During exclusive interviews with Farm Journal, New Holland leadership in North America gave us a sneak peek into their playbook and how they will change their game in the North American ag machinery market.
New products are part of their strategy, but changing course from before, the company will put the focus on the customer in new product development, launch and support.
Customer needs are what drove the company to unveil 14 new products in 2010 and 2011. They also keep New Holland forming new partnerships and expanding its offerings.
"We have switched from just a product focus to a customer focus," said John Elliott, director of marketing for North America. "We have committed leadership and brought together a team of experts within their areas."
The company has also listened to its dealers to identify the products needed in New Holland lineup.
The Rustler is a partnership with Club Car and just one example of how New Holland is aligning with other companies to expand its line. Another notable partner is Miller St. Nazianz, which produces the Guardian series of self-propelled sprayers with front-boom and rear-boom models. And the company says its looking to fill in product offerings for tillage and planting.
Another corporate initiative, with Trimble as a key partner, is integrating more precision technology. By this fall, T8 tractors, T9 tractors and combines can have complete guidance systems before reaching dealers.
As the company plays out its game plan, its leaders look to build on its existing strengths.
"We have the most complete offering in hay and forage," said Mike Cornman, segment leader for dairy and livestock. "And we have opportunities to further serve customers. For example, with self-propelled forage harvesters we will be looking at large operations and custom harvesters differently."
To encourage farmers to give New Holland a new look, the company has a Ready to Roll sales event that lasts through June. The demo program includes a midrange tractor and multiple pieces of hay equipment. Each dealer sets the time frame and the sales incentive for those who participate. Contact your dealer to learn more.
Also, stay tuned to the Machinery Journal blog, the Late Spring issue of Farm Journal and AgDay TV for more from this Farm Journal first look at the new New Holland.