New Holland Construction’s New Head Aims for 100% Sales Growth, 30% More Locations by 2030

The new leader of New Holland Construction’s North American business, Brian Weisbaum, aims to sell 10,000 machines and expand the company’s dealership network to 1,000 stores by 2030. Weisbaum, a 12-year CNH Industrial employee, was appointed as the Head of New Holland Construction North America in February. Throughout his career at CNH Industrial, he held various roles in dealer marketing and development for both New Holland and Case construction brands in North America.

Weisbaum’s leadership at New Holland Construction coincides with CNH Industrial’s decision to treat its construction business as a separate entity from its core agriculture business. This change allows New Holland Construction to have more autonomy in creating its strategies and goals. Weisbaum plans to leverage this autonomy to strengthen the brand’s dealer network, aiming to have 1,000 individual dealership locations in North America within the next five years.

In addition to expanding the dealer network, Weisbaum aims to enhance digital retailing through the New Holland Construction Marketplace. This platform enables customers to customize machines online before finalizing their purchases at the dealership. Weisbaum believes that improving the brand’s digital presence will complement the growth of the dealer network and enhance customer experience.

Weisbaum views the recent years at New Holland Construction as a significant turning point for the brand, with the introduction of new machines and product categories. He acknowledges that the brand lost market share in the past but is confident that recent initiatives will help New Holland Construction regain its competitive edge in the market. Weisbaum sets a clear goal of selling 10,000 machines in North America by 2030, emphasizing the importance of alignment with dealer partners to achieve this objective.