New Holland Gets an Extreme Make-over

At its recent 'coming back' event, New Holland officials outlined a major brand and marketing rejuvenation effort almost two years in the making.

Published on: May 7, 2012

Less than two years ago, Fiat S.p.A. moved Abe Hughes from CNH to be vice president of New Holland North America. Since then, Hughes brought in aggressive product development managers, expanded its product line and retooled it's haying equipment manufacturing plant in New Holland, Pa., at a cost of $30 million. Now, the company is repositioned to better meet farm customer needs.

"New Holland is back in the game - better than ever," emphasizes Hughes. "While Case and New Holland high-horsepower tractors have visual design similarities, there are major differences." New Holland's tractor lines, for instance, are designed for differing farm needs - livestock and dairy, for example, not just row crop, he points out.

ON SMART-TRAX: This wide-frame T9 camo tractor with high-idler tracks may be "eye candy" for some. But John Elliott (left) and Abe Hughes report it has the largest cab and the industrys first cab suspension system.
ON SMART-TRAX: This wide-frame T9 camo tractor with high-idler tracks may be "eye candy" for some. But John Elliott (left) and Abe Hughes report it has the largest cab and the industry's first cab suspension system.

New Holland's tractor lineup is designed to match them with intended equipment use, adds New Holland's Marketing Director John Elliott. Cabs, for example, are redesigned so you don't have to look around posts to see trailing implements. T7, T8 and T9 series are built with ranges of horsepower - all with Tier 4 SCR (clean emission) engines.

New dealership signs promoting "New Holland Agriculture" are local curb-side clues of the changes. New Holland is also ramping up dealer demonstration programs, adds Elliott. "We give farmers have a chance to try out sprayers and some hay equipment for a day at selected dealerships."

The brand rejuvenation appears to be working.  Hughes reports the company beat its first quarter expectations "by far."

Machinery lineup expanding

While the 4WD T9 articulated tractor line was introduced last year, the wide-frame top-end models with more than 600 horsepower can be equipped with standard or high-idler tracks. The SmartTrax design allows transfer from tractor to combine wheel hubs without adapters.

Beginning this year, all T-series tractors are equipped with Intellisteer technology. That means they're guidance-ready. And that's an industry first, according to NH officials.

New Holland is also rolling out its 880 CF superflex draper combine head. The design eliminates vibration and follows field contours better than rigid cutterbars. It's available in 25-foot to 45-foot-wide models.

The new MegaCutter triple-disc mower-conditioner moves New Holland into the high-capacity and custom haylage harvesting business. The 512 and 530 models include a front-mounted mower-conditioner plus twin rear-mounted units for a wide-swath cutting width of more than 29 feet.