In This Issue

2017 Cash Crop Tour

Rental Show Reflects Industry Optimism

What’s New on AMP!

March 2017

Product Update Meeting Draws Service Personnel

‘Four for the House’ Winner

Reaching Customers with PLM™ Technology

The Survivor at Daytona 500 and more!

Winter Farm Shows Kick Off with New Product Introductions From the World Ag Expo in California, to the National Farm Machinery Show in Kentucky, to the Commodity Classic in Texas, farmers throughout North American have been busy traveling to trade shows and con-ventions to see the latest in ag technology. The qualified leads generated at all of these shows are being forwarded to dealers for follow-up. World Ag Expo, Tulare, CA Rain and snow brought an end to the drought in northern California, much to the relief of farmers attending the World Ag Ex-po. Less than 25% of California remains in drought, according to the weekly U.S. Drought Monitor. Last year, drought covered 97% of the state. New Holland displayed a wide range of products for West Coast agriculture, in-cluding new compact tractors, grape harvesters, specialty tractors, haytools, construction equipment and more. National Farm Machinery Show, Louisville, KY At the National Farm Machinery Show, the largest indoor farm show in America, sprits were also high. “Attendance was awesome and the booth was packed!” said Rebecca Gunderson, Show Manager. “Merchandise was flying off shelf in the New Holland Country Store, lots of leads were generated and plenty of people checked out the equipment.”

In celebration of the 50th anniversary of the Rolabar® rake, attendees were invited to enter a contest to win a Rolabar rake. They also had the opportunity to take a look at the NHDrive™ autonomous concept tractor and check out the latest product introductions from New Holland (see page 3 for details.) Commodity Classic, San Antonio, TX The 2017 Commodity Classic, held March 2-5, is America’s largest farmer-led, farmer-focused convention and trade show. Members of the corn, soybean, wheat and sorghum associations join to hear educational speakers, attend commodity meetings, network with other farmers, and of course, see the latest products for cash crop farmers. Industry speakers also noted a renewed optimism on the part of farmers going into 2017. New Holland displayed cash crop equipment, as well as the PLM™ Drone Management and other precision farming technology (continued on page 2).

Customers flood the New Holland booth at the National Farm Machinery Show.

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Winter Farm Shows (continued)

Cash Crop Customers Tour New Holland’s World-Class Manufacturing Facilities Forty-two customers and dealers trav-eled to Europe for New Holland’s 2017 Cash Crop VIP Plant Tours February 26-March 4. Accompanied by New Holland marketing staff members, they toured two of New Holland’s world-class manu-facturing plants in Zedelgem, Belgium, and Basildon, United Kingdom, seeing firsthand how New Holland makes CR and CX combines, BigBaler Series large square balers, FR Series self-propelled forage harvesters and the T6 and T7 Series tractors. Additionally, the group toured a Belgium dairy, Ghent Castle, and the cities of London and Bruges. Tri-Ag Implement, Wainwright, AB, was represented by 12 customers and staff members. It was an especially meaningful trip for one customer, who saw his combine come down the line. “He was really excited and came back and told all of his neighbors," says salesman Darcy Rutledge. Bingham Equipment, Mesa, AZ, brought eight customers and employees on the trip.

“It was good for our customers to see how much thought and planning goes into building a piece of equipment. There is no waste in time or money,” says salesman Brant Bingham. “The best thing for us is stepping away from the day-to-day routine with our customers. We get to work more as a team as we learn about the equipment together,” he says. Rutledge agrees. “I really like the bond you make. You get to become very good friends with your customers and that will continue through everything.”

The Cash Crop Tour group at the Zedelgem plant.

Top left: Guardian™ and Miller sprayers were displayed side-by-side at the National Farm Machinery Show. Above: At the Commodity Classic, cash crop equipment took center stage. Left: A full line of New Holland Construc-tion equipment was part of the New Holland display at the World Ag Expo.

