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Fiat : New Holland

New Holland has achieved a preeminent position in the global market: It is the largest producer of farm tractors in Europe and the top manufacturer of hay and forage harvesting equipment in North America; in South America, it leads the Brazilian combine harvester market.

In recent years, the Company has devoted significant attention to the renewal of its product line, which will be completely renovated by the year 2000, and has carried out several corporate transactions designed to strengthen its strategic position in the world markets. In 1998, it expanded its agricultural equipment operations by acquiring Bizon, Poland’s largest producer of combine harvesters with growing sales in Eastern Europe, Latin America and Pakistan. New Holland also strengthened its position in the area of construction equipment, acquiring a majority interest in O&K Orenstein & Koppel, the leading German manufacturer of track-type hydraulic excavators and other earth-moving machines.

The high point of the Sector’s growth and expansion strategy was the announcement of the Case Corporation acquisition in 1999. The marriage of New Holland and Case will produce a company that will be large enough to compete successfully for the leadership position in the global market for agricultural equipment and will rank among the world’s top producers
of construction equipment. The new company will retain the New Holland and Case brands and will operate two separate sales networks.

Source: Fiat

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