Big changes but CNH Industrial dealers confident customers are the big winners


Since CNH Industrial reclaimed the distribution of its Case IH and New Holland Agriculture machinery, NZ dealers have ushered in changes aimed at creating more positive outcomes for customers across the country

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Giltrap Agrizone dealer principal Andrew Giltrap; general manager New Holland Agriculture Australia/New Zealand Bruce Healy; and Cochranes dealer principal Chris West

It’s almost 12 months since CNH Industrial reclaimed the distribution of its Case IH and New Holland Agriculture machinery in the New Zealand market. Since then, New Zealand-owned dealers have ushered in changes aimed at creating more positive outcomes for customers across the country.

On 1 July 2022, a distribution agreement with CB Norwood Distributors to wholesale Case IH and New Holland machinery ended, although Norwood’s retail rights remained unchanged at that point.

In January this year, CNH Industrial announced the establishment of a new retail footprint for New Zealand, with Norwood now having departed from the CNH Industrial dealer network.

For the remaining CNH Industrial dealers – many of them Case IH dealers with the exception of R&R Tractors in Te Puke – the departure of Norwood meant they immediately assumed responsibility for the New Holland brand in New Zealand in a caretaker capacity, with dealerships rising to the challenge and implementing new arrangements to ensure customers continued to receive service and support.

For Andrew Giltrap, dealer principal of Giltrap Agrizone on the North Island, it meant some dynamic changes, added responsibility, and some reflection on the fact the business was a New Holland dealer at one time.

"It has been a time of enormous change, and that’s been challenging at times, but my team have stepped up and are doing everything they can to meet the needs of our customers, both existing customers and former Norwood customers," says Andrew.

"We’ve had really good feedback from customers on the service we’ve been able to provide and the issues we’ve been able to resolve, which has been very pleasing.

"As an authorised dealer for New Holland machinery, we want to assure those customers that we’re committed to the brand, and we stand ready to support what they need, from the purchase of new machinery to the service and maintenance of existing machines in their business."

Dealer principal of Cochranes, on the South Island, Chris West agrees it’s been a few big months, but like Andrew, he can see the changes bring some big opportunities for dealers, and for CNH Industrial, as a whole.

"Since the changes in July, it’s been great having more CNH Industrial staff on the ground and supporting the dealers and customers. Moving forward now, with both Case IH and New Holland brands, I expect that support will only become greater," Chris says. "Customers have been positive about the changes and are looking forward to receiving the service and assistance they need and expect. We have had a number of New Holland customers ordering new equipment in the past few weeks, so it’s great to see that level of confidence already there. It’s an incredibly exciting opportunity for us as a business, too, and we’re looking forward to what’s to come."

All dealers have good levels of stock available in their dealerships at present, and a new finance deal for customers is also fuelling additional interest and opportunities.
Bruce Healy, general manager, New Holland Agriculture Australia/New Zealand, praised the CNHI dealers who stepped up to take on the responsibility for New Holland machinery in New Zealand.

"Bringing both the distribution and retailing of New Holland machinery in-house is a positive move and customers will be the biggest winners, although we appreciate there have been some challenges in the initial stages and customers have had to make some adjustments," he says.

Since July last year CNH Industrial introduced another major initiative: parts hubs at CNHI dealerships around the country. The brand and dealers have made big investments in additional infrastructure to accommodate an increased parts holding.

"The Case IH hub has been in place since August last year and that’s been fantastic because it’s meant we’ve had a lot of big, heavy parts that we may not usually stock, sitting here ready for harvest if required for combines and balers. A similar hub for New Holland will be ready for the next harvest," Chris says.

Andrew says for customers it means there are always more parts in stock, so there’s a faster turnaround when there are issues. In addition to the hub, they have also made substantial additions to parts stock in all of their dealerships.

Heath Joiner, CNH Industrial head of parts and service – agriculture ANZ, says the hubs were a key initiative that the company had worked hard with dealers to get up and running smoothly and efficiently.

"The dealers have made a significant commitment to this new strategy for parts supply, and we’re thrilled with the way it’s working and the reaction from our customers. We’ll obviously continue to refine the processes as we move forward based on ongoing feedback from dealers and customers."

Aaron Bett, general manager for Case IH Australia/New Zealand, says it had been gratifying to see Case IH dealers in the network respond to the need to support New Holland machinery and customers and he said there was no need for concern from existing Case IH customers.

"There have been some big changes in the past year, but they’ve all been designed to bring us closer to the market and to our customers and their businesses. Case IH customers can rest assured that through this latest transition, their local dealership will only strengthen while continuing to provide them with everything they need to operate as efficiently and productively as possible."

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