Anew global full-line brand – New Holland – has just been created, uniting the strengths of four already successful, specialist and regional brands.

New Holland brings together the 235 years of combined history and experience of Fiat Kobelco, Kobelco, O&K and New Holland Construction, supported by the ongoing commitment, drive and resources of Case New Holland (CNH), which was created five years ago to manage and support these brands as well as Case – the first global full-line brand within CNH.
Uniting this wealth of history and experience means that the already successful New Holland brand emerges as a leading brand and global player in the construction equipment industry, with a product line that already has the highest reputation for hard working performance and service support to customers, all over the world, says a spokesman for the company.
“In bringing together the four brands, we are both assuring existing owners and uniting the best and proven technology from around the world – Japan, Germany, Italy and America – the technology of Fiat Kobelco, consolidated by the global alliance with Kobelco, a world specialist in crawler excavators; the capacity for innovation on which O&K has earned its reputation; the quality, light equipment specialist products of New Holland Construction and  the renown of the already global New Holland name,” he adds.
In Europe, the Kobelco name, a brand name of Kobe Steel, will be included as an endorsement on New Holland crawler and mini-excavators, maintaining the design and technology link with Kobelco and further reinforcing the confidence customers feel in these products. In North America and the Asia-Pacific region, the Kobelco brand will be retained as an “excavator specialist”, supported by its own dealer network.
CNH continues to support and further strengthen the Case brand and will continue working with its second, global alliance partner, Sumitomo, for the ongoing development of the Case crawler excavator line, says the spokesman.
“In uniting these established brands, each of them a successful and significant player in its respective, geographic area, CNH is making a powerful, “full-line” offering of the already successful New Holland global brand, in the best, long-term, interest of customers and dealers alike,” he adds.
“This customer-driven fusion of brands could not have been achieved had the company not remained dedicated to satisfying the needs of its loyal customers along the way. From continuing to offer customers the brand and products in which they had invested and placed their trust, CNH moved quickly into pioneering platform engineering in the construction equipment industry. The process allowed for new products to be progressively developed and introduced using the very best technology, design and production capabilities whilst CNH continued to develop and strengthen each of its brands,” the spokesman says.
“In the last three years alone, this investment has seen 266 new models brought to market, as CNH has striven to exceed the expectations of its customers and attract new ones. With those new products now proven – “tried and tested” - in the marketplace, and accepted in the minds of their customers for their profitable performance and sheer dependability, all are now united into the New Holland global brand.

A completely renewed line-up
The New Holland model line-up is claimed to be the most modern in the industry today. Between April 2003 and October 2004, 80 per cent of the models that constitute the new range have been completely renewed; the remaining 20 per cent will be renewed between November 2004 and June of this year. Few, if any, manufacturers in the industry can claim such an achievement, the spokesman points out.

Uniting strengths
The New Holland dealer network unites the strongest dealers from the previous networks; dealers who share the CNH vision for the future of this second, global, full-line brand and the mission to provide total customer satisfaction, the spokesman says.
“For the most part, these dealers are already known to the majority of their customers and they know and understand the daily problems of the customers,” he says. “They are more committed than ever to providing the best products and the best follow through service, with one, clear objective in mind - the enduring success of their customers’ businesses,” he adds.
The New Holland full-line product offering will further expand the dealers’ front line capability to even better support their current, loyal customers; whilst being part of the New Holland family represents a further guarantee of investment and growth, opening up new opportunities and attracting new customers.
The dealer network will continue to provide parts and service support to all the loyal customers who own and operate equipment carrying the Fiat Kobelco, Kobelco, O&K and New Holland Construction names.
“As New Holland emerges, the focus remains on the customer,” he says. “New Holland addresses the future and the need to focus and invest in a single, powerful, global, full-line brand… in the best interests of both current and future customers. The expanded global market for New Holland products will significantly enhance the residual value of customers’ equipment, further protecting their investment.
“With proven products, service support commitment for current and new customers alike and a dealer network stronger than ever, New Holland represents a powerful, global force and, as such, presents a powerful, new challenge to the market.
“What makes New Holland special is not only the extent of its already proven, global, full-line product offering but the strength and values of the brands it has inherited. Call it hybridisation or genetic engineering; uniting these individual strengths and past successes, New Holland sees the birth of a brand that is set to be far stronger than the constituent parts,” he concludes.