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April 2012 Archive for Machinery Journal

RSS By: Aimee Cope, Farm Journal

The Machinery Journal blog is your place to find the latest machinery updates, industry news, and interesting tid bits.

Exclusive Look at New Holland’s Plan for a Comeback

Apr 24, 2012


Ten years after acquiring and merging with Case IH to form CNH, New Holland is actively seeking to regain its footing in the North American market.
The company maintains strong market share worldwide in combines, specialty tractors and other specialized equipment, like grape and olive harvesters. However, the merger in 1999 seems to have shaken New Holland North America the most.
Abe Hughes, vice president of New Holland North America, refers to the formation of CNH as "the big bang that destabilized our brand.
"The momentum of CNH did not land on New Holland, and some of our focus and energy was lost," Hughes explained. "We had 10 difficult years after that in what is a classic case study of a business losing its footing."
That started to change in the fall of 2009, when the top management of Fiat Industrial decided to bring New Holland back in North America. (CNH is a publicly held division of Fiat Industrial, which is the world’s third largest capital goods manufacturer. Fiat Industrial includes CNH, Iveco and Fiat Powertrain Technologies.)
"Senior management recognized that New Holland is strong in other regions of the world and that we needed to change things here," Hughes said.
Known for the successful turnaround of both Fiat and Chrysler, top management focused its attention on the blue brand. Watch the "60 Minutes" interview with the leader of Fiat Industrial, Sergio Marchionne.
Hughes was brought in from business development to spearhead a team and the project. For nine months, during each monthly CNH senior management meeting, more than four hours were dedicated exclusively to the plan for New Holland.
"It was a very intense study of how to restructure New Holland North America and bring it back," Hughes said.

You can learn more about how the company is implementing its plan here on the Machinery Journal blog, in the Late Spring issue of Farm Journal, and on "AgDay" TV.

New Holland’s New Focus

Apr 23, 2012

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.

Exclusive Interviews at New Holland

Apr 22, 2012


In early April, Farm Journal had the opportunity to sit-down with New Holland’s leadership for North America. They laid out the company’s plan to get back in the game and secure its footing in the North American machinery market.
Joining me for the exclusive first interviews was Farm Journal Editor Charlene Finck, who has covered the ag machinery business for more than twenty years.
New Holland has deep roots. This was my first trip to the town that is the company’s namesake. It was fitting that our discussion started with Abe Hughes, vice president of New Holland North America, at the original factory opened by the company’s founder, Abe Zimmerman. As Hughes says, “There’s a new Abe in town.” The company started in 1895 and with its history of innovation in hay and forage equipment built its brand and expanded its line.
Today, Hughes explains that the company’s game plan includes partnerships and alliances that will expand New Holland’s lineup and product offering. His style of leadership doesn’t dwell on the past but rather focuses on what’s ahead and what can be on the horizon.
He also says that New Holland will tap the resources Fiat, its parent company. When it introduced the Boomer 8N, the company had worked with the Fiat Style Center, which designs for Fiat luxury brands Maserati and Alfa Romeo. This includes the current offering of T7 tractors with an optional Maserati blue and chrome style package.  In Hughes words, he looks for opportunities that are “zany, and more stylish.” Another example is the optional Real Tree wrap available on T9 four-wheel-drive tractors.
Learn more in future posts to the Machinery Journal blog, read the full story in the Late Spring issue of Farm Journal, or tune into Ag Day later this week.

Landoll Corporation Featured on Reality TV

Apr 13, 2012

It’s not every day that you see the founder of an ag manufacturing company giving a tour of his factory on a reality TV show. But that was the case for me this winter when watching A&E’s Shipping Wars.

Don Landoll let the TV crews into his company’s Marysville, Kan. headquarters when one of the Shipping Wars stars bought a new Landoll trailer.
Marc Springer purchased a Landoll 455 Traveling Axle Trailer. This trailer was then used to haul an interesting piece—an antique train caboose. You can see that video here.
Landoll continues to have a relationship with Springer, who was recently back in Kansas for a Meet and Greet event. You can learn more on the company’s Facebook page.
Also, read more about Landoll in the Machinery Makers story I wrote about the company. Here's a link to"Return to the Roots".
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