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					PARTNERS 1                                                                      THE WORLD




                                                                                                            2008
                                                                             OF NEW HOLLAND
                                                                               AGRICULTURE




P
      artners has changed. As from
      now, New Holland Agriculture’s
      magazine for Customers and
Dealer boasts a brand new format to
make reading the news, information
and upcoming events more enjoyable.
The new Partners is part of a wider
communication project that includes,
among other things, the launch
of our new website.
But we still have one chief aim:
To focus on the world of farming
using our values of Innovation,
Dynamism and Smartness.
                                       Think Biggest                        New Holland Style
And in doing this we want to
strengthen the unique bond which
                                       Presented in Paris at the end of     An innovative merchandising
makes us authentic ‘Partners’.         July: the rotary combine with the    line that expresses dynamism,
Anyway, enjoy your reading and we’ll   highest production capacity in the   smartness and respect for
see you again with our next issue.     world - the CR9090 Elevation.        the environment.


Roberto Bandoli
Global Brand Communications             2                                    17
It has the most powerful engine in the world for a machine of its category; the
widest header available on the market; the most spacious cab and the largest
grain tank. It is the CR9090 Elevation: The ultimate expression of design and
construction ability available today in combine harvesters.
And, it is a New Holland Agriculture machine.




                                                             Think

2
                                  (compared to the already            more than 4,000 tractors and
                                  considerable capacity of            630 combine harvesters.”
                                  the CR9080) and it also             “These successes are the
                                  has the largest cab in its          result of a very specific
                                  category which provides             strategy and it’s one that has
                                  the operator with the               led New Holland to invest
                                  highest degree of comfort,          in three major elements: Its
                                  thanks to the very modern           own brand; customer care
                                  controls. (These feature the        and great attention to the
                                  new IntelliViewTM III colour        product. As far as the brand
                                  touch screen - an essential         is concerned, there are three
                                  part of the control panel).         values that set New Holland
                                  During the course of                apart from its competitors




Biggest
 O
          n the 24th and
          25th of July
          more than 50
 European journalists
 from some of the most
 prestigious magazines in
 the field, entered the press
                                  the press conference,
                                  Carlo Lambro took the
                                  opportunity to tell the
                                  visiting journalists a
                                  little about the company
                                  that has achieved this
                                  remarkable engineering
                                                                      and these are: Innovation;
                                                                      dynamism and smartness.
                                                                      “Innovative, dynamic and
                                                                      smart”, Mr Lambro went
                                                                      on, “those are becoming
                                                                      key words through which
                                                                      one can understand the
                                                                                                       Unbeatable
                                                                                                       It’s not just a question
                                                                                                       of quantity, but also
                                                                                                       of quality: In fact, the
                                                                                                       CR9090 outstrips every
                                                                                                       other existing model
                                                                                                       not just thanks to its
                                                                                                       obvious external features
                                                                                                                                      equivalent power ratings.
                                                                                                                                      Coupled with an
                                                                                                                                      increased fuel tank
                                                                                                                                      capacity (1,160 litres),
                                                                                                                                      this feature guarantees
                                                                                                                                      the CR9090 Elevation day
                                                                                                                                      long operation without
                                                                                                                                                                         The latest
                                                                                                                                                                         generation of the
                                                                                                                                                                         VarifeedTM has a
                                                                                                                                                                         record width of
                                                                                                                                                                         10.7m




 conference room in the           and agricultural feat.              company’s success and            (the header being the          interruptions. The engine
 former abbey of Chaalis,                                             products, like the CR9090.”      most impressive), but          technology means that it
 near Paris. As they came                                             “The attention we pay to         for its ability to offer       is totally compatible with
 in they were faced with          “Innovative,                        our clients is clear, and is
                                                                      illustrated by how we care
                                                                                                       unprecedented                  100% usage of biodiesel
 a platform: 10 metres                                                                                 productivity levels.           fuels which also means
 by 70 centimetres - the          dynamic & smart”                    for our sales network, which,
                                                                      in Europe, covers over 98%
                                                                                                       Using the 13,000 cm3           considerable savings in
 precise width of the largest                                                                          Iveco Cursor engine            terms of running costs.
 combine harvester header         “Before I hand the stage            of the territory with over 600   with compound turbo            To adequately cool the
 in the world.                    over to the CR9090,”                exclusive distributors.          technology, the CR9090         engine, the CR9090
 Onto this platform stepped       Mr Lambro began, “allow             It’s also clear in the           Elevation can rely on a        Elevation is equipped with
 Carlo Lambro, Vice               me to give you an overview          investment we make in            power of 544 CV (400 kW)       a double rotary dust screen
 President of Sales Europe        of our brand, its strategy          specific training. In 2007        at normal working speeds       system with the cooling
 for NH Agriculture and           and the results it has so far       alone we spent three million     and a maximum power of         capacity increased by 32%
 Hedley Cooper, Director          achieved in Europe.                 Euros on this. And our clients   591 hp (435 kW).               compared to the CR9080
 of Product Marketing for         “New Holland relies on a            are, after all, where our        This is greater by as much     Elevation.
 Combines, to demonstrate,        tradition of innovation that        energies are concentrated.       as 61 CV (45kW) than
 in detail, the latest creation   dates back over 100 years.          Just one year ago we             that provided by the
 from the award winning           This innovation has led to          launched our “New Holland        CR9080 Elevation.
 CR9000 Series.                   the creation of more than 20        Top Service” program, to         The turbo compound
 First, they described some       product lines and 80 product        assist final users 24 hours a     technology (which
 of the features that have        families, amounting to over         day, 365 days a year.”           exploits a second turbine
 led to the CR9090 rightfully     300 different models world                                           downstream of the first to
 claiming its title of the        wide.                                                                retrieve the energy of the
 most productive combine          “In Europe in particular, our       The greatest                     engine’s exhaust fumes,
 harvester in the world.          leadership is clearly illustrated                                    thus ensuring that it is not
 The CR9090 has: A 3,000 cm³      by our market share: One            challenge                        lost or wasted) improves
 turbo compound engine            in three combine harvesters                                          the fuel efficiency, with
 which is capable of              and one in five tractors is          Hedley Cooper, Director          savings of up 5% on
 delivering a maximum             made by New Holland. And,           of Product Marketing for         consumption compared
 power of 591 hp (435             in June alone, we delivered         Combines, then took the          to standard engines with
 kW); a new VarifeedTM 10.7
 metre grain header; the
 latest generation twin rotor
 technology, with adjustable
 rotor vanes allowing a
 greater separation capacity;
 the Opti-CleanTM system
 with the largest cleaning
                                                                                                                                                                    The IntelliCruiseTM system
 area on the market (6.5 m2);
                                                                                                                                                                    optimizes vehicle speed
 a grain tank of 12.500
                                                                                                                                                                    depending on the load
 litres which provides 20%
                                                                                                                                                                    size
 greater storage capacity,

