New Holland is known to many in construction as the “farmers’ brand,” but the company has been rolling out new products in its construction segment, some of which are similar to those from its sister company Case.
So what’s the difference between the two brands’ construction products?
More than you might think.
On this episode of The Dirt, New Holland’s head of construction, Tyler Mills, discusses the differences and similarities between Case and New Holland.
Displaying its products at ConExpo for the first time in 12 years, New Holland Construction leaders announced a renewed focus. Scott Wine, CEO of the brands’ parent company CNH Industrial, declared that New Holland Construction was committed to construction products.
The brand rolled out three new machines at the show:
C330 compact track loader
E15X electric compact excavator
C314 mini track loader
Though on the outside the machines appear similar to Case branded products, there are differences, showing New Holland’s focus to its core customer base.
So to learn more about New Holland, its plans and new products, check out the latest episode of The Dirt.
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In This Episode:
00:00 - New Holland Construction Equipment
00:32 - How are Case and New Holland Related?
01:40 - Case vs. New Holland
03:14 - What are Some Specific Differences Between Case and New Holland Equipment?
04:44 - New Holland’s Customer-Centric Approach
06:27 - New Holland’s ConExpo Announcements
09:38 - New Holland’s C362 CTL
11:39 - New Holland’s Customer Base
13:01 - How New Holland and Case’s Different Customer Bases Shape Their Products
14:05 - What’s Next for New Holland Construction?
15:51 - Purchasing New Equipment? Don’t Forget About New Holland
Video Transcript:
Bryan Furnace:
Today we're here to talk about New Holland. New Holland probably isn't the first name that comes to mind when you're in the market for construction equipment. And in fact, most of us in the industry think of New Holland as the farmer's brand. But here to talk with us today about that is Tyler Mills from New Holland and he's going to kind of help us sort through this and then talk about some of the new machines New Holland has to offer.
So I'm going to hit you with the big question right up front here. Everyone on the construction side it seems looks at the New Holland brand and they're like, "Oh, that's the farmer brand. That's not construction equipment." But for a lot of people who aren't familiar, you guys have a very tight relationship with CASE. Can you kind of talk about that?
Tyler Mills:
Yeah, sure. And first of all, I think the fact that people associate us with the farmer base is fundamentally a good thing. It's an area where New Holland Construction plays very strong as a legacy brand. Our original skid-steer loaders and backhoes were developed under the agriculture umbrella and marketed through our agriculture dealers and we have a real strong tie to the ag community. That's something we're proud of and something we definitely try and promote, grow, preserve as part of our DNA. The other side of it is really we are a construction brand. Maybe a less commercial construction brand and one very much more targeted toward landscaping, a lot of municipalities, and think maybe more independent owner operator smaller types of businesses like that and our portfolio is very much geared toward that. So we pressing very hard into that part of the market right now in addition to preserving that farm legacy that you were talking about before.
Bryan Furnace:
And that's always been my experience with the New Holland brand is it's all of CASE's kind of small equipment that has really been rebadged and maybe tweaked in a few areas that it works a little more for the landscape and kind of agriculture market, but you guys just don't get into the big toys. You leave that for CASE from what I understand.
Tyler Mills:
Yeah. And it fits our customer demographic I think a little better. So what we look at is rather than just having two competing overlapping brands, which can be really challenging in the market, what we've really tried to do is focus really on who are our customers, who are the customers we're really looking to go after? And New Holland has a very big opportunity different from the traditional CASE Construction customer who would be more commercial operator, heavy construction type of a customer base. New Holland has an equally strong presence in that lighter construction area.
And then the other side is being a part of a larger umbrella of product, sharing a lot of DNA, like you said, with CASE, New Holland actually brings a lot of its legacy product development types of things into the market...