Mechanization and Technology

BRETAGRI, a CASE IH dealer, is changing shareholder with the arrival of the Emil Frey France group

The Emil Frey France group, a specialist in automotive distribution, acquires Bretagri / A first diversification into the agricultural sector for the Emil Frey France group / A desire to work in continuity with the teams and to maintain local presence in its territories / No change of name, the new dealer will continue under the BRETAGRI brand.

02 February 2024, France: Case IH France is particularly proud of this new arrival. The Emil Frey France group, a leader in the distribution of cars, industrial vehicles, motorbikes and spare parts, is now investing in the agricultural sector by acquiring the BRETAGRI dealership, which covers 3 departments in the west of France (Ille-et-Vilaine, Mayenne and Morbihan). This is the first time the group has diversified into the agricultural sector with Case IH.

The Will of Emil Frey France

For several years now, the Group has been expanding its activities, while remaining focused on its core expertise: the distribution of vehicles, particularly on a B2B basis. With 6 existing business activities, Emil Frey France wants to expand into the agricultural sector by contributing the know-how and expertise it has acquired in its other activities.

All our business sectors are facing real technological change, and agriculture is no exception, with the challenges of reducing environmental impact and developing precision farming.

“It’s a real pleasure to see our collaboration with the CASE IH brand begin. A very rich product plan and the confidence shown by the CNHI teams offer interesting prospects for development,” says Hervé Miralles, President of Emil Frey France, Belgium and Luxembourg.

A challenge for Case IH to develop service quality and customer satisfaction

Case IH France has embarked on a programme to professionalise its network and raise standards. Emil Frey France’s investment is an opportunity for the network to improve the quality of customer service. Precision farming, remote fleet control and ongoing training are just some of the challenges that dealerships need to meet.

“We know that with a player like Emil Frey France, we are entering a new stage in the professionalisation of the Case IH France network. What’s more, the DNA of a family-run group and a strong commitment to customer satisfaction are shared values with which we fully identify,” confirms Lionel Gleyroux, Director of Case IH France.

People at the heart of the project

The Emil Frey France Group will be keen to work with BRETAGRI’s employees to consolidate the dealership’s regional presence and proximity to the field, while providing synergies and support from the Group to develop the dealership’s business and meet the challenges of agricultural machinery.

“BRETAGRI is a highly successful company with a solid base of loyal customers. Our aim is to be even closer to our customers by providing tailored solutions and a recognised quality of service with all our teams,” concludes Éric Gérard, Director of Agricultural Activities at Emil Frey France.

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