                                                                        Forward Speed
                                                                            Crop Load
                                                                                                                                          Three medals for the
                                                                                                                                          New Holland rotary
                                                                                                                                          combine
                                                                                                                                           The DLG (the German              grain pan and the
                                                                                                                                           Agricultural Society)            sieves, is capable
                                                                                                                                           has awarded three                of optimising the
                                                                                                                                           medals to Series                 movement of each
                                                                                                                                           9000 New Holland                 single component.
                                                                                                                                           combine harvesters:              The Opti-Clean ™ system
                                                                                                                                           A gold medal for the             is the first to allow a
                                                                                                                                           Grain Cam TM system              synchronous movement
                                                                                                                                           and two silver medals            of the grain pan and
                                                                                                                                           respectively for the             the lower sieve, counter
                                                                                                                                           Opti-Clean TM cleaning           to the movement of
                                                                                                                                           area and for the                 the pre-cleaner and
                                                                                                                                           IntelliCruise TM system; all     upper sieve. The results
                                                                                                                                           systems installed in the         of this new feature
                                                                                                                                           new CR9090 Elevation.            are a greater cleaning
                                                                                                                                           The Grain Cam TM                 capacity thanks to a
                                                                                                                                           system monitors the              higher cascade and
                                                                                                                                           grain sample quality             a more aggressive
                                                                                                                                           as it travels along the          movement of the sieves.
                                                                                                                                           clean grain elevator.            The synchronisation
                                                                                                                                           The sensor detects and           of the Opti-Clean TM
                                                                                                                                           calculates the amount            cleaning system
floor to answer one of the         had to increase the heat         day without interruption.         with as much as 5.8 m2 of             of ‘material other               also guarantees the
fundamental questions about       dissipation capacity by 32%.     “Once you start thinking          glass area, as well as the            than grain’, including           reduction of vibrations
the machine of the moment,        We also introduced the           big,” Mr Cooper continued,        guidance systems such as              broken grain, using              on the machine itself.
the CR9090 Elevation. How         record breaking header,          “it’s difficult to stop. Because   the new IntelliSteerTM system         image processing                 The automatic crop
had New Holland managed           10.7 metres in length,           of this, we wanted to go          and the new IntelliViewTM III         software to analyse              feeding system provided
to create the combine             which uses VarifeedTM            for quality of harvesting         touch-screen monitor.                 the photographed                 by IntelliCruise™
harvester with the highest        technology and is over one       and threshing, as well as         In short, no details, however         sample. So, to maintain          monitors the crop
productivity in the world?        and a half metres longer         quantity. We started out with     small, have been overlooked           or improve the grain             load at the header to
“The challenge was to             than our previous header.        the exclusive Twin RotorTM        in our attempt to do things           quality, the operator            optimise the machine’s
achieve a level of productivity   Engine power and header          system, a highly-acclaimed        on the largest scale.”                can adjust the threshing         forward progress.
that had never been reached       width ensure the highest         feature of the CR9000 Series,                                           system and the cleaning          A sensor on the header
before. Our advantage was         productivity. That’s why we      and we have improved it                                                 area on the basis of             and straw elevator drive
that our starting point was       had to increase the grain tank   further. In fact, the rotor       In the test field                      the visual information           verifies the quantity
the excellent and well-           capacity, which, at 12,500       vanes are now adjustable,                                               presented in the form            of crop fed into the
received CR9000 Series. Our       litres, is the largest in the    guaranteeing a further            After the conference, in the          of a graph on the new            combine harvester and
challenge was to improve the      world.                           10% increase in production        grain fields near Chantilly,           IntelliView™ III monitor.        detects any variations
productivity by focussing on      “But these impressive            compared to the CR9080.           the veil was finally lifted            New Holland also                 in the load in advance.
key areas of the machine.         figures shouldn’t allow us        And the improved quality of       on the CR9090. Everyone               introduced a new                 The machine’s forward
The first component                to overlook issues such          the product also stems from       had a chance to take their            self-levelling sieve area:       progress is then
we focused on was the             as efficiency and energy          the largest cleaning area         time and examine the                  The latest generation            adjusted automatically
engine and we went for            conservation: As a matter        available on the market (6.5      combine in detail, with the           Opti-Clean™ system               on the basis of the
the Iveco Cursor 13TCD.           of fact, and this is perhaps     metres) which is equipped         New Holland Technicians               offers the largest               acquired data to
The turbo compound                the most surprising feature,     with OptiCleanTM technology.      on hand, to answer any                cleaning area on the             ensure continued top
technology provides a level       despite the CR9090 being         “And finally, we have also         questions.                            market (6.5 m 2)                 performance and the
of performance that cannot        the largest combine harvester    taken into account the            And then, with a                      and, thanks to                   maximum comfort for
be matched by any other           in the world, the fuel           comfort of those who will be      surprisingly subdued roar             the independent                  the operator.
combine harvester currently       consumption is 5% less than      working with the CR9090.          for such a powerful engine,           management of the
on the market.                    machines with equivalent         We offer farmers and              the CR9090 started up and
“In fact,” Mr Cooper              power. And, of course, the       farm contractors the most         prepared to confront
explained, “to provide            1160 litre fuel tank means       spacious and comfortable          the vast expanse of
suitable engine cooling we        that operators can work all      cab available on the market       ripe corn. At the wheel,
                                                                                                     New Holland’s top test
                                                                                                     drivers went through the           feeling of luxury, innovation
                                                                                                     controls with the journalists,     and space.
                                                                                                     so the visitors could see for      Combine harvesting
                                                                                                     themselves how easily and
                                                                                                          m ev
                                                                                                     themselves ow      w               is transformed into a
                                                                                                                                        is
                                                                                                     accurately the CR9090 can
                                                                                                          u tet
                                                                                                     accurately t e CR9090 n            pleasurable task with
                                                                                                     be put through its paces.
                                                                                                                h      h
                                                                                                       e put through its                  ngertip
                                                                                                                                        fingertip controls which
                                                                                                                                            g
                                                                                                     Entering the cab of this
                                                                                                     Entering the
                                                                                                         teri
                                                                                                     Ente in h             of           allow for maximum
                                                                                                                                          llow
                                                                                                                                        allo                 m
                                                                                                     exceptional vehicle it’s
                                                                                                     exceptional
                                                                                                        ceptiona
                                                                                                     exceptional                        performance which can be
                                                                                                                                          e
                                                                                                                                        performance which n  c
                                                                                                     evident that every effort has
                                                                                                     evident that every
                                                                                                         d
                                                                                                     evid n                      has
                                                                                                                                  a     maintained hour after hour.
                                                                                                                                        ma
                                                                                                                                        maintained           afte
                                                                                                                                                             aft r
                                                                                                     been made to ensure the
                                                                                                         e      ade
                                                                                                     been made o ensure e  s            To get an idea of the actual
                                                                                                                                        To                     h a a
                                                                                                                                                        a f the actual
                                                                                                     operator can continue to
                                                                                                     operator can continue o
                                                                                                         erat
                                                                                                     operator a              n          results, the speed at which
                                                                                                                                        re               e d
                                                                                                                                                    he speed at which c
                                                                                                     work efficiently through the
                                                                                                     work efficiently through the
                                                                                                                   ient y r u       e   the crop was disappearing
                                                                                                                                        t
                                                                                                                                        the crop was disappearing
                                                                                                                                                o         i
                                                                                                                                                         dis pp ar n
                                                                                                     long harvest days.
                                                                                                      on arves   v
                                                                                                     long harvest days.  y              was remarkable. Just a
                                                                                                                                              remarkable Just
                                                                                                                                                 m       le. s
                                                                                                                                              rema kable Jus
                                                                                                     The cab is spacious and light
                                                                                                       h c          spaciou n ight
                                                                                                                      a ous
                                                                                                     The cab s spacious and light  h    glance at the field every
                                                                                                                                        glance at the eld every
                                                                                                                                        g      e      h     l e e
                                                                                                     thanks to the glass panels
                                                                                                     thanks to the glass pane s
                                                                                                     t anks t glas anels  ass           few minutes was enough to
                                                                                                                                                 in tes w enoug  ough
                                                                                                                                           w minutes was enough to u
                                                                                                     that surround the driver on
                                                                                                      hat urroun t d v
                                                                                                                   und
                                                                                                     that surround the driver o         realise that, pass after pass,
                                                                                                                                           alis that pa s after pass
                                                                                                                                             ise at,           fter ass,
                                                                                                                                        realise that, pass after pass,
                                                                                                     three sides. The climate
                                                                                                     three sides. The climate
                                                                                                     thre sides h climat
                                                                                                        ree d                 m         the CR9090, was literally
                                                                                                                                          h R9090     0       literally
                                                                                                                                        the CR9090, was literallyea
                                                                                                     controlled temperature, the
                                                                                                     co t olled temper u e
                                                                                                     controlled t mperature, the        devouring hectares of cro
                                                                                                                                        devouring hectares of crop.
                                                                                                                                        de        in he tares crop.
                                                                                                                                                   n         e        op
                                                                                                                                                                      op.
                                                                                                     monitors, the ergonomically
                                                                                                     monitors
                                                                                                          n ors,s        rgo omical
                                                                                                     monitors, e ergonomically
                                                                                                     placed controls, even
                                                                                                     p ac d ont ls v
                                                                                                     placed controls, even
                                                                                                     the refrigerated drinks
                                                                                                     th refrige a
                                                                                                     the refrigerated drinksr k
                                                                                                     compartment, all add to the
                                                                                                     comp r ment l ent,        d th
                                                                                                     compartment, all add to the

