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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Transcript
00:00:00:11 - 00:00:25:15
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.
00:00:25:17 - 00:00:46:17
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?
00:00:46:21 - 00:01:13:09
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.
00:01:13:11 - 00:01:35:16
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.
00:01:35:20 - 00:01:52:15
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.
00:01:52:17 - 00:02:10:13
Brian Weisbaum
Yeah, there's there's a couple of models and there's a couple of product lines that one brand has that the other doesn't have. But really for us, the importance and the relevance for New Holland is the backing of c, n H industrial and and and a machine that supports the case construction brand is the same that supports the New Holland brand.
00:02:10:13 - 00:02:33:22
Brian Weisbaum
And that's going to be kind of a big part of the tool that brings us forward into these kind of areas that, you know, nontraditional spaces that we're talking about going after. So whether it's, you know, our parts and service capabilities, our capital organization, you know, all of these different tools and resources that have helped build the brands into what they are today, will continue to be the call it the backdrop and the foundation by which we're going to we're going to build our growth on the New Holland construction site.
00:02:33:23 - 00:02:44:01
Bryan Furnace
So you mentioned technology. What sort of technology components are you guys bringing to the to the workplace to kind of help these contractors as you move into the construction space?
00:02:44:03 - 00:03:15:12
Brian Weisbaum
Yeah, that that couldn't be more of an opportune time to answer this because we are, you know, equip Expo this year, we deployed our new machine control solution. So I think most of our the people that will be watching this are aware that, you know, quiet hemisphere machine control organization last year. And so certainly we've taken some time to kind of figure out what that roadmap is for New Holland Construction brand and how do we bring intuitive innovation to the new Holland Construction customer base?
00:03:15:14 - 00:03:36:00
Brian Weisbaum
This brand is not and really doesn't intend to be kind of leading edge technology player in the market first to, but it's how do we take things that are very recognized in the marketplace in certain capacities, and how do we adapt them and tailor them to meet the needs of our customer base? So the best example I can give you is we you know, we've rolled out our 2D guidance system for machine control directly from hemispheres.
00:03:36:00 - 00:04:15:05
Brian Weisbaum
We still have the same, you know, partnership with like the same growth that we've been doing all these years. But really, hemisphere now gives us a kind of an entry point for customers who have been a little bit apprehensive to go into the machine control space, whether it's the complexity, whether it's the size of the equipment, whether it's the cost profile to add a system into a machine hemisphere, 2D is really that kind of core basic, guidance, machine control, kind of grade control, digging a trench and, you know, kind of mitigating the need for, you know, that guy standing in the field or in the hole, with the pole, to manage depth.
00:04:15:05 - 00:04:38:18
Brian Weisbaum
This gives him the opportunity to kind of support those kinds of needs on the job side. And really, that's where we see kind of the entry point for New Holland, New Holland construction into technology from a machine control perspective. Tack onto that. Now, this year we're rolling out, standard telematics, which are all managed and supported by our My New Holland Construction app, which we just rolled out this year.
00:04:38:18 - 00:04:48:16
Brian Weisbaum
And now we have, 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 side.
00:04:48:18 - 00:05:14:21
Bryan Furnace
Yeah, it's interesting you talk about the incorporation of hemisphere for for a lot of people who may not know, hemisphere was one of those kind of independent parties that was in the marketplace. And one of the things I think they did extremely well was keeping the interface very user friendly. And especially as you talk about, you know, the the segment of the market that that you guys will be approaching, it's going to be a lot of those smaller contractors that probably don't have experience with machine control of any variety.
00:05:14:21 - 00:05:38:04
Bryan Furnace
And so it's still this very daunting thing that's it's scary. It's different. It's expensive. And I do love that hemisphere has been able to kind of step into that space. And with you guys now owning hemisphere, to be able to bring that technology at an affordable rate and keep it user friendly for the guy in the seat that's just getting his feet wet for for machine control.
00:05:38:06 - 00:05:40:07
Bryan Furnace
I think that's such an awesome option.
00:05:40:09 - 00:06:08:12
Brian Weisbaum
Yeah, it really is kind of fundamental to who we are as a brand. You know, we're trying to build solutions for customers, but we're also trying to build simplicity. We're trying to eliminate some of the, the, the complexity of doing business as an organization. Our customers, you know, on their job sites. And so for us, like I said, the hemisphere portfolio and what they have to offer and the kind of the initial integrations that we've been able to work through with them have been pivotal to where we want to go as a brand.
00:06:08:12 - 00:06:28:23
Brian Weisbaum
So absolutely, it's something that, you know, is available now. You know, I think a big part now as well is talking to customers about what we're doing is engaging our dealers, right. Certainly we share a lot of common dealers with our agriculture and our construction side of the business. And so from a machine guidance, you know, those types of things, those may be a little bit more readily available on the edge side of the business right now as well.
00:06:29:03 - 00:06:46:15
Brian Weisbaum
So we're not starting from scratch. We've got a base to build off of and a customer base to kind of know the market, but really like to your point, haven't, you know, dove in headfirst for whatever reason. And now we've given them an opportunity to start to kind of dip their toe in the water and understand what it is that these solutions can offer them and how they could be more productive.
00:06:46:17 - 00:07:09:15
Bryan Furnace
Yeah. So, to clarify a little bit more on your machine control offerings, you you mentioned that you've got hemispheres now. But you also still have the partnership with like a so is hemisphere able to provide a 3D solution as well, or do you have to step up to a like a system, or is it really just you have the option of whether you want to go hemisphere or like a how does that work?
00:07:09:21 - 00:07:28:06
Brian Weisbaum
Yeah, it's a great question. I mean, for the like a portfolio, whether it's 2D or 3D continues to be available, and there's absolutely a customer base on both the case and the new island construction side. They're going to be relevant for for that product portfolio. I think from our side, again, it's because, you know, at the end of the day, what we want to provide is a single simple solution.