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New Products Introduced at Winter Farm Shows Three new Precision Land Management™ technologies were introduced at the National Farm Machinery Show and World Ag Expo, and were also prominently displayed at the Commodity Classic. • PLM™ Drone Data Management is a new drone data package that assists farmers in collecting up-to-date aerial data mapping of their operation. The package includes a one-year software sub-scription to the PLM Drone Data Management (powered by DroneDeploy), the DJI Phantom 4 Pro drone with RGB camera, other drone accessories, and a hard plastic storage case. • IntelliTurn utilizes NHDrive™ technology to intelligently turn the vehicle, automatically calculating and executing end-of-row turns, without the need for manual steering. • PLM Cygnus-A, a mid-range receiver at a mid-range price point, is the ideal receiver for IntelliSteer LITE, New Holland combine yield monitors, third-party displays or for standalone receiver needs. The increased platform kit support and a mid-range DGPS receiver further strengthen the IntelliSteer LITE product offering into 2017. The new Rustler™ 850, made in collaboration with Textron Spe-cialized Vehicles, debuted at the National Farm Machinery Show, World Ag Expo and Commodity Classic. The Rustler 850’s 62HP EFI engine is precision-tuned to maxim-ize power and performance, while its four-wheel double A-arm suspension ensures a comfortable ride. Standard front and rear sway bars promote superior agility and handling on off-road ter-rain. With a 1500-lb total capacity, the Rustler can handle heavy-duty loads for work, or haul gear and coolers when headed out for relaxation after the job is done. The new Boomer™ and WORKMASTER™ lineups, including the all-new Boomer™ 55, was introduced to the public at the National Farm Ma-chinery Show and World Ag Expo. These compact tractor models meet stringent Tier 4 Final emis-sions standards, while providing increased power with less fuel. The Boomer line-up debuts the most powerful Boomer to date, the Boomer 55. The Boomer 55 delivers higher horsepower – 55 gross horsepower – without additional weight for maximum perfor-mance and productivity. The Boomer 55’s higher power-to-weight ratio translates into lower ground pressure to reduce compaction and turf damage. The Boomer line is backed by Boomer Guard6, a warranty package for 6-year worry-free operation, including two years of bumper-to-bumper coverage plus an additional four years of powertrain protection. The new WORKMASTER lineup includes two rugged, eco-nomical compact tractors – 35 and 40 horsepower – offering more speed choices than competitive tractors, an emissions system that’s automatic, high-capacity hydraulics to deliver a dedicated flow of 8.2 gallons per minute and a three-point hitch lift capacity of 1,807 pounds.

PLM™ Technology

Rustler™ 850

Boomer™ 55 & WORKMASTER™

Display at National Farm Machinery Show

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EVENTS

CALENDAR

The ARA Rental Show Attendance Reflects Industry Optimism

Confidence in the rental industry is high, as evidenced by the attendance at The Rental Show, the convention and trade show of the American Rental Association. Attendance at the show, held in Orlando, FL, was the highest since 2006. “The sentiment among attendees and exhibitors was one of optimism,” said Tony Conant, CEO of the American Rental Association (ARA). “Several exhibitors I spoke with were a bit surprised by the buying activity. They said that the buyers were replacing fleet and adding fleet, which means that the rental operators are preparing for growth.” Engaged crowd It was a busy show for New Holland Construction, with lots of traffic and lots of quotes generated. A pre-show mailer was sent to ARA members in advance of the show to encourage them stop by the booth and register for a chance to win a $5,000 New Holland reward card. Quotes were provided on the spot to potential customers. Those quotes were passed along to the TBMs so they can provide the info to dealers for following up on those leads. According to the ARA, U.S. equipment rental revenue is projected to reach $48.9 billion this year and grow at an average rate of 4.3 percent over the forecast to top $56 billion in 2020. “Remember, ARA members now qualify as National Accounts,” says Brad Wenger, New Holland Construction Skid Steer Product Marketing Manager. “Use this as a great opportunity to grow your market share by targeting local ARA members, and close on the leads provided from the ARA show. “

Two Ontario dealers, St. Catherine’s New Holland and Regional Tractor, joined New Holland as sponsors of the February 20-28 Scotties Tournament of Hearts Canadian Wom-en’s Championship as part of New Holland’s partnership with Curling Canada and the Season of Champions events. As bronze sponsors, the dealerships had ads throughout the tournament, signage at the event and in the daily newsletter, an ad in the fan booklet, signage on the main scoreboard, game tickets to give away, and curling trading pins with their dealer-ship name – a popular tradition with curling fans. New Holland also had a booth and St. Catherine’s brought in a Boomer™ 24 to display. “Sponsoring this event was a no brainer. To be side-by-side with the brand and getting advertising, the benefit is twofold for us. For the amount it cost us, it was well worth it,” says Regional Tractor Vice President John Hepburn.

New Holland Construction Skid Steer Product Mar-keting Manager Brad Wenger talks with talks with a publications editor about New Holland's recent product launch, the L234.

A full line of New Holland Construction equipment was displayed at the ARA Rental Show. like this U89C.

Scotties Tournament of Hearts Sponsorship

Curling fans show their New Holland pride! The hats are given away at New Holland-sponsored events.