4
Guinness World Harvesting Record
broken
Set at Castle Heaton Estates, Northumberland, UK,
by the new CR9090 Elevation combine harvester:
551.6 tons of wheat harvested


I
     n j u s t e i g ht h o u r s ,     n e e d e d to t r y fo r                  e v e n b e t te r re sul t s ,
     N e w H o lland ’s late s t        th e re co rd our s e l ve s .             going over the 60 0 -ton
     co m b in e ha r ve s te r         ”H e was to b e prove d                    ma r k . ”Ed d i e A ll e n,
m o d e l ha r ve s te d                r i g ht . O p e ra t i n g a              h e a d o f t h e L l o y d Ltd
551.6 to ns of w h eat.                 CR 9 0 9 0 El e vat i o n fo r             d e a l e r s hip, a d d e d :
T his a s to nis hin g                  e i g ht h o u r s , h i s t e a m         “Given the ground
p e r fo r m a n ce w a s               c u t a n d t h r e s h e d 551.6          and weather conditions,
achieved during an                      to n s o f R o b i g u s w h eat ,         M o unt fa ir Fa r m in g
attempt at the world                    a t a n a v e ra g e o f 6 8 .95           Ltd ’s a c hi e v e m e nt
har ve s t ing re co rd at
Ca s t l e H e ato n E s t ate s ,
N o r t hum b e r la n d in
                                        to n s p e r h o u r. T hi s w a s
                                        alm o s t t w ent y to ns
                                        m o re t ha n t h e p re v i o u s
                                                                                   was absolutely
                                                                                   e x t ra o rd ina r y. I t p rove s
                                                                                   t ha t t h e CR 9 0 9 0 i s
                                                                                                                         The record-breaking company
t h e U K o n t h e 26t h               re co rd. “ We cut a tot a l               a n au t h e nt i c c ha m p i o n.   Mountfair Farming Ltd operates           farming machinery. Mountfair’s
S e pte m b e r b e t w e e n           of 53.5 he c t are s , in                  T hat ’s w hy s o many                on over 2,000 hectares of farming        managing director, William
12.5 0 a m a n d 8 .5 0 p m .           t hre e d i f fe re nt f i e l d s ,       cli e nt s have alrea d y             land in northern England on behalf       Grimsdale, is convinced that “you
W illiam G r ims d al e,                using jus t 13.3 litre s                   s a i d t h e y ’re r e a l l y       of various different land-owners,        have to go for reliable high-
w h o is managing                       o f fu e l p e r h e c t a re :            inte re s te d in t his               as well as 300 hectares of its own.      performance machinery: we only
dire c to r of M o unt fair             t h e r e co r d, i n o t h e r            m o d e l.”                           The simple but efficient system of        get one chance to get the work
Fa r m ing Ltd, w h o are               w o r d s , a l s o h i g h l i g ht s                                           crop-rotation between huge areas         done. The latest New Holland
b a s e d a t Sw i nto n,
            at       into               t h e CR 9 0 9 0 ’s                                                              of wheat, oil seed rape and fallow
                                                                                                                                    oil
                                                                                                                                    o                             CR9090 has proved its worth by
                                                                                                                                                                                        its w
                                                                                                                                                                                        i worth
B e r w i ck s hire, S cot la n dland   e f f i c i e n c y, i n a t e s t
                                              ici nc in te                                                               land maintains soil fertility and
                                                                                                                               maintains soil fertility
                                                                                                                                    t n              t            setting the new world record for
                                                                                                                                                                               new worl record
                                                                                                                                                                                e world co
                                                                                                                                                                                         l     o
a n d co nt ra c t fa r m               re f l e c t in g t h e re a l
                                                      ing                                                                reduce the need for fertilizers and
                                                                                                                         reduces e n e
                                                                                                                           d ces       need     fertilizers and
                                                                                                                                                     i   rs       harvesting,
                                                                                                                                                                  harvesting, so moving on to using
                                                                                                                                                                           ngg     moving
t h e e s t at e s a i d h e w a s
             ate                        w o r k in g co n d i t i o ns
                                                   ing                   s                                               pesticides.
                                                                                                                         pes icid s. The company employs
                                                                                                                         pest cides The c  company employs
                                                                                                                                                     employs      this har vester is the natural next
                                                                                                                                                                       harvester the natural
                                                                                                                                                                         r v te
o pt im i s t i c t h e re co r d
           is                     rd    of modern farming.   farmin g.
                                                                    ng                                                   jus two full-time personnel, who
                                                                                                                         just two full-time personnel, who
                                                                                                                                    ull-tim     sonne             step for anyone who wants to
                                                                                                                                                                                  e who wants ot
w o u l d b e b r o ke n.
      ul            ro k                ”T he averag e m o is ture
                                        ” T h e a v e ra g              s t ur e
                                                                            u                                                  number
                                                                                                                         use a number of New Holland
                                                                                                                         use num er o            Holland
                                                                                                                                               w Holland                    offering the most ef fic e
                                                                                                                                                                  keep on offering the most efficient
                                                                                                                                                                             ff ring       mos
                                                                                                                                                                                             s     cient
“When we read about                     co nte nt of t h e
                                          o ent o                                                                        tractors,
                                                                                                                         tra tors, two New Ho and CR980
                                                                                                                                              Holland CR980
                                                                                                                         tractors        New Holland CR980
                                                                                                                                         N                        professional farming ser v ces
                                                                                                                                                                  professional farming services
                                                                                                                                                                    o            armi
                                                                                                                                                                    of ional farming ervi e
t h e r e ce nt w o r l d r e co r d
        re e n t               re o     ha r ve t
                                        har v e s te d w h e a t wa s
                                           a                     eat was  a                                              combine harvesters and other
                                                                                                                         combine       v     rs     other
                                                                                                                         combine harvesters and other             possible.”
                                                                                                                                                                  possible.”
                                                                                                                                                                   o be
( s et nin e day s b e fo re in
    et n day       ay         fo e            asure at 17%
                                        m e a s r e d a t 17 % ,
                                                 sur              7
L i n c o lns hi re ) , w e k n e w
  in co lnshire we
           ns hire                      d e m o ns t ra t in g t ha t
                                                          rat
                                                      s r at n          a
                                                                     h at
w e co u l d d o b e t te r.
         o ul                  e r.     t h e w e a t h e r co n d i t i o n s
                                                      at        co            ns
O ur e x p e r i e n ce w i t h
                         e              we re b y n o m e ans
                                        we e                         ns
                                                                   a ns
t w o N e w H o lland ll a n d
                       l                i d e a l fo r s u c h a fe a t .
                                                    f o su ch f e
CR 9 8 0 co m b in e
CR            c         n               T h e n e w re co rd - h o l d e r
                                                              cord
ha r v e s te r s a n d o u r
   a ve t e          nd ur              agre e d : “I ’m quite
                                             re
                                        a g re                     ui t
                                                         “ I m q u i te
high- efficienc y
hi              ci                      su re that u   a und
                                        sure t ha t un d e r m o re
                                        su e                                 e
a p p ro a c h to ce re a l
       r o ch t o c e r e                                     co
                                        favo ura b l e c o n d i t i o n s
                                        fa vo u r a
                                        f a v o ur  ra                     ns
fa r m ing co nv in ce d us
f a in g c o n v i n c e u s
          n                             t h e CR 9 0 9 0 w o u l d b e
                                                 CR                 ul
that w e ha d e v e r y t hing
t h at we h a ever hi n g
      t                           hi    c a p a b l e o f a ch i e v i n g
                                                         of c h chi


                                                                                                                                                                                                           5
 INTERVISTA • INTERVIEW • WYWIAD • ENTREVISTA • INTERVISTA • INTERVIEW • WYWIAD • ENTREVISTA • INTERVISTA • INTERVIEW • WYWIAD • ENTREVISTA • INTERVISTA • INTERVIEW • WYWIAD • ENT




                                                                                                                                                                                      Innovative,
                                                                                                                                                                                      dynamic
                                                                                                                                                                                      and smart
                                                                                                                                                                                      Carlo Lambro, New Holland Agriculture’s Vice President
                                                                                                                                                                                      Sales Europe, describes to farmers and dealers how the                 “
                                                                                                                                                                                                                                                                    This is a great
                                                                                                                                                                                                                                                                    moment, if you’re
                                                                                                                                                                                                                                                                    a farmer”, claims
                                                                                                                                                                                                                                                             Carlo Lambro, head of
                                                                                                                                                                                                                                                                                            to bring the CR9090
                                                                                                                                                                                                                                                                                            Elevation into being?
                                                                                                                                                                                                                                                                                            “It’s difficult to quantify
                                                                                                                                                                                                                                                                                            the effort, because New




