As more African countries deploy technology to food production, one of the leading manufacturers of Tractors globally, John Deere has announced the opening of its dealership in Ghana come next year. This comes as part of the expansion plan launched by Tata International Africa and John Deere Construction & Forestry as the authorised distributor for its products in Ghana and Nigeria.

The addition of John Deere Construction equipment to Tata International Africa’s product lineup has enhanced the company’s ability to further meet the customer needs in a region where the company also sells and supports the John Deere Agricultural Equipment range.

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The success and growth in selling and supporting the full line of John Deere Construction Equipment in Ghana, including the iconic John Deere excavators, has resulted in a strategic decision to invest in developing a brand-new, full-service, flagship dealership in Takoradi, Ghana. The dealership will officially be opened in the first quarter of 2021.

“Our solid reputation of supporting John Deere products sold in Africa has enabled us to make this investment. In addition, we have made successful inroads in winning market share as a new player in the industry, which is extremely encouraging. Our commitment to customer support through our Uptime strategy has benefited John Deere owners in Ghana and other countries in which we operate,” says Len Brand, CEO of Tata International Africa.

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“Apart from the financial investment in building this new dealership in Tokaradi, we will be creating employment in the area as well.  Africa’s manufacturing, mining and quarrying sectors have played a continuous and significant role in the development of Ghana’s economy. We are looking forward to playing a part in the further development of this region’s economy,” continued Brand.

The financing of heavy commercial vehicles, construction equipment and agricultural machinery presents a unique set of challenges in Africa, but the introduction of Captive Retail Finance solution, called AFCL in the region has afforded some leeway in the way credit is provided. The retail credit provider started operations on the African continent in November 2017, in Tanzania, and has since become the go-to specialist company providing captive financing solutions for customers purchasing vehicles from Tata International Africa.

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The company prides itself on setting an industry standard by providing a quick and easy application process and flexible payment terms for its customers. AFCL operates in a challenging environment, where access to finance solutions in the vehicle market is restricted, and where cost of ownership is a source of concern to many individuals and businesses. Since its inception two years ago, AFCL has financed more than 800 customers who, collectively, bought in excess of 1,600 vehicles and equipment.

“We are obsessed with serving our customers and helping to solve problems,” says Brand. “Our policy of deep customer understanding and delivering customer value defines the way we do business, and our resourceful team is willing to go the extra mile to deliver proficient services. Because access to credit is restricted, we support customers in overcoming this obstacle by providing easy application and credit processes with novel, flexible repayment structures.

AFCL’s product offering includes repayment terms in USD or local currency, loan durations between 12 and 36 months, with minimal deposit requirements. Finance is available for individuals, first-time buyers and companies looking to purchase commercial, agricultural, construction or passenger vehicles. AFCL branches currently in operation across Africa include Tanzania, Kenya, Nigeria, Ghana and Zambia. There are plans underway to introduce AFCL in South Africa and Senegal later this year.

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“Tata Africa has proven that it is recognised as a leading company to be aligned to, not only as a distributor or dealer for OEMs, but also as a premium supplier and dedicated aftermarket support and service to our retail customers in Africa. We are committed to the company’s vision of building and sustaining relationships with cooperation and trust,” concludes Brand. 

The two companies both boast a long and proud history. John Deere is a leading manufacturer of agriculture, construction and forestry equipment with manufacturing facilities worldwide, while Tata has been operating successfully on the African continent for more than 40 years.

Kelechi Deca

Kelechi Deca has over two decades of media experience, he has traveled to over 77 countries reporting on multilateral development institutions, international business, trade, travels, culture, and diplomacy. He is also a petrol head with in-depth knowledge of automobiles and the auto industry