Back to all News & Events

New Holland Agriculture outlines its strategy for 2021 in virtual European press conference

New Holland Agriculture holds today its first European virtual press conference to present its strategy and product offering for the first half of 2021. This is one of three digital events the brand is holding in February to maintain a constant dialogue with its employees, dealers, and members of the press at this time when the usual opportunities for meeting are limited due to Covid-19 restrictions. The event is hosted on a new platform that will offer a seamless experience for a large audience.

The title of the event, “Let’s get it done… all_ways”, expresses New Holland’s can-do attitude and its capacity to overcome all challenges – even the current unprecedented situation.

A solid performance in challenging times
The European agricultural equipment industry suffered, with sales volumes for the year dropping in all segments, in spite of a recovery in many countries during the second half. In this context, New Holland closed the year with its overall market share just slightly down and maintained its leadership position in markets such as Italy, Poland, Denmark, Belgium, the Netherlands, Portugal and Ukraine. Carlo Lambro, Brand President New Holland Agriculture, states: “At global level, New Holland closed the year with a solid performance that confirms our brand’s strength. Our focus for 2021 will be to consolidate our vision as a full-line brand. To do this, we will continue to develop our full line-up to offer strong value propositions in every agricultural segment and we will continue to extend the scope and breadth of our Clean Energy Leader initiatives, with new innovations and partnerships.”

Sean Lennon, Vice President Europe, New Holland Agriculture, adds: “In Europe, the first half of 2020 was particularly challenging, but New Holland took immediate action to ensure the safety of its team and its dealers’ teams, and to protect their economic sustainability. We rapidly implemented actions – some of which are still in place today – and targeted financial initiatives in different markets. In the second half of the year the resilience of our industry started to show with sales recovering.”

“In 2021, our strategic objective is to further establish our position as a 360-degree brand by reinforcing our role as a full-liner who serves all customers and satisfies all their needs, offering strong value propositions and exclusive, unrivalled solutions. On the harvesting business, we aim to grow our sales in line with the position our product technology and productivity deserves,” he says.

The full-liner brand constantly renewing and expanding its line-up
New Holland is constantly investing in further enhancing and extending its offering with new ranges, models and innovations, such as the products reviewed at today’s event, which will reach the markets in the first half of 2021: The Methane-powered Tractor will be delivered to selected customers in Germany, France, Italy, the UK and the Benelux, in preparation for its entry in New Holland’s range later in the year.
Two important partnerships will bring new innovations in the Specialty sector: a new bio-methane tractor prototype that will be tested in the vineyards of Fontanafredda, and an innovative concept for the electrification of implements for vineyards and orchards developed with Italian manufacturer Nobili.
The CH7.70 Crossover Harvesting™ combine makes a leap forward in technology and productivity delivering capacity and versatility without equal in the mid-range combine market.
The new high-capacity BigBaler High Density Packer model, featuring three 3-tine packer forks, delivers the same unrivalled performance provided by the award-winning Cutter version.
The 6-cylinder T6.160 Dynamic Command™ tractor is a true multi-tasker that brings the unique combination of compact size, 6-cylinder engine, and New Holland’s exclusive Dual Clutch technology.
The Precision Land Management solutions will further expand with new services within the MyPLM Connect Portal, such as the Remote Services that enable dealers to conduct diagnostics and software operators remotely, and the full integration of AgDNA with the portal, which automatically visualizes key agronomic data for enhanced insights driving improved decisions.
New Holland’s implement offering will expand for selected countries in Europe with a new subsoiler, compact disc harrows and an SRC rear-mounted row crop cultivator for inter-row crop weeding.
New Holland wheel loaders have been further improved to deliver additional TCO savings and an enhanced user experience.

More new product launches will follow in the second part of the year, further extending and improving New Holland’s full line of equipment.

Next appointment with New Holland: YOUNIVERSE (9-18 April), the virtual agricultural fair
New Holland is planning further digital events to maintain regular contact with its customers, dealers and members of the press, starting with its participation in YOUNIVERSE digital fair, where it will be welcoming guests on its virtual stand. This will be the first agricultural machinery fair of its kind, hosted on a new interactive platform that will lead participants on a journey of discovery in a unique, totally immersive infotainment experience.

Back to all News & Events