                                                                                                                                                                                                                                           “
                                                                                                                                                                                      Brand intends to provide support for them in the European              New Holland’s European
                                                                                                                                                                                                                                                             agricultural business
                                                                                                                                                                                                                                                                                            Holland has been investing
                                                                                                                                                                                                                                                                                            in the CR9090 project for
                                                                                                                                                                                                   market’s         growth-phase
                                                                                                                                                                                      agricultural market s current growth phase                             development. And he
                                                                                                                                                                                                                                                             says it with the direct
                                                                                                                                                                                                                                                                                            years now. Don’t forget
                                                                                                                                                                                                                                                                                            the outstanding feature of
                                                                                                                                                                                                                                                             smile and confident look       its twin-axial technology:
                                                                                                                                                                                                                                                             of someone who knows           two twin rotors capable
                                                                                                                                                                                                                                                             they’ve got what it takes      of separating grain with
                                                                                                                                                                                                                                                             to be able to make the         unique efficiency and
                                                                                                                                                                                                                                                             most of the positive trend     speed. Apart from this
                                                                                                                                                                                                                                                             that’s currently affecting     exclusive advantage,
                                                                                                                                                                                                                                                             the agricultural sector, its   patented by us, we set out
                                                                                                                                                                                                                                                             partners and its clients.      to construct the biggest
                                                                                                                                                                                                                                                             The interview took place at    combine harvester in
                                                                                                                                                                                                                                 LAMBRO
                                                                                                                                                                                                                        CARLO LAMB                           the launch of the CR9090       the world: it has taken
                                                                                                                                                                                                                                                             Elevation, New Holland’s       three years but, by the
                                                                                                                                                                                                                        “Thinking big has been a motto
                                                                                                                                                                                                                                        h                    latest standard-bearer         look of things, we have
                                                                                                                                                                                                                                       years has helped
                                                                                                                                                                                                                        that in recent y                     model. One can tell from       succeeded!”
                                                                                                                                                                                                                                                             the gleam in his eye that      And now you have to
                                                                                                                                                                                                                        us to respond m more and more        he knows his company is        see how the market
                                                                                                                                                                                                                        effectively to market demand:
                                                                                                                                                                                                                                       m                     going to play a leading        responds…
                                                                                                                                                                                                                                                             role in the agricultural       “We have operated in
                                                                                                                                                                                                                                       T7000 Tractor
                                                                                                                                                                                                                        first with the T7                     market both today and          accordance with our
                                                                                                                                                                                                                        of the Year, and now with the        tomorrow. Not only does        driving principles, namely
                                                                                                                                                                                                                                                             2008 mark the launch of        ‘innovation, dynamism
                                                                                                                                                                                                                        CR9090 Elevation. But ‘Think
                                                                                                                                                                                                                                  Elevati                    the world’s top-performing     and intelligence’. And
                                                                                                                                                                                                                        Biggest’ is also an invitation:      combine harvester, it has      as always, we initiated
                                                                                                                                                                                                                                                             also demonstrates the          things only after carefully
                                                                                                                                                                                                                        an invitation we extend to our       company’s excellent state      analysing farmers’ real
                                                                                                                                                                                                                        partners, clients and dealerships,   of health in the first half-   needs. Aware that the
                                                                                                                                                           INTERVIEW WYWIAD ENT




                                                                                                                                                                                                                                                             yearly financial results.      demand for ever higher
                                                                                                                                                                                                                        knowing that we will be able
                                                                                                                                                                                                                                        w
                                                                                                                                                              ER IEW
                                                                                                                                                              ER W




                                                                                                                                                                                                                                                             Cause for satisfaction,        output machinery is always
                                                                                                                                                                                                                        to support them fully in their       naturally, but above all a     rising, we decided to
                                                                                                                                                                                                                                                             further responsibility and     create a model that would
                                                                                                                                                                                                                        development p  plans.”               a spur to even greater         be in the very top range.
                                                                                                                                                                                                                                                             things.                        Without false modesty, we
