Jodie Wehrspann

April 1, 2007

5 Min Read

Farm Equipment manufacturer New Holland rolled out a new look and new lines of tractors, combines, and haying equipment at its 2007 North American Dealer Business Meeting in Louisville, KY, in February. The theme of the meeting was “True Blue” to underscore the company's commitment to the New Holland brand. The rollout was in response to a market strategy that company execs conceived last summer to go after four distinct segments in the farm equipment market.

“Within the New Holland family, we have gone through and reorganized ourselves around key customer segments that are based on how our dealers and customers view their own operations,” says Stephen Gorsuch, senior director of marketing for New Holland. “There are four that are vital to New Holland's mission as we move forward.”

These segments are cash crop; livestock and dairy; residential, commercial, and utility; and a niche segment that includes vineyards and orchards.

Not just hay

New Holland, a brand originally known for its haying and forage equipment, maintains a strong market presence in the livestock and dairy segment. But the cash crop segment is key to its plans for growth as ag production shifts to larger farms.

“New Holland definitely has some long historical strengths within the hay and forage business,” Gorsuch says. “But we also realize the bright future of corn, soybeans, and other commodity crops and the growth in commercial farms, making this a growing and vital market for us to be deeply involved in.”

According to USDA's Economic Research Service, the number of farms in the largest sales class (at least $500,000 in 2002 dollars) increased from 32,000 in 1989 to 64,000 in 2002. Crops produced on those farms are currently in high demand as a source for renewable fuels such as ethanol and biodiesel. As part of its strategy to reach this segment, New Holland in 2006 approved the use of 20% biodiesel (B20) in all of its equipment using New Holland engines.

Tailored packages

Under the new structure, each New Holland dealer will determine which customer segment he or she can best serve based on the history, reputation and geographic location of that dealership. Gorsuch says the company is in the process of visiting with individual dealers to establish their level of commitment to each segment. “Those dealers who are committed to the business are receiving additional support, whether it be staffing, training, or advertising and promotions to build some strong pockets in the cash crop segment and grow New Holland's presence in the market,” he says.

Dealers will be equipped with product lines that are geared to their particular segment. “For example, in the cash crop segment, we do not look at combines separate from large tractors or seeding equipment,” Gorsuch says. “We look at these products as an entire package that meets the needs of that customer segment.”

The company has increased staff size to provide dealers with the field support they need to serve their individual segments. Some of the new programs being offered this spring include:

  • Precision farming clinics to help customers use precision farming tools and interpret the data

  • Machinery maintenance clinics

  • Combine clinics on what adjustments to make for optimum efficiency and productivity

  • Training seminars on how to use machinery

  • Ag information center in Nevada, IA

  • Marketing programs including billboards, ad slicks, in-store displays and open houses.

Positioned with product

New equipment is also part of the plan. Dealers previewed the first round of products targeting the different segments at the annual dealer meeting in Louisville. The products were shown publicly the same week at the National Farm Machinery Show. (Go to and click on FIN TV for online video coverage.)

New combines, tractors, forage harvesters and hay tools were included in the mix (see sidebar). The products sported a new decal and logo featuring New Holland's blue leaf symbol and red lettering on a yellow background to represent the colors of its brand lines. “The new logo and decals bring out the strong heritage of our blue tractors, the long legacy of New Holland yellow combines, and the red and yellow hay tools,” Gorsuch explains.

He says the overall message to equipment buyers is that New Holland has the products and services needed for all types of farming operations. “New Holland is definitely positioned with the product,” he says. “And the changes we've made to the marketing and sales organization position us to be able to support our dealers and their customers going forward.”


CR9000 Series Twin Rotor (TM) Combines

Three models with 305 to 400 hp and 315- to 350-bu. grain tank capacity

Suggested list price:

CR9040 $249,227

CR9060 $264,465

CR9070 $291,548

Circle 126.

CX8000 Series Super Conventional Combines

Three models with 322 to 400 hp and 295- to 330-bu. capacity

Suggested list price:

CX8070 $238,722

CX8080 $249,989

CX8090 $282,674

Circle 127.


20- to 35-ft. cutting width

Suggested list price:

$23,790 to $34,891 range for 20 to 35 ft.

Circle 128.

99C Chopping Corn Head

Rigid or folding, 30-in. row spacing

Suggested list price:

8 row rigid $67,980

8 row folding $83,945

Circle 129.

T7000 Series Tractors

Four models from 135 to 180 PTO hp

Suggested list price:

$106,004 to $133,177

Circle 130.

T6000 Series Tractors

Five models ranging from 80 to 120 PTO hp

Suggested list price:

$49,426 to $82,943

Circle 131.

IntelliView(TM) Plus I Monitor

Portable and programmable monitor that can be transferred from tractor to combine for automated guidance and machine monitoring

Suggested list price: The color touch screen is a $3,000 option.

Circle 132.

For more information about these and other new products, contact your New Holland dealer, visit, or go to and click on FIN TV.

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