The roles of Case and its sister-company New Holland have been redefined, with Case concentrating on the construction industry, with New Holland’s focus on the agriculture sector.

For many years, the two companies have had an apparently overlapping portfolio of products, but Andy Blandford, vice president for construction equipment in the EMEA (Europe Middle East and Africa) region said that this had now changed.

He said, “The strategy is that Case has a great product range, from 1 tonne to over 75 tonnes. There is still a New Holland construction brand, but only for compact machines.”
He said that these New Holland machines would be sold in the agricultural industry, and would have specific additions that would appeal to that market. The same compact machines will be set up for construction work, and carry the case brand.

He said the change, which was started last summer, had been carried out in a low key way.

“Case New Holland Industries has two valued construction brands. We’ve decided strategically for Europe, the Middle East and Africa that our prime focus for construction equipment customers is Case Construction Equipment. So everything from 1 to 75 tonnes for infrastructure, waste, quarrying, recycling and house building is Case Construction Equipment.

“That said, we have a second brand which is New Holland, and there we’re selling compact products solely through our agricultural equipment network.”