                                                                                                                                                                                                                                                             How much time and              set out to make the best
                                                                                                                                                                                                                                                             effort has it taken            combine harvester in
                                                                                                                                                                         WA




INTERVISTA • INTERVIEW • WYWIAD • ENTREVISTA • INTERVISTA • INTERV
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                ER IEW    YW A    ENTREVISTA N ERVIST
INTERVISTA INTERVIEW WYWIAD ENTREV STA INTERVISTA INTERVIEW • WYWIAD • ENTREVISTA • INTERVISTA • INTERVIEW • WYWIAD • ENTRE
                                                                                                                                                                                 N
                                                                                                                           Grandissima!
                                                                                                                           There were many factors      registered trademark.
                                                                                                                           involved in creating         At the launch alone there
                                                                                                                           the world’s highest          were no less than eight
                                                                                                                           performing combine           of them: the 10.7 metre
                                                                                                                           harvester.                   Varifeed™ wheat head;
                                                                                                                           Amongst them was             the twin rotor threshing
                                                                                                                           a major driving force        and separation system
                                                                                                                           that, until now, has         with the Twin Rotor™;
                                                                                                                           been a closely guarded       the Grain Cam™ system
                                                                                                                           secret, privy only to        for monitoring the grain
                                                                                                                           New Holland’s design         quality; the Opti-Clean™
                                                                                                                           engineers.                   system; the automatic
                                                                                                                           This secret ingredient has   feed rate system run
                                                                                                                           now been unveiled by         by IntelliCruise™; the
                                                                                                                           Paul Snauwaert, head         powerful Opti-Spread™
                                                                                                                           of Combine Product           system for spreading the
                                                                                                                           Development.                 residue; the IntelliView™
                                                                                                                           “In 2005, when we            III colour touch-screen
                                                                                                                           started work on the          in the command panel
                                                                                                                           CR9000 project to            and the IntelliSteer™
                                                                                                                           produce the new Series       automatic drive system.
                                                                                                                           model, we received           These systems are already
                                                                                                                           the kind of input that       much appreciated
                                                                                                                           just can’t be ignored. It    innovations that are
                                                                                                                           was Sergio Marchionne        highly valued by the
                                                                                                                           himself, the Managing        market and the users.
                                                                                                                           Director of Fiat Group       “The CR9090 is produced
                                                                                                                           and president of CNH         at Zedelgem” says Paul
                                                                                                                           Case New Holland, who        Snauwaert, “one of our
                                                                                                                           flung down the gauntlet.      historic plants, which
                                                                                                                           He told us: “I want          celebrated its centenary in
                                                                                                                           our Group to have the        2006. It recently reached
                                                                                                                           world’s biggest combine      a major milestone after
                                                                                                                           harvester!” And obviously    producing 200,000
                                                                                                                           we couldn’t say no to        combine harvesters.
                                                                                                                           him!”                        This is an astonishing
                                                                                                                           “Naturally”, adds            number and testifies to
                                                                                                                           Snauwaert, “we didn’t        the depth of expertise
                                                                                                                           want to limit ourselves      that has accumulated
         the world and, since I’m       A superlative model must
                                                                                                                           to being top in just one     in this world-class
         convinced that the CR9090      be supported by an equally
                                                                                                                           aspect. For example,         centre of excellence for
         Elevation is exactly that, I   superlative maintenance
                                                                                                                           simply providing the         harvesting machinery.
         hope that the market will      service. In this operation,
                                                                                                                           new harvester with a         Let’s not forget, Zedelgem
         reward our efforts.”           we ask dealers who
                                                                                                                           more powerful engine         has seen the birth of,
         How does this model fit        specialise in harvesting
                                                                                                                           than any other model         amongst many other
         into the brand’s overall       machinery for large areas
                                                                                                                           wouldn’t have made           things, the world’s first
         strategy?                      to collaborate with us as
                                                                                                                           much sense, which is why     self-propelled combine
         “We’ve been one of             usual, so that by joining
                                                                                                                           we examined every single     harvester and the rotary
         the agricultural sector’s      forces we can make a two
                                                                                                                           element: From the head       separation system.
         leading companies for          hundred percent effort to
                                                                                                                           to the cabin, from the       “And as from this year,
         over a century. We have        offer the best service on
                                                                                                                           grain separation system      we now make the world’s
         been responsible for           the market.”
                                                                                                                           to the fuel tank and         most powerful combine
         many of the innovations        Speaking of services,
                                                                                                                           from grain quality to fuel   harvester,” he concludes
         that improve the work          what kind of results are
                                                                                                                           consumption. We were         with a grin.
         and profits of millions        you getting with the Top
                                                                                                                           always thinking big!”        “I think that, along with
         of farmers every day.          Service programme?
                                                                                                                           All the innovations, which   our dealers and clients,
         Therefore, the CR9090          “They are extremely
                                                                                                                           were created for the new     Sergio Marchionne too,
         is the symbol of an            positive. The market
                                                                                                                           combine, have been           can be well satisfied by
         unceasing quest for            appreciates our
                                                                                                                           recognised with a new        the job we’re doing!”
         excellence. A quest that at    commitment to supplying
         times requires us to limit     a service level in which
         the quantity of our output     the goals are availability,
         in order not to threaten       speed, priority and
         our quality.”                  satisfaction. Obviously, the
         What exactly are your          CR9090 will come with          and sales personnel. We       The CR9090 at work.
         plans for the production       a ‘Top Service Privilege’      feel that this is the best    Above, European
         and sales of the CR9090?       package, which will            demonstration of the          journalists at the
         “By next year we’ll be         include the Breakdown          importance we attach to       CR9090 launch event
         able to produce roughly        Assistance (for those in       working for the end user
         a hundred CR9090s,             need of an immediate           through our own network.
         destined, logically enough,    repair) which has proved       To put it in a nutshell, we
         for those markets whose        so successful so far.”         want to set up a “chain of
         landscapes are best suited     What other support do          trust” that connects users,
         to such powerful combine       you supply to the sales        dealerships and ourselves,
         harvesters. Obviously, our     network?                       and where our virtues can
         choice of retail channels      “Remember that last year       best make themselves felt;
         for the CR9090 has to          alone we invested three        namely being innovative,
         be based on the levels of      million euros in Europe on     dynamic and always
         service we can be sure of      technical and commercial       attentive to the client’s
         guaranteeing:                  training for dealerships       needs!



