CNH Industrial Has Set A New Goal To Double The Growth By 2030

Recently New Holland and CNH Industrial have shifted leadership and are looking to make big progress in the industry.

New Holland Construction is no longer catching up. With a new leader at the helm and a renewed sense of autonomy from its parent company, CNH Industrial, the brand is setting ambitious growth targets for the future. 

Brian Weisbaum, now Head of New Holland Construction North America, isn’t just talking about small changes, he wants a 100% increase in machine sales and a 30% expansion in dealership locations by the end of the decade.

These are not just corporate buzzwords, either. Weisbaum has the plan and experience to back up his ambition. 

After 12 years at CNH Industrial, his extensive experience in dealer development and marketing is giving the brand a more focused approach in a highly competitive construction equipment market.

They are playing smartly and expanding their dealer network

New Holland Construction currently has around 350 dealership groups and approximately 725 physical locations in North America. 

That footprint is about to expand. Weisbaum’s five-year goal is ambitious: 1,000 dealerships across the United States and Canada by 2030.

But don’t expect them to open the doors to anyone. Weisbaum is looking for long-term dealer relationships and partners who have the ability and vision to grow with the brand. 

It’s more than just putting pins on a map; it’s about collaborating with dealer groups capable of handling product support, service quality, and aftermarket needs for years to come.

Surprisingly, the plan extends beyond traditional agricultural dealers. The brand is now targeting construction-focused dealerships, particularly those in metropolitan areas, who require a compact equipment offering to round out their lineups. 

In some cases, they’re stepping into facilities that previously housed multiple competing brands in order to gain traction.

They are focusing on releasing new equipment models

Let us not forget the machines themselves. Product lineup expansion has played a significant role in reintroducing New Holland into competitive conversations. 

Models such as the E90D mini excavator and upgraded compact track loaders for sale provide dealers with new options while also encouraging customers to revisit the brand.

All of this is part of Weisbaum’s get back on the map strategy. He admits that in the beginning, New Holland Construction thrived in a simpler market where skid steers and backhoes were king. 

But the industry has evolved, and the brand is now catching up with machines that meet today’s construction needs, ranging from compact to heavy-duty.

That expansion isn’t just for show; it’s intended to help dealers close more deals with a variety of customer segments, particularly in urban and rapidly growing suburban areas.

They aim to make 10,000 equipment by 2030

All of these moves are aimed at achieving a single goal: 10,000 New Holland Construction units sold in North America by 2030. 

That is twice the pace at which the company currently operates.

Weisbaum makes no pretense that it will be easy. However, he believes that if dealers believe in the vision and the company provides the necessary support, it is achievable. 

What matters most, he says, is getting each dealer to explain what that number means for their territory and operations.

It’s not just about meeting a KPI. 

It’s about instilling a network-wide growth mindset in which each dealership is aware of the overall brand mission and understands their role in achieving those goals.

New Holland: A brand to watch again

After years of being a quiet player in the construction industry, New Holland is beginning to feel like a serious contender again. 

With a leader like Brian Weisbaum who understands the market, listens to dealers, and embraces modern retail trends, the brand is positioning itself not only for short-term success, but also for long-term relevance.

If you are a dealer, now is the time to see what New Holland Construction does next. What if you’re a buyer? 

Expect New Holland to be at the top of your list the next time you need to specify a compact loader or mini excavator.

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