An overview of New Holland Agriculture Company

New Holland Agriculture Company:
The New Holland Agriculture Company began operations in 1998 with the release of their first 70 horsepower tractor. Since then, it has achieved extraordinary success, with over 300,000 tractors sold in a variety of products across India and internationally.

New Holland Agriculture now offers a technologically superior range of tractors ranging from 35 HP to 90 HP in India. It is the first company in India to provide Indian farmers the most appropriate and advanced mechanization solutions for enhancing agricultural productivity and profitability.

Source: https://agriculture.newholland.com/apac/en-in

Evolution Of New Holland Agriculture

Product Range:
Agricultural Tractors, Hay & Forage, Combine Harvester, and Sugarcane Harvester are all offered by the company. A technologically improved range of tractors ranging from 35 HP to 90 HP is available in the tractor category, as are several editions of tractors. The Hay and Forage section of the company offers forage cruisers, forage harvesters, rotavators, pneumatic planters, and other equipment.

Customers Engagement Strategy:

1. Before Purchase Sales and Promotion:
   The company provides a facility for customers in India to get help from the New Holland customer service center in 10 languages, including Hindi and English. Also, the company offers a long warranty scheme for agricultural equipment and tractors for a limited period which attracts customers such as a 6-year T-warranty on its complete range of tractors in India. All these help customers for reducing the financial burden and provide them with a hassle-free experience.

2. Service during Purchases:
   In India, New Holland Agriculture company has a network of more than 1,000 customer touchpoints. These touchpoints help customers while purchasing a tractor or agriculture equipment. Also, a large section of farmers which is small and marginal farmers, mainly influence their purchase decision based on finance availability, considering this fact, in-house CNHI Capital provides a variety of tailored options for its clients and dealers, including retail finance, leases, rental programs, and insurance. At CNHI Capital, they strongly believe in providing customer's custom-made financial solutions, hassle-free faster loan processing, attractive payment options, and best in class service.

3. After-Sale:
   To ensure customer satisfaction company offers after-service which includes service for parts, sales of parts of tractors and agricultural equipment, complete servicing, and lubricants. As a part of this, the company provides high-quality, long-lasting parts that are made using the highest-grade materials and the most modern processes and technologies to ensure exceptional quality, dependability, and durability. The company's state-of-the-art Parts Distribution Centre, which spans 7400 square meters and houses about 27000 component lines, is responsible for ensuring the timely availability of parts for more than 3,00,000 machines across the nation. For the servicing of the product, the company has a 1000 touchpoint service network, dealers' assistance centers, customers care centers and service complaint escalation system.

New Holland Logistic Network:
Customers of New Holland have access to a worldwide logistics network that serves a wide range of machines with little downtime and excellent customer service. New Holland's efficient logistics network operates throughout the world to assure client service. It is made up of cutting-edge technology and best-in-class processes to provide our customers with quick and simple access to replacement parts. It operates from 40 warehouses across North America, Europe, Latin America, India, China, and Australia, with 900,000 square meters of floor space, 1,500,000 references in stock, 20 million lines shipped per year, and 3,000,000 product references managed, compared to 250,000 in the automotive industry.

Upcoming Sustainable Solutions:
The T6 Methane Powered tractor from New Holland is expected to be commercially available in 2021. Field experiments are nearing their conclusion, according to the firm. Selected clients in Germany, France, Italy, the United Kingdom, and Benelux will get manufacturing units in the first half of the year. According to the company, these nations are important markets for the tractor since biogas generation is more advanced there. The tractor is powered by a methane-fuelled engine created in collaboration with sibling company FPT Industrial, which has diesel-like performance. The use of methane reduces emissions while simultaneously lowering operational expenses and noise levels.

New Holland has also formed a collaboration to study the electrification of vineyard and orchard tools. According to a New Holland news release, this idea combines the T4.110V with an e-Source external generator that complies with AEF High Voltage standards. The PTO of the tractor powers a generator that powers a new e-Sprayer and e-Mulcher, reducing pollutants produced during agricultural activities.

Future Opportunities:
New Holland Agriculture is a major player in the farm machinery sector, it has 4 percent of the market share in the Indian tractor Industry. The technological superiority of New Holland helps them to make major penetration in the Indian tractor market. Here innovation and R & D at New Holland will play a crucial role in the future growth of the company by providing customer-centric products. Their distribution network, logistic service, and sustainable solution may create the rise of Agriculture 4.0 in nearby future as they are heading towards methane-powered and advanced technological tractors.

Conclusion:
The 3-step customer awareness strategy at New Holland Agriculture ensure the customer retention, more customer engagement, increase loyalty base and create customer-centric brand which contribution to achieve sales target and increase the market share of the company. At present, the Indian tractors industry is expected to witness a CAGR of 4.5% over the forecast period (2021 - 2026). This will indicate the scope for penetration of tractors into domestic markets for the tractor player like New Holland Agriculture by increasing brand awareness and trust among farmers about the brand by serving them in a better way.