Case ProCare and the Changing Landscape of Heavy Equipment Ownership

[MikePhua]

The Rise of Case Construction Equipment
Case Construction Equipment, a brand under CNH Industrial, has been a fixture in the global machinery market since its founding in 1842 by Jerome Increase Case. Originally focused on threshing machines, Case evolved into a full-line manufacturer of construction equipment, including backhoes, excavators, dozers, and compact track loaders. By the early 2000s, Case had established a strong presence in North America, Europe, and parts of Asia, with thousands of units sold annually across its product lines.
Despite its engineering pedigree, Case has faced challenges in dealer consistency and regional support. In several U.S. markets, franchise turnover and uneven service quality have impacted customer loyalty. Recognizing this, Case launched the ProCare program—a bold initiative aimed at redefining ownership experience and restoring trust.
What Is ProCare and Why It Matters
ProCare is a bundled support package offered with new Case equipment purchases. It includes:

• A 3-year/3,000-hour full-machine warranty.
  
• A 3-year/3,000-hour planned maintenance program.
  
• Optional telematics integration for fleet monitoring.
  

This package goes beyond the industry norm, where warranties typically cover only powertrain and hydraulics, and maintenance is left to the owner. By including scheduled service, Case shifts the burden of upkeep back onto the manufacturer and dealer network.
Warranty vs. Maintenance Coverage
In heavy equipment, warranties often exclude wear items and require strict adherence to service intervals. Maintenance plans, on the other hand, ensure that filters, fluids, and inspections are performed by certified technicians using OEM parts.
ProCare’s dual coverage means:

• No surprise costs for major failures within the first 3,000 hours.
  
• Predictable service intervals every 250–500 hours.
  
• Reduced downtime due to proactive inspections.
  
• Higher resale value due to documented service history.
  

A contractor in Pennsylvania noted that his Hyundai loaders came with a 5-year/5,000-hour warranty, which influenced his decision over competing brands. Case’s ProCare, while shorter in duration, includes maintenance—making it more comprehensive in practice.
Impact on Small Contractors and Owner-Operators
Large firms often have in-house mechanics and parts inventories. But for small businesses, downtime is costly and technical expertise may be limited. ProCare targets this segment by offering peace of mind and budget stability.
Benefits for small operators include:

• No need to stock filters or fluids.
  
• Fewer service errors due to factory-trained technicians.
  
• Easier financing with bundled support.
  
• Simplified recordkeeping for tax and resale purposes.
  

In Alabama, one operator shared that his reluctance to buy Case stemmed from inconsistent dealership support. With ProCare, he felt more confident knowing that service was guaranteed regardless of dealer turnover.
Dealer Network and Regional Variability
The success of ProCare hinges on dealer execution. In regions with stable, long-standing Case dealers, customers report high satisfaction. In areas with frequent franchise changes, service quality can vary.
To mitigate this, Case has invested in dealer training, standardized service protocols, and digital platforms for scheduling and diagnostics. Telematics systems like SiteWatch allow remote monitoring of machine health, enabling dealers to preemptively schedule service.
Comparative Industry Trends
Other manufacturers have responded with similar programs:

• John Deere offers extended warranties with optional maintenance contracts.
  
• Caterpillar’s Customer Value Agreements (CVAs) include parts kits and fluid analysis.
  
• Komatsu’s KomCare bundles warranty and telematics but often excludes labor.
  

However, few match Case’s inclusion of both warranty and full maintenance for three years. This positions Case as a disruptor in the ownership model, especially for mid-sized contractors.
Recommendations for Maximizing ProCare
To get the most from ProCare:

• Register equipment promptly to activate coverage.
  
• Follow service intervals strictly to avoid voiding warranty.
  
• Use telematics to track usage and anticipate service needs.
  
• Retain all service records for resale and audit purposes.
  
• Communicate with dealers about upcoming jobs to align service schedules.
  

Looking Ahead
As equipment becomes more complex—with Tier 4 emissions systems, electronic controls, and hybrid drivetrains—maintenance will require specialized tools and training. Programs like ProCare will become essential, not optional.
In 2025, CNH Industrial announced plans to expand ProCare to include remote diagnostics and predictive analytics. Using AI-driven models, the system will forecast component wear based on usage patterns, terrain, and operator behavior.
Conclusion
Case ProCare represents a shift in how construction equipment is sold, supported, and maintained. By bundling warranty and service, Case reduces risk for owners and sets a new standard for customer care. While dealer consistency remains a challenge in some regions, the program’s structure offers a compelling value proposition—especially for small contractors seeking reliability without complexity. As the industry evolves, ownership models like ProCare may become the norm, reshaping expectations and elevating the role of service in equipment performance.