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Home > BizTimes Daily > Archives > September 18, 2008
Case to build new tractor dealership in Mount Pleasant
Published September 18, 2008 - BizTimes Daily
Case IH announced today plans to build a new company-owned, model Case IH dealership next door to its Racine plant.
The new 31,000-square-foot, two-story Case IH agricultural equipment dealership will be constructed by early 2009. The Mount Pleasant Village Planning Commission recently approved the company's plans for the project.
"This dealership will be a first-class retail environment serving local farmers, landowners and a symbol of pride for our over 2,000 local employees," said Jim Walker, vice president of Case IH North America. "The facility also will model best practices in dealership design, management and operations, and create a world-class brand experience for our visiting customers, dealers and global trade partners."
Walker said the new dealership will likely generate a dozen or more jobs in its first year, with the potential to employ more than 30 people. He also estimated that the dealership could generate as much as $25 million in sales, which will boost the local tax base.
"Our Racine plant, home of Case IH Magnum tractors and transmissions and components for many other Case IH products, already hosts a couple thousand guests annually," Walker said. "We expect that number to reach 5,000 or more, as we draw new visitors from around the state and around the world. Farmers and ranchers like big iron. They enjoy watching equipment being manufactured and talking with our employees on the line. With the new model dealership, we'll also be able to offer them a top-notch retail experience while they're here. They can kick the tires on our full line of Case IH agricultural equipment."
This won't be the first time that the Racine area is home to a Case IH company-owned retail store. Case Power & Equipment in Sturtevant served this area between 1969 and 1991. The dealership model concept, however, is new and will be used to test ideas and share best practices with independently-owned dealerships across North America.
"Racine is the home of J.I. Case, a pioneer in the advancement of modern-day agriculture whose legacy in the Racine community dates back almost 165 years," Walker said. "Since 1844, Case IH has had a continuous manufacturing presence in Racine. The dealership will honor the legacy of J.I. Case in addition to promoting the heritage of International Harvester."
Case IH is a brand of CNH, a majority-owned subsidiary of Fiat Group of Italy.
