NEW HOLLAND – Network and product range expansion to exceed the needs of its customers

New Holland was formed via the merging of its previous, heritage brands - Fiat-Kobelco, Kobelco, O & K and New Holland Construction, previously a manufacturer of only light equipment – effectively bringing together their 235 combined years of history and experience. The result is a powerful, global, full-line brand with the ability to compete effectively in world markets.

Already with more than 100 dealers and 180 outlets across Europe, the is continuing with its network expansion and geographic coverage in order to ensure its proximity to customers.

With 12 product families with some 80 different models and more than 600 different machine configurations, the New Holland product range spans both heavy and compact equipment, with the ability to respond to the needs of its customers however diverse they may be. Specialist activity sectors are also catered for with the inclusion of demolition rigs, long reach equipment and “industrial handlers”; machines able to respond to customer needs in a wide range of industrial applications such as wood re-handling, scrap, and waste management / re-cycling.

These “Industry” version wheeled excavators, featuring a choice of fixed raised or hydraulically elevating cab, provide outstanding visibility over the working area in what can often be difficult and hazardous working conditions. In such activities, safety of both the operator and fellow workers can never be underestimated.

More recent developments are special “rail-road” machines. Developed around both crawler and wheeled excavators, these units are just as comfortable on the rails, working to repair and maintain rail networks, as off them, providing their customers that added flexibility.

For the design and manufacture of its crawler excavators, its core product line, New Holland has a global alliance with one of the industry leaders in the field, Kobelco Construction Machinery Co., Japan. World-renowned for its leading technology, Kobelco is especially renowned for the “short radius” excavator technology it pioneered. This design concept ensures that the upper structure of the machine, when turning, barely overhangs the tracks, as the widest part of the machine, and on some models, known as “zero tail swing”, the upper structure remains within the width of the tracks.

Increasingly in demand across Europe, such machines, thanks to their compact dimensions, can work with ease on congested job sites, so often the case in inner-cities and areas of high density population. Safety too is a prime consideration with this type of equipment as the risk to anyone who may move close to the machine is greatly decreased as the potential “crush zone” behind the machine is minimised or, with zero tail swing, no longer poses a risk. A further advantage, and not to be underestimated, is the reduced risk of damage to the machine as the likelihood of the upper structure striking obstacles when turning is greatly reduced; so too are the expensive repairs that would otherwise be necessary.
New Holland’s approach to meeting the diverse and ever changing and demanding needs of its customers is somewhat unique insofar as it is able to bring to market “innovative yet practical solutions” to address those needs. A recent example has been seen in the E215 “Multi-function” crawler excavator, essentially a long reach excavator but, when not required to work in that mode, is re-configurable to a standard excavator, offering 100% machine utilisation, to the obvious benefit of its customers, ensuring a maximum return on his investment. Originally designed in the company’s San Mauro plant in Turin to meet a specific requirement coming from the Serbian market, sales have been excellent and, due to demand, the concept is under study on the larger, 35-tonne, E385 model.

Another example is the E150 “Blade Runner” “two-in-one”machine, presented as a prototype at this year’s INERMAT exhibition in Paris in April. Based on a 14-tonne machine upper structure mounted on a 20-tonne class chassis, the E150 Blade Runner, weighing in at just over 16 tonnes, will dig and lift more than a 14-tonne class excavator, but also offers the productivity of a mid-size dozer. The only one of its kind, Blade Runner really does re-define construction equipment versatility and is suitable for a multitude of applications…. confined spaces, embankment work, landfill sites… to name but a few, where digging, loading, dozing and backfilling requirements could be handled by the same machine.
Again, the benefit to customers is obvious, both from an investment and from a practicality standpoint, where one machine can effectively perform the tasks of two.

Blade Runner emphasises once again the company’s capability to innovate whilst remaining totally practical.

Environmental responsibility is also key to New Holland. Consideration to energy source diversification and, again, thanks to its global alliance partner, Kobelco, Japan, enabled New Holland to recently present the “HYBRID”; a crawler excavator demonstrating the next step in the development of truly “environmentally friendly” construction equipment machinery.

Featuring both a diesel engine and an electric motor, the prototype HYBRID underlines the advanced technology of Kobelco in the domain of crawler excavator design, development and manufacture. Kobelco, the first manufacturer in the industry to announce this technology, has been studying this new hybrid technology in order to reduce emissions as well as fuel consumption of hydraulic excavators.

The objective of this prototype Hybrid: to achieve a 40% reduction in fuel consumption and CO2 emissions compared with the current diesel engine base model.

The hybrid system, relying also on its electric motor, allows for the use of a smaller diesel engine, compared with a standard machine; the engine working together with the electric motor. The smaller engine contributes to lower emissions and fuel consumption - another valuable and diminishing resource - but without sacrificing the machine’s digging performance.

The New Holland product range continues to expand and develop, as witnessed by the latest new model introductions: the B-Series wheel loaders, W170B and W190B, a product line featured in the latest James Bond blockbuster, Casino Royale and, the first of the latest generation crawler excavators, the E21B; both ever more responsive to customer needs.
To support its full-line product offering, the New Holland dealer network around the globe comprises 800 dealers and a total of 1600 outlets. Like new Holland products, the dealer network is a result of consolidating the individual networks of the previous, heritage brands and the network continues to develop as the brand imposes itself in the marketplace.

In continuing to strengthen its network, the focus is very much one of “partnership”, which can be translated into loyalty, profitability and continuity, to the ultimate benefit of New Holland customers around the globe.

With proven products and service support commitment for its customers, and with a strong and committed dealer network around the world, New Holland represents a powerful, global force to really challenge the market.