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New Line of Mini Excavators Debut

New Holland Construction publically debuted its new line of mini excavators in March. The New Holland Construction mini excavators, with six new models ranging from 1.7 to 6.0 metric tons, offer com-petitive performance measures including extended life com-ponents, liquid-cooled industrial, Tier 4 Final compliant diesel engines, auto-shift traveling system and low noise levels.

Performance features: • Rail & inter-locking type track • Auto shift travel system automatically downshifts when load is sensed to increase torque and upshifts once load is no longer sensed • Auto idle capability to automatically idle when operator does not give input to the control handles and returns to throttle setting when operator moves stick • Top of class ground clearance and excellent dozer blade lift height • Variable undercarriage (E17C) retracts for entry through tight egresses and then extends for stability • ESL (Engine Start Limit) System (anti-theft) ensures passcode is required to start engine. Time between engine starts can be manually set.

Get your piece of the growing mini excavator market with the new line from New Holland Construction.

Mini-excavators showed

strong growth in 2016,

up nearly 12% year-over-

year and equal to SSLs.

These new, free resources are available on AMP! to help you promote your dealership.

What’s New on AMP!

READY ’N ROLLING Sales Event. March 1- June 30, 2017 Co-op & shopper ads Radio and on-hold messaging scripts Artwork to create your own ads Survivor Tractor materials. Support and raise funds for cancer research. Logo Radio & on-hold messaging scripts Digital banner ads Social media graphics "Spring Into Action” March 1— April 30, 2017 Co-op ads New co-op materials Boomer™ tractors P Series Air Carts NASCAR sponsorship (individual track ads)

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Product Update Meeting Draws 250 Dealer Service Personnel Nearly 250 New Holland dealer service personnel attended the 2017 North American Product Update Meeting in Lancaster, PA. Dealers covered a lot of ground in three days, attending almost 60 breakout sessions on product and service support systems. New Holland specialists reviewed topics ranging from product development and improvements to the latest in the technical support offering. New Holland took advantage of the unique oppor-tunity to have so many dealers “close to home”, not only conducting tours of the New Holland haytools plant, but also giving dealers an inside look at the engi-neering and technical support facilities on the North American headquarters campus in New Holland, PA. The newly re-formed Dealer Service Council also con-nected with dealers in a special session to promote their mission to “Define and address the business issues driv-ing Dealer’s Service Success.” Paul Hatfield, Director of Aftersales, says he saw noticeable dealer engagement at the event: “The dealer response was extremely positive. Attendees seemed to appreciate the opportunity to get direct interaction with Quality and Product Specialists, as well as with the New Holland brand management team. They really enjoyed Vice President Bret Lieber-man talking to group at dinner and having an open forum discussion afterwards.” Lieberman attended the event and reinforced New Holland’s emphasis on service. He discussed service top-

ics with dealers and addressed New Holland’s 2017 outlook. Lieberman also shared details on exciting new products and direction for the brand. Alec McIntosh of Champlain Valley Equipment de-scribed dealer feedback: “I found the [meeting] to be well-planned and executed. Lots of good information plus the time to discuss issues during and after the presenta-tions was valuable. It is always nice to tour the plant and see how the equipment that we sell and service is pro-duced and the way that the support staff, such as technical and engineering do their jobs. It was time well spent.”

‘Four for the House’ Winner Attends Tim Hortons Brier Curling Tournament

Left: Blair Buydens, Sales Manager at Mazergroup in Brandon presented Cam Hunter and his wife Marlene, with the Four for the House prize. Above: Denis Carter, Marcia Carter, Marlene Hunter, Cam Hunter (winner), Don Carter.

Congratulations to Cam Hunter, winner of the “Four for the House” promotion, the second part of New Holland’s “Sticks and Stones” in-dealership campaign. Hunter won four sets of tickets to the Tim Hortons Brier curling tournament in St. John’s Newfoundland. Hunter and his guests received VIP treatment for four days and 11 draws of world-class curling, including the exciting final championship rounds. The Brier features

Canada’s best men’s curling teams. As enthusiastic fans of Team Manitoba, they were especially excited to see their team advance to the finals and receive team autographed curling brooms! Hunter registered for the contest at Mazergroup in Brandon. The promotion was designed to promote customer engagement with dealerships in conjunction with New Holland’s Curling Canada sponsorship.

It was standing room only during a lunchtime product update session.

