In a letter sent to New Holland dealers on March 26, 2024, New Holland announced key changes to its structure as it relates to a larger CNH organizational restructuring. One industry source described the restructuring as a “major downsizing.” 

Dealers were initially told more details would be available April 9, but that meeting has now been moved to April 17. 

Key changes outlined in the letter to dealers focus on the North American leadership team, field sales, product specialist teams, and field aftersales. 

New Holland sales leadership has been “simplified with 4 regional sales directors reporting directly to the brand leader. This change will drive autonomy within the region and deliver the sales results New Holland deserves,” the letter states. 

Similarly, field sales management is being streamlined to 4 regional teams to align key states and enhance New Holland’s strategic focus in target markets. 

One of the most significant changes is in field aftersales, industry sources said. The newly created Field Aftersales Manager (FAM) team will have responsibility for parts sales and service business growth. According to the letter, the FAM will work closely with dealers to improve absorption, recovery, parts sales velocity and margin expansion. Responsibility for New Holland’s field technical support will remain and will be “part of the Quality organization under the leadership of Ryan Schaefer and Garrett Lamb.”

Click here for more Industry News.