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New Holland Integrates Construction, Agricultural Groups

The new consolidation allows customers One-Stop Shopping for their needs.

Thu June 13, 2013 - National Edition
Joe Trinacria

With the convenience of its customers in mind, New Holland, a division of CNH Global N.V., has announced the consolidation of New Holland Construction’s marketing functions with New Holland Agriculture’s “Pro Work Tools” segment grouping in North America.

“The name Pro Work Tools reflects the fact that New Holland dealers sell professional-grade equipment to customers who depend on it for their livelihood, and that New Holland dealers are true professionals in their approach to customer service, parts and sales support,” said Dan Valen, Pro Work Tools marketing segment leader.

The newly formed marketing group consists of farmers, landscapers, municipalities, construction companies and grounds maintenance contractors, along with any other work-related users of tractors or light construction equipment. This move was strategically planned to allow this group the benefit of one stop shopping for equipment common to both the construction and agriculture industries. New Holland’s research has shown that the customers who fell within the set designations of the Pro Work Tools grouping significantly relied on products from both of their brands.

“The consolidation allows for better focus on service and customer support,” said Mark Hooper, New Holland’s director of marketing. “One place for dealers, one place for product support and one place for parts support. The dealers have one place, and the customers have one place, which enables everyone to be more efficient.”

In the past, dealers may have had some products from both New Holland Agriculture and New Holland Construction, but not to the extent that they will following this brand integration. Customers will now be able to easily obtain the equipment needed from professionals who know about all models of product, not just either construction or agriculture. This allows for New Holland to create product bundle promotions with select agriculture and construction equipment to provide customers with advanced savings.

The full line of New Holland’s light construction equipment (skid steer loaders, compact track loaders, tractor/loaders, tractor/loader/backhoes, compact wheel loaders, compact excavators and related attachments) will continue to be branded under New Holland Construction, however they will now be grouped along with New Holland Agriculture for marketing and administrative purposes.

Along with Pro Work Tools, New Holland also has announced the introduction of its new FleetForce Telematic system, which will be available on tractor loader backhoes and tractor loaders. The product will allow for equipment owners to monitor the specific location and total activity hours on their machinery to maximize productivity. This technology is thought to be of special importance to equipment rental businesses, who will now be able to keep tabs on their products at all times.

“We really want to promote the full range of professional grade equipment,” said Hooper. “This is not just an Ag company getting into the construction equipment, we are focused in the market and we have people dedicated to the business. We have the product, support, and dealer network to do this.”

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