The New Holland badge is being integrated into the Super dealer network of O’Connors through a takeover of the Bellevue Machinery yards
For the very first time, O’Connors will be selling New Holland models alongside their famed sister stable Case IH models.
O’Connors powers up its dealer footprint with the acquisition of New Holland dealerships in Swan Hill and Warracknabeal VIC, previously operated by Bellevue Machinery. Taking the dealership to a tally of 17 yards across three states.
This dual yard takeover places O’Connors in the box seat to ward off other contenders as the CNH dual-brand dealer strategy is rolled out across the country.
The integration of Case IH and New Holland tractor models into one dealer yard marks the end of a scenario that persisted since 1999, where the difference in build was supposedly more than just a paint colour.
The two previously competing badges side by side in a dealer yard is now the official line straight from CNH HQ, and will be implemented across all world markets, and follows on from information gained from the CNH Investor Day 2025 that can be seen on this link.
And behind this strategy, CNH says it is prepared to make investments to support dealerships to help them increase customer reach, with better support from a global division now set-up to help dealers follow through on the company’s go-to-market strategies.
CNH management has made it clear they want to strengthen their position in the market, and any dealer prepared to follow a growth strategy will be rewarded with a company investment of 100 bps (a basis point is equivalent to 1%) of annual margin over the next five years.
And progressive dealers within the CNH architecture will have plenty of ammunition to increase revenue over the next few years, as there is a slate of 70 new model launches to offer between now and 2027.
There will be more than 15 tractor launches, 10 combine launches, 19 crop production launches and over 30 precision technology releases, all underscoring CNH’s commitment to continuous improvement moving forward.
Farm technology fully linked
With recent acquisitions in the tech sector, CNH is now capable of rolling out farm enhancing technology faster than ever and has precision tech fully embedded in all machines as a factory-fitted option.
CNH management points to the acquisition of Raven Technologies as a key part of bringing technology development in-house to help close key gaps and speed up production.
And most recently signed an agreement with Starlink, a subsidiary of SpaceX, to bring industry-leading satellite connectivity to farm operations running CNH brands, Case IH and New Holland with affordable high-speed connectivity, even in the most remote rural locations.
Starlink’s advanced satellite network offers reliable, low-latency internet that allows CNH machines to seamlessly integrate with the FieldOps™ digital platform to provide data from anywhere, anytime.
Prescription spraying is another powerful example where Starlink’s fast and reliable transmission technology will benefit farming operations through CNH’s FieldXplorer platform uses AI to transform drone images into a paddock map that distinguishes between weeds and crop.
With Starlink, operators can export that data near instantaneously to create a prescription spraying map for the machine and apply crop protection product immediately to control weeds and ultimately improve crop yields.
O’Connors stake their claim
If anything, O’Connors are late to the party, as we have already seen the amalgamation of Case IH and New Holland-branded models take place across several dealerships. Read more here.
But O’Connors has plenty of aces up its sleeve that it can offer farm operations.
O’Connors was incorporated into one of the world’s biggest dealerships, Titan Machinery based in the US, in a deal worth $100 million for that privilege in September 2023.
Titan executives made the purchase based on O’Connors Group annual sales of US$258 million and annual profit before income tax of US$21.4 million, at the time. See takeover story here.
In addition, farmers are drawn to O’Connors due to the broad product choice and best in industry support services they offer.
For more than 60 years, O’Connors has built up a reputation for customer-first service and has already committed to ensuring continuity of care for Bellevue Machinery’s customers.
This will be achieved with current staff being retained to maintain relationships and local knowledge that customers rely on, plus the integration of the two yards into the O’Connors network that offers a wider range of product choices.
“This transaction also means our current customers will gain access to an even broader selection of machinery, including New Holland’s well-established product range,” said Aaron Cordy, Managing Director of O’Connors. “Our focus remains firmly on providing timely service and tech support, reliable parts, and expert advice to keep farms running efficiently.”
We are excited to welcome new customers and to build on the solid foundation we inherit from Bellevue Machinery’s twenty years of outstanding service and support. We will continue supporting local agriculture with the same dedication we always had,” Aaron Cordy added.
Most noticeable for Bellevue Machinery customers will be the expanded parts and stock availability across multiple sites, with a reliable, solution-focused team available through all seasons.
There will also be greater access to a deep technical knowledge base supported 24/7 by global expertise from O’Connors’ parent company, Titan Machinery.
And with the amalgamation will come a wider choice of models, including a differentiated combine harvester offering.
O’Connors is working closely with CNH to ensure the transition is seamless and beneficial for all farm operations.
“Customers can be assured that the strength and stability of O’Connors mean we are there for them,” Aaron Cordy continued. “An inherent value of O’Connors is our ability to always find a solution, and the size of the dealership network certainly ensures this solution-focused perspective.”
This agreement is subject to customary regulatory approvals and other customary conditions. O’Connors is hopeful that those conditions can be satisfied during August, with changeover trading planned to commence in September 2025.
CNH Business Director, Aaron Bett, praised the move as a win for customers, saying: “O’Connors’ commitment to supporting farmers is long-standing, and with New Holland now part of its offering in Swan Hill, Warracknabeal VIC and surrounding areas, customers gain more options and stronger service across the region.”
“I also want to acknowledge Chris Taylor and the Bellevue Machinery team for their dedication to New Holland for more than two decades, and for their many business accomplishments over that time. I know customers will be in good hands with the O’Connors team,” Aaron Bett concluded.
