New Holland launches a Rental Program through its Dealer Network

1. PEOPLE AND BRANDS SHAPING THE WORLD VOL. IV – N. 2
Network
Development
Creating the ideal dealer partnership

2. Vol. IV – N. 2
Summary
CNH&You is the house organ of CNH 5 Editorial
(Case New Holland) published quarterly in four
editions (Europe, International Region, Latin America,
6 Creating the ideal network
North America) and in eleven languages
(Chinese, Dutch, English, French, German, Italian,
Polish, Portuguese, Russian, Spanish, Turkish) 8 Welcome to CNH’s new Intranet
Editor 9 CNH innovation for all to admire
Gualberto Ranieri
Managing Editor 10 Forty years and 250,000 skid steers
Roberta Barba
12 Together we’re stronger
Executive Editor
Francesco Polsinelli
14 Turkey: a growing market for Case IH machines
Brand and BU Communications
Roberto Bandoli – New Holland Agriculture 16 New Holland Agriculture’s vision of the future
Silvia Cassani – New Holland Construction
Diego H. de la Calle – CNH International
Kris Harper – CNH Parts & Service I 100,000 APH cabs in France
Paula Inda – Case Construction Equipment
Duane Nelson – Case IH Agriculture II Poland, a market with great potential
Ben Sterling – CNH Capital
Regional Editors
IV T7000 AC: top drawer training for an exceptional model
Roberta Barba – Tania Bertolucci – Stefano Ferro
Tamra Knudsen – Milton Rego – Ralph Traviati VI Case renews exclusive supplier deal with the UK’s Environment Agency
Contributing Editors
VIII The lords of the vineyard and the orchard
Chad Bernhard – Judy Bitler – Jorge Gorgen
Kelly Hrajnoha – Liana Iacobelli
Anna Kasprowicz – Unette Lemke – Lisa Moran IX Steyr does the double in Austria
Laura Overall – Sara Sebastianelli – Tom Witom
X Rentals in a yellow jersey
Production Editor
Via Plava, 80
10135 – Turin XII Brief News
E-mail: CNHandYOU@cnh.com
19 Product Representation Process and Terra Novus
Editorial coordination
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20 New production lines in Uzbekistan
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32 Fiat Group News
27.12.2006”
34 Kids’ corner
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3. Europe
Rentals in a yellow jersey
Thanks to New Holland Construction’s new programme, renting construction
machinery has never been easier for clients and as beneficial for dealers
An annual turnover in excess of 33.6 the fluid market conditions; offer a machines was exciting.”
million Euros, according to the complementary sales and after-sales First of all it was necessary to define
European Rental Association. This service. On this matter Nicola Cirilli, the boundaries of our ‘playing field’.
statistic on its own reveals the European Rental Operations Manager, New Holland decided to launch the
importance of the European rental recalls: “When I was offered the service relying solely on its network of
market in the construction machinery opportunity to come to New Holland authorised dealers. It will be them, in
sector. But a purely monetary value, as Construction to look after rentals, fact, with their own fleets who will play
important as it is, is not able to explain I was immediately enthusiastic about the leading role. “We are convinced –
why, now more than ever before, it is the enormous untapped potential. explains Cirilli – that rentals must
of strategic importance to develop a The challenge of conceiving and become another tool at the disposal of
successful rental programme able to: constructing a unique and original our commercial partners; our role is
reinforce the brand’s image; adapt to rental model for Fiat Group’s yellow one of coordination and support.”
X CNH&you

4. Off to a flying start!
Destination: Europe, starting point: Germany. More precisely, since August 2008,
the Unna dealership, owned by New Holland, has been conducting a pilot project
for the new rental programme. The results are even better than expected and are
testament to the carefully conceived service. With a fleet of 40 earth-moving
machines, the average usage in the first six months was equal to 57% (+14% in
respect of the budget). The threshold level for increasing the fleet has almost been
reached in order to avoid running the risk of losing contracts due to a lack of
available machinery. The next step is to expand the programme to all German
dealerships by the end of the summer and then to Italy. The rest of Europe will
follow suit.
Nicola Cirilli, European Rental
Operations Manager
Support is provided through a series factor in “stealing” sales? “This risk machines.” So, is it all bed of roses for
of “off-the-shelf” services, accessible simply does not exist! In the modern New Holland rentals? “Not at all. The
to all of the dealers, enabling them construction market, purchasing and rental segment is complex and fluid,
Europe
to select what they require for rentals are not in competition, they even if it is a segment experiencing
their individual business. These respond to different needs of the same continual growth; as a result, if we
‘products’ include commercial plans; end users. Moreover, rentals increase keep faith in our slogan: ‘Built around
communication tools; software and useful contact with potential customers you,’ we should be able to continually
rental procedures; a dedicated and avoid the danger of long-standing adapt the service in line with our
area on the website; a contact clients going elsewhere to rent customers’ needs.”
centre; innovative financial packages
(developed in partnership with CNH
Capital); and training. “The last point –
explains Cirilli – can be delivered in
three different waves and to three
distinct audiences: the front line New
Holland Team (country managers,
marketing directors and business
managers); top level dealer
managers; dealership staff who
will propose and sell the rental
services to the end clients.”
How can we convince
those who consider the
rental market as a risk
CNH&you XI