Case Regains Identity and Launches Models After CNH Executive Team Reshuffles
Case Construction Equipment is rediscovering itself. The historic brand of CNH Global N.V. is starting to update its equipment lines and “soft” services, with hopes to retake market share lost since its 1999 merger with New Holland.
Expanding services is on the radar. “Building the brand isn’t just about selling the equipment,” says Jim Hasler, the newly-appointed vice president of Case Construction Equipment, North America. “It is the support side of the equation that is going to cause the customer to come back.” After some reshuffling last September, Jim McCullough, the former North American chief of Lake Forest, Ill.-based CNH, now has exclusive control of Case, with Hasler in charge of building the brand.