Issue 23

CNH Industrial Services (Thailand) Limited has an impressive portfolio of agricultural and construction equipment, vehicles and powertrain applications. Horizon Thailand spoke with Michele Lombardi, regional director of Southeast Asia and Japan.

CNH Industrial Services is one of several companies that have elected to change its hub from Singapore to the relatively lower cost city of Bangkok.

“We chose to move to Thailand because it represented a core market and a reference point for the development of the area,” explains Michele Lombardi, the regional director, Southeast Asia and Japan for CNH Industrial Services. “It has economic and political stability, which guarantees it a long term plan which it’s following.”

Lombardi has worked in Thailand since 2012, but the company he represents has been in Thailand for nine years and in Southeast Asia for 50 years.

“Thailand is a fundamental market for Southeast Asia,” adds Lombardi. “For us it represents about 15-20% of our business in the region and it’s a good base in which to grow. From here we manage the entire company efficiently.”

Local markets have responded very well to all the company’s businesses, according to Lombardi. “For agriculture equipment, which is our biggest business, we have a very satisfying position in the market in the segments where we compete,” he says. “The Iveco brand for commercial vehicles was launched at the end of last year and sales are going extremely well as we have the right products for the market.”

He believes the forthcoming ASEAN Economic Community (AEC) might have a very significant impact far beyond Thailand, especially as regards the competitiveness of its customers and corporate accounts, “which will probably develop mechanization across all businesses in agriculture equipment, commercial vehicles and construction substantially. The AEC will develop local manufacturing footprints which will, in turn, bring interesting developments in the region.”

As for the country’s plans for 2015 beyond, Lombardi will focus on developing and strengthening its existing network.

“In Thailand we have been present in the agriculture equipment [sector] for many years. For construction equipment and commercial vehicles we have recently launched aggressively our presence,” he says. “Our focus would be on presenting our products and strengthening our presence in the industry.”

Words By: Yvonne Liang