EVISTA • INTERVISTA • INTERVIEW • WYWIAD • ENTREVISTA • INTERVISTA • INTERVIEW • WYWIAD • ENTREVISTA • INTERVISTA • INTERVIEW • WYWIAD
        O
                  n the same fields near   preferred choices for farmers     just needs to take a cursory
                  Chantilly in France     and contractors. Michel           glance to see these balers
                                                                                                                   MICHEL
                  where the CR9090        Balanant, Head of Marketing       are members of the New                 BALANANT
        made its debut, there was         for European Balers and           Holland family - thanks to
        another impressive                Forage Harvesters, was at the     that unmistakeable sweep of
                                                                                                                   «We are the No. 1
        New Holland presence.             gathering. We asked him to        bodywork lines.                        selling Big Baler
        On July 24th and 25th, visitors   sum up the strong points of       Mr Balanant says the most
        also witnessed a powerful         this newly revamped range:        significant changes are inside:
                                                                                                                   range in Europe
        gathering of New Holland’s        “We’ve upgraded the               “Operators need to be able             and in the world:
        newly revamped Big Balers.        New Holland big balers to         to continue driving with the
        Heading the team was the          make them the best-in-class       minimum of stops during the
                                                                                                                   and this is a title we
        bestselling BB9080, which was     in terms of tying reliability.    long baling days. To this end,         want to claim for a
        flanked by other members           Over the past two years, many     the top of the range colour
        of the squad; the BB9040,         changes have been brought         IntelliViewTM III display is now
                                                                                                                   long long time».
        BB9050, BB9060, BB9070 and        in to improve knot-tying          available. Full ISOBUS (11782)
        BB9090.                           performance; the machines         compatibility means the baler
        This meeting of machines          also have a reassuringly          can be connected directly
        represented many years of         smooth operation and a low        to a tractor and the colour
        experience, improvement           noise level. At the same time     IntelliView III can be fitted       To boost the overall               a medium and a short cut
        and innovation in baler           our re-designed bill hooks will   with a rear view camera. This      manoeuvrability and increase       option can be specified
        technology. It’s hoped that       give improved knot end length     is particularly useful when the    the output, there are some         when ordering the baler. The
        this combination of elements      and greater knot strength to      operator is reversing in the       improvements to the hitches.       Standard cut option with 11
        will mean that New Holland’s      match modern baling twines.       field and wants to ensure he        A narrow front portion of          knives (in the 0.90m wide) or
        big balers continue to lead       Density and bale shape have       doesn’t run over the last bale,    the baler hitch enables sharp      17 knives (in the 1.20 wide)
        the field for years to come        also been improved.” As for       or when travelling on the road     turns to be made in the            gives a theoretical chop length
        and remain amongst the            the external appearance, one      with traffic close behind.”         field. It’s also possible to have   of 78mm; while the Short cut
                                                                                                               the K80mm ball type hitch          option with 23 knives (in the
                                                                                                               fitted as an alternative to the     0.90m wide) or 33 knives gives
                                                                                                               conventional ring-type hitches.    a theoretical chop length of
                                                                                                               Any adjustment to the hitch is     39mm (in the 1.20 wide).
                                                                                                               simpler now the jack is fixed       What’s more, two Bale Eject
                                                                                                               to the baler frame. The Power      options are now possible.
                                                                                                               take-off (PTO) layout has been     The standard, simple system
                                                                                                               improved by repositioning the      works in the front of the
                                                                                                               main drive gearbox input shaft     bale chamber; this allows the
                                                                                                               for quiet PTO operation.           operator to effortlessly empty
                                                                                                               And Mr Balanant continues:         the whole of the bale chamber.
                                                                                                               “Five Crop Cutter options          But in addition, a separate
                                                                                                               are now available; a standard      rear-mounted partial eject can
                                                                                                               cut (6 knives are available        be fitted. This enables the last
                                                                                                               on the BB9050 and B9060);          bale to be ejected from the
                                                                                                                                                  rear of the baler so the chute
                                                                                                                                                  can be raised for road travel.
                                                                                                                                                  But in addition, a separate
                                                                                                                                                  front-mounted eject can be
                                                                                                                                                  fitted. This enables the whole
                                                                                                                                                  bale chamber to be completely
                                                                                                                                                  emptied of crop. This is




