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Transag launches new plans for expansion in 2024

​Transag Centre on New Zealand’s North Island is the latest CNH Industrial dealership to be confirmed as a dual dealer for both Case IH and New Holland machinery.

Earlier this year, following a decision by CNH Industrial to establish a new retail footprint for New Holland in New Zealand, CNH Industrial’s Case IH dealerships stepped up to take on the New Holland brand during the transition. Since then, multiple Case IH dealers have been confirmed as official New Holland dealers, with Transag’s dealer principal Euan Avery looking forward to what’s ahead.

“It’s an opportunity to expand our business with both brands. We have plans in place for 2024 to accommodate this change to ensure we’re offering the best support we can to our Case IH and New Holland customers,” Euan said.

“It gives us an opportunity to look at moving into different areas and taking our business in new directions.”

Currently Transag has branches in Palmerston North, Hawera and New Plymouth, but changes are on the way.

The Hawera and Palmerston North dealerships will be extended, while the New Plymouth operation will be closed and a new dealership established in the Wairarapa region located at 17 Edwin Feist Place, Masterton.

“We currently cover the Wairarapa region from Palmerston North, however, with the addition of the New Holland brand we have taken the opportunity to set up a new dealership located in Masterton. We look forward to servicing our existing customers and growing new and current relationships,” Euan said.

Transag takes over the site they’ve purchased in Edwin Feist Place, Masterton, on January 19, 2024. They have plans to start the new building work in Hawera from February 24, and start extensions at the Palmerston North branch – which will include a new showroom and extended parts area – by July next year.

TransAg was established in 1986 in Palmerston North, with Euan’s father Merv Avery one of three people behind the original venture. He bought out his two partners in 2002 and Euan came on board shortly after.

Today, the business has 32 staff, who are excited about the changes and what’s to come in the new year.

“They’ve been very supportive and can see how the business is evolving and moving forward, and they can also see additional opportunities for their own career advancement,” Euan said.

Once the expansions are complete, Euan said they would obviously need to recruit additional staff to ensure the high standard of service and support that Transag is known for is maintained.

“Taking on the New Holland brand we obviously need to cater for more customers, and with that comes more room for parts and service operations. Service sells, that’s what we stand by, and parts supply is critical, so we need more people on the ground to ensure those standards are ongoing,” Euan said.

“This is about investing in the future of our business, and ensuring the needs of our customers are met at every step, and they have the equipment they need to keep their businesses running as profitably and efficiently as possible.”​​

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New Holland Agriculture a brand of CNH Industrial N.V. ©
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