CASE IH AGRICULTURE
NEW HOLLAND AGRICULTURE
The product lines of Agricultural Equipment are sold primarily under the Case IH and New Holland brands and under the Steyr brand in Europe. Subsequent to the acquisition of substantially all of the assets of Miller in November 2014, certain agricultural equipment products are also sold under the Miller brand, primarily in North America. In order to capitalize on customer loyalty to dealers and the segment’s brands, relative distribution strengths and historical brand identities, the segment will continue to use the Case IH (and Steyr for tractors in Europe only) and New Holland brands.
The Group believes that these brands enjoy high levels of brand identification and loyalty among both customers and dealers.
Although newer generation tractors have a high percentage of common mechanical components, each brand and product remains differentiated by features, color, interior and exterior styling and model designation. Flagship products such as row crop tractors and large combine harvesters may have significantly greater differentiation.
Distinctive features that are specific to a particular brand remain an important part of each brand’s unique identity.
Examples include the Supersteer® tractor axle or Twin Rotor combine threshing technology for New Holland, the Quadtrac® tracked four wheel drive tractor for Case IH, and the front axle mounted hitch for Steyr. The Agricultural Equipment business product lines include tractors, combine harvesters, hay and forage equipment, seeding and planting equipment and sprayers. It also specializes in other key market segments like cotton picker packagers and sugar cane harvesters, where Case IH is a worldwide leader, and in self-propelled grape harvesters, where New Holland is a worldwide leader. The brands each offer parts and support services for all of their product lines. The segment’s agricultural equipment is sold with a limited warranty that typically runs from one (1) to three (3) years.
On November 26, 2014, the Group completed the acquisition of the assets of Miller, a leading manufacturer of precision spraying equipment that is now part of the New Holland brand, providing a strong platform to grow the selfpropelled sprayer business on a global scale.
Innovation and New Products
The Case IH Axial-Flow 9230 received a Silver Award at the International Machinery Manufacturer’s Awards (IMMA) at the UK’s Cereals Event held during June in Lincolnshire. The judges commended the Axial Flow’s innovative pivoting auger spout and folding unloading auger with the 9230 being the only combine to be recognized in the competition.
In the UK, Case IH expanded and upgraded its Farmall C tractor range to include six new four-cylinder models from 58 to 107 hp. All feature new 3.4-liter, four-cylinder, common rail diesel engines which are both turbocharged and intercooled.
Building on a field-proven Case IH tillage legacy, in North America the brand launched the new True-Tandem™ 345 seed bed disk harrow which delivers key advances to improve field finish, durability and machine productivity. Unlike competitive offset disk harrows, the Case IH True-Tandem’s symmetrical design offers a long life of straight and easy pulling in the roughest field conditions.
At the brand press event in France in July and at the Farm Progress Show held in Iowa in August, Case IH launched the Magnum Rowtrac tractor which pairs a proven Case IH oscillating rear-track system with front tire options to fit virtually any row width. The new tractor’s distinctive design makes it ideal for farming high-value specialty crops in wet conditions. At the same time the new 2015 lineup of Farmall® tractors and hay and forage tools were unveiled, expanding the Case IH offering for the livestock sector. Case IH also launched a new farm management system called AFS Connect 2.0 that uses advanced telematics technology to help producers effectively monitor and manage their operations. Additionally, at the Farm Progress Show, Case IH introduced a number of yield-boosting designs and options for both new and used planters to help producers get the most out of every acre. The five new options make up the new Case IH precision planting line-up and offer advantages in everything from seed placement accuracy to residue management.
In Brazil, for the second year in a row, Case IH was recognized as one of the top two most desired brands by the National Federation of Motor Vehicles (FENABRAVE) in the Tractor and Farm Machinery category following the results of their annual dealer survey.
Case IH launched its new Axial-Flow 4000 Series combines at the China International Agricultural Machinery Exhibition (CIAME 2014), held in October in Hubei, China. The two models, the Axial-Flow 4077 and 4088, are designed specifically for the Chinese market and produced at Harbin manufacturing complex which was inaugurated in July.
In November the Magnum 380 CVX tractor won the prestigious “Tractor of the Year” title at the 2015 TOTY® awards held in conjunction with the 2014 EIMA International fair in Bologna, Italy.
In December, the American Society of Agricultural and Biological Engineers (ASABE) included five Case IH technologies in the 2015 edition of the AE50 Awards. Every year, this prestigious awards series acknowledges the top 50 smart engineering product innovations introduced on the U.S. market.
New Holland Agriculture
New Holland had a successful start to 2014 with three FIMA Innovation awards at the Zaragoza show in Spain for the Opti-Grape™ technology on the Braud 9000 grape harvester range, the Opti-Speed™ variable speed strawwalker technology on the CX7000 and CX8000 Elevation combine range and the SmartTrax™ rubber tracks on the TK4000 tractor series.
In LATAM at the Expodireto show, New Holland launched six new models of the T7 tractor series, available with mechanical and semi powershift transmissions; the T7.205 and the TL 75 tractors were named the “Tractor of the Year” in their categories.
In August, at the Farm Progress show, New Holland celebrated the 50th anniversary of its windrower technology with the launch of the new Speedrower® equipped with the proven ECOBlue™ Tier 4B engine and the industry-leading QuickMax™ knife-change system. The brand also introduced the new Genesis® T8 SmartTrax™ Tier 4B that matches the overall versatility of a wheeled tractor with the high traction and flotation of rubber tracks ensuring minimum soil disturbance.
In October, New Holland launched its new CR10.90 combine harvester in Australia. The CR10.90, with its 652 horsepower, is the most powerful on the market. Its FPT Industrial Cursor 16 was awarded “Engine of the Year 2014”. The combine harvester is equipped with Twin Rotor technology, which delivers efficiency, increased capacity and grain quality.
In December, the American Society of Agricultural and Biological Engineers (ASABE) recognized four New Holland Agriculture technologies at the 2015 edition of the AE50 Awards.
In May 2014, CNH Industrial and The Climate Corporation, a division of Monsanto Company, announced a licensing agreement for precision planting technology. This non-exclusive agreement provides CNH Industrial and The Climate Corporation the opportunity for factory integration into CNH Industrial agricultural planters of select precision planting technology specifically designed to optimize planting performance, including the Case IH Early Riser® Planters.
In June, the joint venture between CNH Industrial and Koç Holding inaugurated its second manufacturing plant in Turkey, which will produce Case IH and New Holland Agriculture tractors for the local and export markets. The inauguration coincided with the 60th anniversary of TürkTraktör, the country’s leading tractor manufacturer.
In July, CNH Industrial inaugurated its new Agricultural Equipment manufacturing complex in Harbin, in Heilongjiang Province. With an investment of over $100 million, it is the largest agricultural equipment production plant in Northeast China. The Group plans to produce a complete line of products under the Case IH and New Holland Agriculture brands to support the China’s agricultural needs, and the full cycle of corn, wheat, soybean and hay production. The new complex will manufacture planters, tractors, combine harvesters and corn pickers (as well as their headers), and balers and hay tools.