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New Holland President: We Need to 'Clean' Our Dealer Network

In an interview at this year’s Farm Progress Show, New Holland Brand President Carlo Lambro says the company is looking to remove several other manufacturer brands from its dealer network in the future to “clean” the network as much as possible. This will be part of a larger plan to revitalize the North American New Holland network. He says that, as a first step, it is looking at removing OEMs with equipment that competes with New Holland’s own products.

The goal is “to try to clean as much as possible in our network,” says Lambro. “We know that we have several other OEMs that are sold through our network. We will not eliminate all because some OEMs will resist. But we believe there are some OEMs that, today, provide products that are existing alongside the New Holland line that are competitive products, in terms of pricing, delivering and product features. This is going to be our first step.”

The second step in this plan will be moving the New Holland network into territories in which Lambro says the brand isn’t well covered, including Florida and Texas. He adds that the company should “rationalize” its network somewhat and look for new investors in areas where the brand doesn’t have a strong presence or any presence at all. New Holland is not looking to explore the realm of manufacturer-owned stores according to Lambro, who says the company had toyed with the concept outside North America before, and it was “not a successful story.”

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