BB stands for Better and more Beautiful                                                                                                           particularly useful when baling
                                                                                                                                                  wet silage because if the crop
                                                                                                                                                  is heated up, it can be left in
                                                                                                                                                  the baler. Finally, but perhaps
                                                                                                                                                  most important of all, comes
                                                                                                                                                  the exclusive bale weighing
                                                                                                                                                  system.
                                                                                                                                                  Mr Balanant explains: “The
                                                                                                                                                  latest New Holland BBs are the
                                                                                                                                                  only ones in the world to have
                                                                                                                                                  it: this optional system weighs
                                                                                                                                                  each bale and the information
                                                                                                                                                  is displayed on the screen.
                                                                                                                                                  This is an accurate, cost-
                                                                                                                                                  effective system that allows the
                                                                                                                                                  contractor operator to consider
                                                                                                                                                  the possibility of charging by
                                                                                                                                                  bale weight (instead of by the
                                                                                                                                                  bale) and to measure rather
                                                                                                                                                  than estimate weights of crops
                                                                                                                                                  for transport. Of course, it can
                                                                                                                                                  be used in conjunction with
                                                                                                                                                  automatic moisture metering,
                                                                                                                                                  and electronic bale length
                                                                                                                                                  monitoring or setting”.
                                                                                                                                                  Building a baler to suit the
                                                                                                                                                  specific customer’s needs is a
                                                                                                                                                  big New Holland feature.
                                                                                                                                                  “Our customers’ requirements
                                                                                                                                                  will vary,” Mr Balanant
                                                                                                                                                  concludes, “and we will build a
                                                                                                                                                  baler to match their needs. We
                                                                                                                                                  are the number one selling Big
                                                                                                                                                  Baler range both in Europe and
                                                                                                                                                  in the world and it’s a title we
                                                                                                                                                  are determined to hold on to
                                                                                                                                                  in the future.”


8
The first New Holland grape
harvesters, three model VL6060
machines, have been sold in
Denmark by our dealer John
Madsen.
But, I hear you say, Denmark isn’t
famous for its vineyards; isn’t it
                                            An unusual Grape
                                            Harvester in Denmark
a bit unusual to be selling these
new machines at this latitude?
Actually, these grape harvesters
aren’t being used to harvest
grapes, but berries: blackcurrants,
redcurrants and gooseberries.
                                            Blackcurrants are a very        with a bunch lifter at           yield in later vintages.        Speaking after the last
                                            important crop in Denmark       the front that is specially      The main advantages of          harvest, he said of the


 Currants
                                            and this is not the first time   designed for a berry crop.       the New Holland grape           VL6060:
                                            New Holland’s technology        The berries are gently           harvesters are that they        “The output of this machine
                                            has been harnessed to           detached from the bunch by       offer high quality work with    is fantastic. It harvests 99%
                                            harvest these berries. In       shaking rods and fall into a     the maximum comfort and         of the berries and nothing
 Currants have a sweetly acid flavor and     France our machines have        series of soft containers that   speed, so the berries can       is left on the branches and
 consist of small berries in clustered.     been used since the eighties.   entirely enclose the canopy.     be harvested as they reach      all this without damaging
                                            Arne Kremmer Jensen,            Two norias fitted with            peak ripeness.                  the plants. Also, it works
 The color differs according to the         Hans-Christian Iskov and        soft interlinked drip-proof                                      at two or three times the
 species, of which there are three main     Jens Holme Pedersen             baskets continuously carry                                       speed of the machine we

 types: red currants, black currants and
                                            decided to invest in the        the crop in hoppers.
                                                                            The norias are driven at a
                                                                                                             A real fan                      were using before. It is also
                                            VL6060 after seeing it                                                                           faster on the road, when I
 gooseberries                               at work in France and           speed equal to that of the       Arne Kremmer Jensen has         have to travel from one field
                                            Germany. Their first harvest     machines forward speed.          always been a loyal New         to the other. Before, I drove
                                            with the VL6060, last July,     Therefore, by having the         Holland customer. On his        at 15 km/h, now I can go at
                                            gave excellent results.         effect of zero ground speed      farm, which he runs with        25km/h.”
                                            The machine used to harvest     there is no rubbing of the       his two sons, he operates       In July, Arne Kremmer
                                            the currants is identical to    basket against the bushes.       22 tractors, 3 Big Balers and   Jensen and his new VL6060
                                            the one used to harvest         Thus, vegetation remain          starting this year, a Grape     harvested 150 hectares of
                                            grapes, but it is equipped      undamaged to optimise            Harvester VL6060.               blackcurrants and 5 hectares
                                                                                                                                             of gooseberries in 190
                                                                                                                                             hours.



                                                                                                                                             A project for the
                     The VL6060 does                                                                                                         future
                     not damage the                                                                                                          Hans-Christian Iskov bought
                                                                                                                                             a VL6060 to harvest the
                     branches, guarantees
                                                                                                                                             fruit in his fields of currants
                     to harvest 99%                                                                                                          and gooseberries. But with
                                                                                                                                             the support of the Danish
                     of the berries and
                                                                                                                                             government, he has just
                     ensures high quality                                                                                                    started an experimental
                                                                                                                                             new project: He’s growing
                     work combined
                                                                                                                                             cherries intensively and
                     with the maximum                                                                                                        plans to use mechanized
                                                                                                                                             harvesting. Next year he is
                     comfort and speed
                                                                                                                                             thinking of buying VX7090,
                                                                                                                                             the largest grape harvester
                                                                                                                                             made by New Holland, to
       Curious recipes with                                                                                                                  test it in his new orchard.
       currants on page 22



                                                                                                                                                                          9
                                                                                                          If the eyes are the
                                                                                                          windows on a person’s
                                                                                                          soul, Barry Engle’s
                                                                                                          show us an
                                                                                                          open-minded,
                                                                                                          clear-headed
                                                                                                          determination. In this
                                                                                                          interview the new
                                                                                                          President and CEO of
                                                                                                          the company (in office




Winning together
                                                                                                          since mid-August)
                                                                                                          introduces himself and
                                                                                                          explains his mission




                      “
                                                                                                          in New Holland
                                                                                                          Agriculture



