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Dear Partners,
We have been living in extraordinary times: sustainable agriculture has become a global issue,
and a popular topic of conversation for experts like us and, more surprisingly, the general public.
The perception that the future of the planet depends in part on efficient and sustainable farming
has grown immensely over the last few years. For New Holland, who launched its Clean Energy
Leader strategy in 2006, ten years ago, this moment of awareness is extremely important.
Not just because of last year’s Expo Milan 2015, which has permanently changed the perception
of the general public about our planet, and what it means to grow, and harvest, and process
the food that we need to keep it alive. It is also about our ability to continue our policy of constant
innovation. It is about our quest for a sustainable planet, through sustainable farming. A quest that
has our full and total commitment.
This is the same commitment that we find when we reach out to our clients. Listening to farmers
throughout the world is, and always has been, one of the foundations of our company culture.
Examples can be found in this issue of Partners, which features the voices of many farmers
who testify to their strong and positive bond with the New Holland brand and its products.
As a brand, we consider sustainability, present and future needs of farmers and innovation as parts
of the same mission. That is why we believe the two fundamental key drivers to our innovation
are making the machinery that farmers want, and making it sustainable for the planet.
We listen, we anticipate our customers’ needs, and we provide them with the choice they need.
In terms of performance. In terms of flexibility. And with the best levels of safety and emissions,
with a keen eye on sustainable projects and precision farming.
We are assisted in our mission to innovate by our parent group CNH Industrial: the third largest
capital goods manufacturer on the planet. And also by our sister company FPT Industrial, global
leader in the development of high performance powertrains, best-in-class in terms of emissions.
But one of the most tangible proofs of our innovation is in the product itself and the solutions
that it provides, from the new middle range T5 and T6 to the high power totally new T7
Heavy Duty range. This innovation has been recognized by international awards and by totally
independent testing institutes, as you will read in the following pages.
It is also recognized by the farmers who spend their days in the field: we have always invested and
shall continue to invest in research for farmer safety and comfort.
Our clients are well aware of this: during the long days of harvesting they know they can count on
our Harvest Suite™ Ultra Cab, or when spraying, as in our Braud line for vineyards, they sit in a cab
that has the Blue Cab™ 4 technology that is totally insulated with clean, filtered air. And for this
we have won yet another award. One of the many that over the years have certified the strength
of our innovation and our ability to listen to farmers’ needs.
Listening to clients means, necessarily, being close to clients. With a strong presence in five
continents, we are close to farmers across the globe. But we want to step even closer, as we have
done with the search or acquisition of new distributors in Africa and the Middle East. And we want
to keep close to our customers with our communications tools, that have evolved to suit a changing
world, leading the field in the industry. Our brand-new product Apps and immersive 360° Apps
have had great feedback from clients, who have reacted warmly to our approach; thanks to our
ability to listen and to find our new ways of communicating, to create stronger bonds,
we are closer to our clients than ever.
Sustainability, dialogue with our clients, advanced product features, immersive and interactive
communication tools: all this encompasses our definition of innovation. Innovation that will take us
into these extraordinary times. Together.
THE WORLD OF NEW HOLLAND AGRICULTURE
Carlo Lambro
Brand President New Holland Agriculture
Extraordinary Times