Diesel Progress North American

INDUSTRY NEWS

NEW HOLLAND CONSTRUCTION REVAMPS RENTAL PROGRAM New Holland Construction expands dealer rental program; targets smaller rental outlets
BY DAWN M. GESKE New Holland Construction has expanded its Rental Partner Program to specifi- cally target smaller rental outlets in an effort to grow its rental market business. While not the first rental program from New Holland Con- struction, the announcement marks a shift in focus from large rental firms to smaller rental shops, which New Holland Construction estimated make up 80% of the North American rental business. “This program was developed to help our dealers penetrate that small ‘mom ’n pop’ shop by doing a partner- ship offering different services to that small rental house,” said Edgar J. Chavez, director of marketing for New Holland Construction. “That small rental outlet may need some- thing that the dealer can provide. They can offer service. They can offer parts. They can offer rent-to- own. That’s the whole foundation of this program, trying to bridge that gap and give our dealers another sales tool to go after the small rental yard.” Through the program, New Holland Construction North American dealers will have the ability to align them- selves with smaller rental houses, offering New Holland construction
New Holland Construction’s Rental Partner Program is aimed at smaller rental outlets, allowing dealers to offer New Holland construction equipment for rent, lease or sale to the location. Dealers will also be able to provide service, parts and maintenance through the partner- ship in addition to a number of financing options.

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