Strength in numbers

Strength in numbers

New Holland Construction and New Holland Agriculture are now under one umbrella, and making a push to get noticed in the market.

June 7, 2013
Brian Horn
Industry News

Abe Hughes, vice president of North America for New Holland, stands across the street from the original New Holland facility.


NEW HOLLAND, Pa.– New Holland is back.

That was the message at a recent media event at the New Holland Construction and Agriculture Headquarters in New Holland, Pa. Company executives admitted the New Holland brand had been lying low recently, but that was now changing.

The construction brand moved its sales and marketing functions to New Holland, Pa., from Racine, Wis., where Case Construction is headquartered, to be closer to New Holland Agriculture. The move allowed New Holland Construction marketing functions in North America to be integrated into New Holland Agriculture’s new Pro Work Tools marketing segment group.

The Pro Work Tools market segment encompasses farmers, landscapers, municipalities, construction companies, grounds maintenance contractors and others who use tractors as well as light construction equipment in their day-to-day business operations. Now, some executives will be in charge of both the Agriculture and Construction brands, whereas before there was no crossover.

While the brands will stay separate, the goal is to eventually have the majority of dealers offer both Agriculture equipment and Construction equipment at the same dealerships. Previously, there weren’t many dealers who could offer that option. That change will create a one-stop shop for landscapers, if they have use for both agriculture equipment like a tractor loader backhoe and construction equipment like skid-steers, said Abe Hughes, vice president of the company’s North American operations.

“They will have the full service capability of the dealer,” he said, adding the availability to buy equipment in one place can create discounts by purchasing two pieces of equipment from the same dealer instead of one purchase from two dealers.

Company executives admitted New Holland may not be the first company that comes to mind when asked about construction equipment. But Hughes says that wasn’t necessarily the case when it came to landscapers, but there is still room to improve.

“We are going to grow that presence,” he said.

The current portfolio of New Holland light construction products skid-steer loaders, compact track loaders, tractor/loaders, tractor/loader/backhoes, compact wheel loaders, compact excavators and related attachments will retain the New Holland Construction branding.

Other notes from the event:

• New Holland is partnering with NASCAR for the True Blue Salute. Visitors to the True Blue website are invited to write a “thank you” letter to a member of the Armed Forces. For each thank you letter sent, New Holland will donate $1, up to $10,000, to the Fisher House Foundation. The non-profit Fisher House Foundation provides a home for military families to be close to a loved one during hospitalization for an illness or injury. The Fisher House Foundation will also receive proceeds from the auction of a New Holland compact tractor hood, autographed by the winning drivers of 16 memorable 2012 NASCAR Sprint Cup Series races.

• The new Workmaster 35 and 40 compact tractor models are new to the company’s tractor line, and are machines meant to get the job done without all the bells and whistles of a more expensive tractor, said Doran Herritt, brand marketing manager, <60 HP Tractors. The Workmaster 35 and 40 models are offered with a choice of two transmissions. Operators preferring a traditional gear transmission can choose the 12x12 Synchronized Shuttle transmission. The synchronized shuttle transmission makes change of direction easy because there’s no need to come to a complete stop when shuttling. For those preferring hydrostatic drive, a two-pedal HST transmission with cruise control allows the operator to adjust speed and change direction using two foot pedals: one to move forward and one to move backward. The new Workmaster models are powered by Tier 3-compliant, fuel-efficient three-cylinder engines and are available in 33- and 38- horsepower models.

• Editors participated in a product rodeo competition, involving a skid steer obstacle course and using buckets to take balls off cones. No one was injured, at least physically. Their pride on the other hand… .