00:07:28:06 - 00:07:45:09
Brian Weisbaum
And so where I see kind of like I said, those dealers, the customers who haven't engaged, I really see that more kind of leaning towards the hemisphere solution just for what we have already talked about. But again, we have a lot of customers who are very experienced, who have been using this kind of technology for a long time, and now they've got a choice.
00:07:45:11 - 00:08:02:22
Brian Weisbaum
And so the choice can be based on, you know, job application. It could be based on, you know, the machine profile of, you know, what machines are on the jobsite, whether it's a big excavator dozer grader or whether it's mini excavator. So I think there's going to be a solution for all. It's just about being able to plug and play to support that contractors need.
00:08:03:03 - 00:08:24:20
Bryan Furnace
And again, they're one of the big advantages as as a lot of guys in the industry that are just getting into this don't realize is there's a huge cost advantage because, you know, those big players, like a top can tremble. They really have a big price tag associated with them. And some of these third party vendors that are starting to come out are starting to put options into the hands of contractors that are far more affordable.
00:08:24:20 - 00:08:27:21
Bryan Furnace
And it's it's really going to be a good solution for those small guys.
00:08:27:23 - 00:08:54:18
Brian Weisbaum
Absolutely. I think, when a contractor starts to compare the technology availability available versus the job that needs to be done on the job site and who or what was doing that job prior, all of this out of these kind of solutions provide more efficiency, more productivity. And like I said before, at the end, more profitability, which is why, you know, everybody is doing what they're doing is and then we our focus is if we can make our contractors and our customer base more profitable doing what they're doing.
00:08:54:18 - 00:08:57:05
Brian Weisbaum
That's how we create loyalty within within the network.
00:08:57:07 - 00:09:10:22
Bryan Furnace
So my final question for you is a two parter. The first is what of your lineup is going to be available to be seen at Khan Expo? And then also, is there any way for people to check out the hemisphere ecosystem at Con Expo?
00:09:10:23 - 00:09:42:05
Brian Weisbaum
Two great questions like, I could not be more excited for that display we're preparing at Khan Expo. It's honestly at this point it's October. We're already designing, developing, planning our booth will have, you know, between 15 and 18 machines representing the full portfolio of products that we have at Khan Expo on the show floor will have a representative sample of our electric portfolio, will have our new D-series mini excavators, mini excavators, up to, you know, nine and ten ton will have our mini track loaders, small, articulate, no voters.
00:09:42:05 - 00:10:03:15
Brian Weisbaum
I mean, you know, 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. And the neat thing that we've been able to do is we've been able to create kind of demonstration kiosks of what the machine control can do for an operator.
00:10:03:21 - 00:10:33:02
Brian Weisbaum
We just deployed it, as I mentioned before, at Equipment Expo in Louisville, and that's given operators and contractors who haven't really seen it before the opportunity to in a very simple safe, you know, nondestructive on the job site to really test the capabilities of a solution like this. And so really, our objective in 2026 Expo is to really come out as this kind of full, compact line, key landscape, agriculture focused player in the marketplace.
00:10:33:08 - 00:10:41:21
Brian Weisbaum
And so for sure we're going to have all the machines, all the tools, all the resources and all the expertise there to engage and discuss that vision with with our customers.
00:10:41:23 - 00:10:59:19
Bryan Furnace
Well, and and you mentioning the, the nine and ten ton machine in particular really kind of is just another stand out to, you know, New Holland is not this ag brand. It's really going to be geared towards the farm machines. I mean, you guys have a full product offering up to a ten ton machine. And that's not that's not a small excavator.
00:10:59:19 - 00:11:01:06
Bryan Furnace
You can get a lot done with those machines.
00:11:01:10 - 00:11:25:21
Brian Weisbaum
No absolutely not. And you know, again, the other thing that we're seeing is, is that the machines we do historically have offered to that AG space. They're used across the construction landscape. Right. Whether it's a land clearing job site, whether it's a utility application, like whatever application that we're talking about, these machines are used. And so our dealers, our customers, you know, really come from a certain side of the business.
00:11:25:21 - 00:11:49:16
Brian Weisbaum
And that's great. And like I said, we're not by any means planning to go away from that or make that any less of a focus than what it's been, but on the same side, by opening up the eyes of our dealers to say, hey, you know, as you drive up and down those farm roads, you past 3 or 4 landscape contractors, you pass that residential site where you know, work is being done, machines are being used.
00:11:49:16 - 00:12:10:19
Brian Weisbaum
And instead of driving by, why don't you stop there, talk to the customers, build a relationship because they're buying what you're already selling. And so absolutely, you know, our intention is to go bigger, you know, that I don't see us really being in the, you know, large 35 ton excavator space anytime in the near future. But, you know, certainly our focal point and our portfolio strategy will be built around our customers.
00:12:10:19 - 00:12:18:01
Brian Weisbaum
And, you know, the customers that we want to go after in the marketplace and making sure that we're providing a good, unique, you know, value proposition to those customers.
00:12:18:06 - 00:12:25:20
Bryan Furnace
Well, that's exciting. There's a lot going on over there at New Holland, and I am excited to see the booth and excited to see the product offering. Thank you for your time right now.
00:12:25:20 - 00:12:28:12
Brian Weisbaum
Thank you very much. I appreciate it.
00:12:28:14 - 00:12:40:06
Bryan Furnace
Well, thank you again for Brian coming on the show to talk to us about the exciting new moves happening in New Holland. As always, I hope this helps you and your business and gives you just a little bit more wisdom than you had before the episode, and we'll catch you guys next time.