deere recently introduced a rental option through its South African dealers. This allows clients who might not want to make a large upfront investment to still access top-tier John Deere equipment. "We have different types of customers,” Makgate said, “some buy outright, while others prefer rental options.” By giving clients access to a rental fleet, John Deere also ensures that equipment can be rotated, resold, and even upgraded based on customer needs.
The rental programme has been well-received, reflecting a broader trend in construction to utilise equipment on a need-basis. “It’s been received quite well,” Makgate stated. “We’ve seen the fleet growing steadily as more machines go out on rental agreements.” He pointed to the growing demand for ADTs and forestry equipment as evidence of the programme’s success.
JDLink™: Monitoring and maintenance in real time
A key differentiator for John Deere’s rental and ownership programmes is JDLink™, a monitoring system that provides real-time data on machine performance. “JDLink™ helps us mitigate risks,” Makgate said. “It prevents equipment misuse, overheating, and failures by alerting operators and service providers about critical issues.”
Through JDLink™, John Deere ensures that equipment stays in optimal working condition and downtime is minimised. The data collected is accessible to both the customer and the dealer, allowing them to act swiftly when issues arise. “Our dealers have call centres that respond to alerts in real time," Makgate added. "If there’s a problem, the machine itself notifies the dealer, so we can address it before the customer even notices.”
The system also allows customers to access machine data through your desktop or mobile devices, providing insights into operator behaviour, productivity, and equipment efficiency. These capabilities make JDLink™ an invaluable tool for contractors aiming to maximise equipment lifespan and productivity.
A strong dealer network brings expertise and reach
John Deere’s vast dealer network across Africa and the Middle East is a strategic asset that enables the company to maintain high service standards and product availability. Instead of creating new dealer networks for construction, John Deere chose to rely on its well-established dealer network. “We appointed existing dealers to serve the construction and forestry division,” Makgate explained. “Many of these dealers have been with us for over 60 years, so they know the John Deere brand and our products inside and out."
Makgate emphasised that while the agricultural and construction divisions share the same dealerships, they maintain separate teams to ensure specialist expertise. “We have dedicated construction and forestry departments," he said. "The construction teams focus solely on construction equipment, so customers get the level of service they expect, with trained technicians and specialised parts always on hand."
This strategy not only simplifies operations but also strengthens John Deere’s presence across the region. Most dealers are located within 60 kilometres of each other, ensuring that support is readily available, even for machines operating in remote areas. "If a machine moves to a new location, there’s always a dealer nearby who can provide support,” Makgate said. “It’s not just about the machines but also about providing service, parts, and trained technicians close by."
Maintaining consistency across the network
To maintain quality across its extensive dealer network, John Deere has implemented rigorous standards and support structures. “We have systems in place to ensure consistency in customer experience,” Makgate said. "When a dealer orders a machine, they must have special tools, parts, and trained technicians in place before the machine is even delivered. We have monthly assessments and ongoing dealer development programmes to ensure every dealer meets our standards."
The continuous training and evaluation programme supports the network, making sure that all customers receive the same high-quality experience, regardless of location. This approach reinforces John Deere’s commitment to service excellence, ensuring that every machine remains reliable and efficient throughout its operational life.
Driving innovation and expanding access
John Deere’s entry into the construction sector in Africa and the Middle East represents an exciting new chapter, marked by innovation, expansion, and a commitment to customer satisfaction. With a growing range of advanced machines, a reliable dealer network, and the ability to meet diverse customer needs through ownership and rental options, John Deere is well-positioned to make a substantial impact in the construction landscape.
As Griffiths Makgate highlighted, the company’s approach is rooted in understanding the specific needs of each customer and delivering solutions that align with their goals. Whether it’s through groundbreaking electric drive technology or the dependable support of a vast dealer network, John Deere is set to be a formidable force in the construction industry for years to come.
