Why New Holland is Betting on Simple, Affordable Machine Control

Описание: The brand will showcase their new offerings at this year’s CONEXPO-CON/AGG

New Holland Construction is expanding its construction equipment lineup, as well as its technology offerings, to help small to mid-sized contractors and landscapers increase efficiency and productivity.

Their full new lineup of machines will be available to check out at this year’s CONEXPO-CON/AGG 2026 in Las Vegas from March 3-7.

Brian Weisbaum, head of New Holland Construction North America, told Equipment World’s Bryan Furnace, “Our booth will have between 15 and 18 machines representing the full portfolio of products that we have,” including New Holland’s electric portfolio, their new D-series mini-excavators (up to 9-10 tons), mini track loaders, and small articulated loaders.

“We've now expanded the portfolio to ten product lines, and we'll have a representative sample of all ten of those products that we have there, including a couple of machines that are set up with our 2D machine control Hemisphere solution,” Weisbaum said. “A neat thing that we’ll be able to do is create demonstration kiosks [that show] what the machine control can do for an operator.”

The Hemisphere integration comes on the heels of New Holland Construction’s parent company, CNH, acquiring the machine control organization Hemisphere GNSS in 2023. Weisbaum said it’ll allow the company to bring Hemisphere’s user-friendly 2D guidance systems for machine control to smaller scaled contractors. He believes its simplicity makes it a good entry point for customers who have been apprehensive to go into the machine control space, whether due to complexity, the equipment size, or the cost profile to add a system into a machine.

“This year we’re also rolling out standard telematics, which are all managed and supported by our myNewHollandConstruction app,” Weisbaum added. “It’s a suite of solutions tailor-made for the New Holland Construction customer that are going to help them be more efficient, more productive, and more profitable on the job site.”

For more info on New Holland Construction’s machine control options and features, check out Furnace’s full interview with Weisbaum in the video above.

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In This Video:
00:00 – New Holland: Ag Brand Turned Construction
00:26 – New Holland Construction Offerings
01:36 – New Holland and CNH Industrial
02:34 – Construction Technology Offerings
04:48 – Hemisphere Machine Control Advantages
06:47 – 3D Machine Control Offerings
08:02 – Machine Control Pricing
08:57 – New Holland at CONEXPO
10:41 – New Holland Equipment Versatility
12:26 – Final Thoughts

Video Transcript:
Bryan Furnace
Hi everybody. Welcome back to Equipment World. I'm your host Brian. And today we're here to talk about some exciting things happening over at New Holland. You may traditionally have known New Holland as the Air guys, but New Holland is really starting to make a move into the standard regular construction market. And here to talk with us about it today is Brian.

Bryan Furnace
So I'm going to just kind of get the elephant in the room question out there. So traditionally New Holland has been has really been known as an ag brand. It's the guy that, you know, when he's going to move some hay bales around at the, at the farm, he's going to go to the New Holland dealer. What are you guys doing to kind of position yourself to be more of a well-rounded construction equipment brand?

Brian Weisbaum
Now, I appreciate the opportunity to address that and to have that discussion, because for sure, our roots are in the agricultural business. It was only about, you know, 12 to 15 months ago that the construction business, of course, industrial took responsibility for New Holland. And boy, the opportunities for us have been huge. You know, we like to look at it as we're coming out of the ag umbrella, but we're really kind of establishing and AG needs to remain a core pillar of what we do, but not the only thing that we do.

Brian Weisbaum
And so when you look at, you know, the portfolio changes that we're making, the expansion of product that kind of bring us into other nontraditional nonagricultural segments. You look at the technology that we're adding into our machines. You look at the investments that we're making across our dealer channel. I think there's a lot of different things that we're doing to really establish ourselves as that full compact line construction equipment player in the market.

Bryan Furnace
And just another note, I think a lot of people in the industry don't really realize how tied you are to the case brand. Yeah. And the only reason I know it is because I sold case for a long time, but there's really not any difference between a case machine and a new Holland machine outside of the paint scheme.