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Why We Do What We do
Africa has the potential to supply the world with the resources it needs and this is what drives LonAgro when helping industries and businesses,both large and small identify their machinery needs.
We strive not only to sell equipment to our customers, but we work with them and offer them the service and back-up they need to reach their full potential. We believe in Africa, we invest in Africa, and we believe in the people of Africa; this is why we do what we do!
After graduating from Stellenbosch University South Africa, Reinhardt began his professional finance career with Barloworld Motor Retail which is one of South Africa's largest automotive retail groups.
He was the Finance Manager within various franchised motor dealerships including Toyota where he spent close to two years heading up finance for one of the largest dealerships in the country. In 2010, Reinhardt relocated to the United Kingdom where he held senior financial roles for global organisations BUPA and later British Telecom Plc where he worked mainly in financial planning. Reinhardt joined Lonrho in January 2013 and initially held the position of Group Financial Planning and Analysis Manager before being appointed Chief Finance & Operating Officer for the Lonrho MES division in May 2014.
In January 2016, he was promoted to the position Managing Director of the Lonrho Machinery Group which today operates a portfolio of equipment retail businesses in Africa. In 2023 the division became part of GulfLog MES Limited where Reinhardt was appointed as Director.
He is a Chartered Management Accountant and holds a Masters Degree in Business Administration.
The LonAgro Group started its relationship with John Deere in April 2010 in Mozambique with the acquisition of Trak-Auto.
In the years following the acquisition, significant work, effort and capital was invested to restructure and achieve a turnaround across the LonAgro Group and in particular in Mozambique, fully aligning LonAgro with the John Deere 'Dealer of Tomorrow' strategy.
Since 2012, LonAgro’s brand strength and commitment to offering customers excellent support and sound business practice, has seen its portfolio expand over the last several years. The company has been entrusted to distribute; Bell Equipment, Kobelco, Rovic Africa, and FIELDKING in select LonAgro countries.
This footprint in Africa means that the LonAgro Group is a key player in the distribution of Construction, Forestry, Mining and Agricultural capital equipment. This reflects the growing relationship with with leading global brands, illustrating LonAgro Group's vision of Investing in the Growth of Africa!
In the years following the acquisition, significant work, effort and capital was invested to restructure and achieve a turnaround across the Machinery Group and in particular in Mozambique, fully aligning LonAgro with the John Deere 'Dealer of Tomorrow' strategy.
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