“It’s working.”  That’s the message that New Holland VP Abe Hughes shared with media at a product preview event held last week at company’s headquarters in New Holland, PA. At the event, New Holland unveiled 25 new products, each targeted to different market segments, which is part of the brand rejuvenation strategy that Hughes and his team laid out a few years ago.  

“We’ve rejuvenated the business. rejuvenated our employees, and now, with our investments in R&D, we are designing new products for the customer to meet their specific needs,” Hughes says.” It pays off.”

The company has released 25 products each year in the past four years, since Hughes has been with the company, and doubled its business. The products have covered all three of company’s targeted segments, which include livestock and dairy, cash crops, and commercial work tools. 

“Our roots are hay and forage, and we are maintaining our leadership in that market,” Hughes says. “But we also have an expertise in cash crops. We have best-in-class rotary combines, self-propelled forage harvesters and sprayers and great network of dealers in western Canada and some of the plain states. We also are maintaining in the Prowork tools area. So we have the three segments and are giving each one the attention they deserve.”

New products for this year include a new series of CR rotary combines, a new Guardian sprayer, new hay and forage equipment, and new technology in compact tractors and construction equipment.

“My other message is it’s not just about iron,” Hughes says. “We also are addressing the succession of dealers who are retiring. We have to find the next generation of dealers and keep the independent entreprenures motivated, especially given the digital world we live in. So we’ve been trying to bring new people to the business.”

This report focuses on the iron, specifically two machines for the cash crop market segment. We’ll tell you about two other major intros for this segment once the embargo lifts in a few weeks at the Farm Progress Show.

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