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Reaching Customers and Prospects with PLM™ Technology

Roll-Belt™ Round Balers Wins 2017 EquipmentWatch Highest Retained Value Award EquipmentWatch, the leader in data, software and insights for the heavy equipment industry, pre-sented New Holland Agriculture with the 2017 EquipmentWatch Highest Retained Value Award for Roll-Belt™ round balers. Winners of each cate-gory were selected based off projection to retain the highest percentage of its original value after five years. “The award is a true testament to our quality, excellence and market leadership in the Hay & For-age industry,” said Bret Lieberman, Vice President of New Holland North America.

Farmers attending the National Farm Machinery Show take a close look at a Roll-Belt™ round baler.

Outreach to customers and prospects that lets them know your dealership is dedicated to Preci-sion Farming is one of the key aspects of develop-ing and expanding your PLM™ business. In recog-nition of their efforts in this area, Quebec dealer-ships Societe Coop Agriciole Des Bois – Francs, Inotrac, and Machinere C&H, Inc., were honored with PLM™ Innovation and Success Awards at New Holland’s Precision Farming Conference. In the Open House and Customer Education Clinics category, the dealerships won because of their partnership with the Association of Quebec Grain Growers to hold clinics and demonstrations during the organization’s annual meeting. Every year, the Grain Growers hold their meeting at a member’s farm. Through the partnership, the New Holland dealers brought in tractors, a combine, Guardian™ sprayer and a booth showcasing PLM solutions, along with a giant screen for Skype presentations. Because of their success, the deal-ers have already scheduled three similar events for 2017. “As far as we are concerned, there is no doubt that only the best will survive in this industry. That’s the image we have to project. When we organize this type of event, we put ourselves in the limelight and we cannot afford to be wrong. The message the clients will remember is that pre-cision farming is an integral part of their decisions and that it is us they have to turn to,” says Paul-André Hénault, Manager of Sales, New-Net group. The second award was in another important

category, Selling to Competitive Equipment Owners. The dealerships partnered with Victoriaville CEGEP, a junior college and trade school. The school offers several hours of precision farming within the mechanics course work. Last year, the dealerships loaned machinery to the school for their PLM certification classes and the school pur-chased a GPS XCN-2050 at a special price for educational purposes. “With precision farming, development is achieved through the smallest details. If a dealership such as our-selves can play a part in a teaching environment, it seems obvious to us that we are having an impact on the industry and can help shape its future,” says Hénault.

Dealers in Quebec promoted their PLM™ expertise during on-farm clinics and demonstrations.

The Survivor Tractor Travels to Daytona 500

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Cancer survivors Penny Brammer and Denise Wolgemuth at the Daytona 500.

Among all the high powered vehicles at the Daytona 500, one stood out — The Survivor Tractor. It wasn’t there to impress with its speed; it was there to raise aware-ness of its year-long mission to raise money for cancer research. After its debut at the Pennsylvania Farm Show in January, The Survivor traveled to the Daytona 500 in February, where it was featured in the pre-race parade lap, and was displayed along with 23 pieces of New Holland equipment at a booth outside the racetrack. A number of New Holland customers and dealers attended the race weekend as VIP guests of New Holland, including Dennis and Denise Wolgemuth, the previous own-ers of The Survivor Tractor, and Mike Brammer, Executive Secretary of the Pennsylvania FFA, and his wife, Penny. Denise and Penny are both cancer survi-vors who tell their stories on The Survivor Tractor website. The Survivor Tractor will also be showcased at other NASCAR races throughout the season. From Daytona, The Survivor Tractor traveled to Venture Equipment in Arkansas, where it was part of the dealer-ship’s 10th anniversary celebration. The Survivor Tractor’s mission was promoted on the dealership’s social media platforms. Many of the people who attended the anniver-sary celebration had their photo taken with The Survivor Tractor and made a donation to the American Cancer Society. New Holland will also match donations during this yearlong giving campaign up to $100,000.

The Survivor tractor participated in the pre-race ceremony at the Daytona 500 NASCAR race. Dennis Wolgemuth, the previous owner of The Survivor, had the honor of driving the T6 tractor with The Survivor on a trailer in the parade lap.

Left: When Steve Merritt from Venture Equipment heard about the mission of The Survivor, he wanted it to be part of his dealership’s 10th anniversary celebration. Right: New Holland guests were entertained in a sky box/suite during race weekend. There they met Ty and Austin Dillon. Austin Dillon is shown here with Todd and Summer King from Kingline Equipment.

Get involved! If your dealership is hosting an Open House, anniversary celebration or other special event, you can request an appearance by The Survivor Tractor by con-tacting your Regional Marketing Specialist. You can also promote the mission of The Survivor Tractor on your website and social media with the resources availa-ble on AMP!