LOUISVILLE, Ky. — New Holland Construction is capitalizing on financing and rental opportunities as it works to establish itself as a major player in the compact equipment market.
The CNH Industrial subsidiary recognizes growing demand for compact machines as one of the biggest opportunities in the construction industry, Brian Weisbaum, head of New Holland Construction North America, told Equipment Finance News at Equip Expo 2025 today.
The company plans to launch a line of mini excavators in 2026 “to really establish ourselves as a full-line, compact-construction player and to show the market this is who we are,” he said. “Our roots are certainly in the agricultural business, but the solutions that we can provide to all construction and customers are there.”
The growing rental market is ideal for introducing compact machines, “especially a product like a small articulated loader, which is new to the market,” Weisbaum said.
“For a customer, it provides versatility, adaptability with the suite of attachments that you can put on,” he said. “But a customer is not going to know that until they use it, until they actually see, ‘Oh, this machine can do this job that I wasn’t sure it could do.’”
The company is also stressing financing flexibility to amplify its presence in the construction equipment industry and support its dealer partners, Weisbaum said.
“You have new customers starting every day, so finance needs are critical,” he said. “It’s about matching cash flow from the customer to our financing solution. … CNH Industrial Capital will sit down, have that discussion with the dealer, with us, with the customer and really fine-tune those payment schedules to meet the customer needs.”
Technology supports New Holland’s approach to financing flexibility as consumer behaviors evolve, he said.
“We’ve launched our digital marketplace because we know customers are doing the majority of their research — the equipment buying journey is happening before they ever engage a dealership, before they engage the OEM,” he said. “The more resources and information that we can provide in a platform that the customers are actually using is going to help us kind of solve some of those pain points.”
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