New Holland Agriculture and Miller-St. Nazianz Inc. have announced a new relationship where Miller will produce New Holland-branded self-propelled sprayers, Farm Equipment has learned.
The New Holland-branded sprayers will be sold through select New Holland dealers in North America, according to the agreement announced to dealers in early August.
Abe Hughes, vice president of sales and marketing for North America New Holland Agriculture, said production for the new sprayers would begin in the fourth quarter of this year, with a pre-sell program to be launched in September.
The public unveiling of the New Holland-branded self-propelled sprayers is slated for September 14 at the Big Iron Farm Show in Fargo, N.D.
John W. Miller, Miller-St. Nazianz’s president and CEO, said in a letter to Miller dealers that New Holland’s choice to bring Miller machines to market “is a major validation of the superior performance and market acceptance our sprayers have garnered.
“New Holland’s influence on the market will enhance the profile of the Nitro and Condor sprayers in North America, thus making them an even more desirable and sought-after line of sprayers over our traditional competition.”
Miller added that the increased production volumes “will help us greatly improve our manufacturing efficiencies as well as to recapture the buying power with our vendors that we have lost over the last two years as sales have decreased.
“While your first thought might be to ask how this would impact your business, please be assured we will continue to aggressively support the dealers that sell our Miller sprayers. My top priority is to ensure that the Miller brand continues to grow.
“Our brand strategy, marketing programs, trade show presence, product development, and overall dealer support will remain unchanged. In fact, we have recently bolstered our Miller sales team by hiring an experienced sales director, who will start in September and whose number-one priority is to help Miller dealers sell Miller sprayers.”
In his letter, Miller added he is not privy to New Holland’s plan to market their sprayers, “but we assume that they will pursue all of Miller’s current New Holland dealers and will likely target New Holland dealers that sell a competitive brand of sprayer.
“Miller sprayers will compete with New Holland sprayers in all geographic areas and our plan is to continue to drive the sales of Miller branded sprayers in all markets through a network of dedicated Miller brand dealers. … Going forward, we feel your go-to-market strategy will remain unchanged and will continue to generate success for your dealership.”
New Holland said in a letter to dealers that the agreement is an important milestone in strengthening the company’s commitment to New Holland dealers focused on the cash grain grower, and that Miller-St.Nazianz carries a “trusted name” in the agriculture equipment business.
“With an extensive offering of both front- and rear-mount boom configurations, hydrostatic and mechanical drives, New Holland can meet the need of any grower with this great new line-up of sprayers,” said New Holland's Hughes.
“Selling and supporting self-propelled sprayers requires a major commitment and investment from our dealers that includes sales and service training with dedicated personnel, parts and inventory support, proper business planning and the desire to meet the exclusive needs of this unique customer group.
“Dealers will be qualified based on their ability and capacity to meet all of these specialized requirements. Our approach is focused on key cash grain markets and we will be working with dealers with regards to offering and supporting this new product line.”