                                                         I used to be one and I know      that is, of having a truly       this team: the fundamental
                                                         just how fundamental they        complete range that goes         link in our relations with the
                                                         are to reach and win the         from tractors specialized in     client. They are the face of
                                                         loyalty of the clients; not      niche crops to the largest       our company in the market».
                                                         only through professional        combine-harvesters in the        And what do you
                                                         knowledge but also with          world. I think that is an        promise?
     BARRY ENGLE                                         the help of personal             exceptional asset, that few      «I come from a farm
                                                         relationships. So one of my      competitors can claim».          background, that taught me
     «My job is to draw out the best of                  first goals will be to explore     What do you ask of the          the value of hard work and
     the professionals around me, aware                  the world of our Dealers, and    people at New Holland            integrity, and the importance
                                                         get to know all its challenges   Agriculture?                     of getting results. I’ll work
     that all of them are an expert in                   and opportunities».              «In the company there is a       hard every day to remain
     their particular sector».                           What has impressed you           strong sense of wanting to       faithful to those principles.
                                                         the most up to now, about        be number one, and that is       And, I repeat, I’ll be the first
                                                         New Holland Agriculture?         a very good sign. But it’s not   to do the utmost to built a
                                                         «I have been enormously          enough: we have to prove         winning team».
                                                         impressed by the enthusiasm      that we really are the best,
                                                         of the people who work           and we can do that with
                                                         in this company and that         facts, with results. So I’m
                                                         perfectly expresses the          asking everyone to give the
                        Mr. Engle, what does this        image that the Brand             utmost, in a real team effort;
                        new position mean to you?        offers of itself. As regards     and I include the Dealers on
                        «I consider it an honor and      Europe in particular,
                        a privilege to have been         New Holland Agriculture has
                        chosen to lead New Holland       a solid reputation as a strong
                        Agriculture toward a higher      market leader. In order to        «For generations my family has been
                        level of growth. I see a great   keep growing, I think we
                        potential in this company        have to put more effort into
                                                                                           involved in the livestock business in
                        and we have to cultivate it,     after-sales service, devoting     Pennsylvania. I remember as a kid
                        all working together. This       even more resources and
                        will be my main goal: to see     attention to the Top Service
                                                                                           frequently attending the livestock
                        to it that in this company       program; and on the quality       auction in New Holland and, when I
                        everyone can express the         and reliability of the new
                        best of his or her potential».   products, in the wake of
                                                                                           could, I liked to give my uncles a hand
                        Where has your professional      what we have achieved with        on the farm. Later, my studies and my
                        career taken you up to now?      the latest models, like the
                        «I worked for many years         T6000 and T7000».
                                                                                           career took me away; now, I think my
                        in the automotive sector         Would you say these are           grandfather would be very happy and
                        and, aside from the obvious      the main strengths of the
                        differences, I see a lot         company?
                                                                                           even proud to know that, in a certain
                        of affinities with that of        «New Holland Agriculture          sense, I’ve “come back home”».
                        agricultural machinery.          has the advantage of being
                        Starting from the dealers!       an authentic “full-liner”,


10
T
        his month saw one of       New Holland’s own brand          auction. Our marketing           instruction with our experts    in-field experience, new
        our most significant        new combine harvester –          manager Dick Spencer made        and a chance to see how the     operators can get a lot out of
        dealer meetings yet.       the mighty, world record         no mean contribution either.     machines are made.              the course. They’ll leave with
And it was an event to             breaking CR9090.                 He was persuaded to shave        Adrian Woods, our harvester     a much better knowledge of
remember. More than 160            The CR9090 had made a            off his signature moustache      product specialist helped       how the machine works and
dealers and staff descended        spectacular entrance at the      for the worthwhile cause.        to run the training. He said    they’ll go armed with tips and
on the awesome Imperial            event: As the guests were        Good for him.                    the training days are well      tweaks to get the most out of
War Museum at Duxford              gathered in a marquee            Over 700 New Holland             worth the effort they take to   their New Holland combine.”
in Cambridgeshire for the          enjoying a drink, the Ride of    customers have been              organise:                       Meanwhile, at the Ground
annual Harvester meeting.          the Valkyries struck up. The     involved in this year’s          “At New Holland we realise      Care Convention in Stratford
Duxford, which is Europe’s         music rose and everyone          intensive Combine training       our combine customers           all our UK dealers were
premier aviation museum            turned to see the CR9090         days. The courses were run       are making a significant         invited to take a look at our
and an important heritage          heading, at a stately pace,      at different venues across the   investment. When they buy       latest products which were
site, began life as an airfield     down the runway towards          country from April to July.      from us, they effectively       laid out on display. Also on
in the First World War. It         them, complete with header       And in July Basildon played      trust us with what is one       the itinerary was a successful
also played a vital role in the    attached and lights flashing.     host to a group of 70 farmers,   of the most important           ride and drive day organised
Second World War as an RAF         It was quite an entrance.        managers and dealers from        operations of the year –        for the press. This gave the
fighter station and then an         Not only was the event fun,      Ireland who flew over for the     harvest. Our combines are       ladies and gentlemen of the
American fighter base.              but it succeeded in raising      course. Those who’d bought       complex machines but with       press a chance to really put
Today, as our guests witnessed,    over £5000 for Cancer            the CSX, CX or CR were           proper training by seasoned     the products through their
it is home to an extraordinary     Research in the lively charity   invited for some one to one      instructors who have real       paces. It also gave them
collection of aeroplanes                                                                                                             all a chance to pitch their
including the Mosquito, the                                                                                                          cricket skills against the New
Lysander, the Lancaster, Spitfire                                                                                                     Holland team. Strangely
Mk. 24, and of course the                                                                                                            enough, the Press team won.
famous Concorde.                                                                                                                     Rumour has it that New
The location provided a                                                                                                              Holland infiltrators within the
stunning back drop for the                                                                                                           press team claim it was their
gathering. Our guests were                                                                                                           prowess with a bat which led
seated beneath the wings                                                                                                             to this press victory.
of Concorde, as they were                                                                                                            And finally…on the 24th
royally wined and dined.                                                                                                             September one of our
Just when they thought                                                                                                               dealerships, Malpas Tractors in
it couldn’t get any better,                                                                                                          the North West of England and
the guests were serenaded                                                                                                            North Wales, celebrated 20
by none other than the                                                                                                               successful years in the business.
legendary Wurzels. The band                                                                                                          As luck would have it, the
performed what surely must                                                                                                           impressive Malpas milestone
have been a tribute to the                                                                                                           coincided with the Cheshire
evening’s special guest star:                                                                                                        Ploughing Match which is
                                                                                                                                     one of the biggest events of its
                                                                                                                                     kind in the UK. It played host to
                                                                                                                                     a series of events and attracted




Dealer focus
                                                                                                                                     over 400 entrants. