New Holland restructures management team for 2020

The gas-fuelled New Holland T6.180 Methane Power tractor is now in production for commercial sales in 2020 – shown here with an optional range extender tank on the front linkage
Bruce Healy, former managing director of Iveco Australia/New Zealand for almost two years, and Case IH brand manager for seven years takes the New Holland reins from 1 February 2020

Bruce Healy, managing director of Iveco Australia/New Zealand for the past two years, takes the helm as Brand Leader for New Holland’s Australian and New Zealand operations, as the badge sets for growth in 2020.

The appointment is effective from 1 February 2020 at the CNH Industrial St Mary’s HQ in Sydney NSW.

And while Bruce has more than 20 years’ experience in the agricultural machinery and transport industries, he is best known to dealers through his seven years tenure running Case IH, where he was Brand Leader prior to moving to Iveco.

The irony of Bruce Healy now in charge of the opposition badge he fought to glean sales from while grooming Case IH will not be lost on industry observers.

CNH Industrial Managing Director – Agriculture for Australia and New Zealand, Brandon Stannett, said it was a good fit for New Holland, given Bruce’s vast knowledge and extensive experience.

“Bruce not only knows CNH Industrial, he understands our agricultural machinery brands and what’s needed for New Holland to remain an industry leader and continue to build on its reputation for quality and value,” Brandon said.

“With the depth of experience Bruce will bring to this position from managing world-class brands, the time is right to refocus and re-invigorate New Holland’s approach to products, services and support.

“I know everyone within New Holland and across the dealer network will be right behind Bruce in helping him drive the brand forward, and building on its strength, profitability and market leadership,” Brandon said.

Bruce said his return to the agricultural machinery sector was a welcome one and getting to know the people at the heart of New Holland’s success would be an immediate priority.

“I am looking forward to meeting staff, dealers and customers, as well as gaining a better understanding of our customers’ business and the applications for which they use New Holland products,” he said.

“New Holland is already well-positioned within the market but there’s always scope to improve on that and set a standard for others to follow.

Simon Vigour was the long-term, highly respected face of New Holland until his 2015 promotion to Head of Commercial Operations ANZ for CNH Industrial set the scene for Mark Massingham to take over the decision making role for New Holland sales.

That came to an end in July 2019 when Massingham left CNH and later joined regional dealer Agricultural Equipment Holdings (AEH) in September 2019 after they combined several farm machinery dealerships in Central West NSW.

The AEH group is made up of Cowra Machinery Centre, Forbes Machinery Centre, McPhersons Parts & Service, Temora Truck & Tractor and West Wyalong Machinery Centre.

These five yards have become the spearhead that AEH Managing Director Adam Kaplan says he intends to use to speed up an expansion across Australia and potentially internationally as well.

Mark Massingham the former New Holland brand Leader from 2015 to 2019 joins AEH as general manager in the quest to expand the group’s operational reach

Mark Massingham says, “The AEH model provides opportunity for young people from local farming communities who are keen to take on dealerships but don’t quite have the capital to meet the overheads and floor plan facilities that manufacturers and finance companies require to get started.

“AEH is also offers an exit strategy for existing dealer owners to enjoy a well-deserved retirement and see their years of hard work continue.

Mark Massingham concludes, “The implementation of AEH systems and processes will ensure the sustainability of local dealer outlets for years to come. I look forward to working with the team at AEH and developing future dealers for the farming community.”

On the international scene New Holland is a major force and has cemented its position in the world market and in additional is taking a leading role in cleaner energy for farming operations.

New Holland has started production of its T6.180 Methane Powered tractor that is able to deliver the same level of performance as its diesel-fuelled equivalent – 132kW (180hp) and 740Nm of torque – while potentially slashing running costs by 30%.

New Holland engineers say they anticipate a lot of interest in the World’s first biogas plant operated tractor, and also from farmers with ready access to a gas network and an interest in running a cleaner tractor power source.

In heavy work operations, the tractor produces 99% less particulate matter than an equivalent diesel-fuelled engine, while reducing carbon dioxide emissions by at least 10% and total emissions by 80%.

The six-cylinder 6.7-litre engine specially developed by FPT for this agricultural application benefits from the company’s natural gas technology has been developed over more than 20 years, with more than 50,000 natural gas engines produced so far.

On the T6 Methane Power tractor, the gas tanks are installed in the same position as the diesel tanks on the standard T6 model without impeding visibility from the cab or access around the tractor, and without restricting tyre sizes and track width settings or the option to fit mid-mounted spool valves for loader operation.

See the full New Holland product range at:


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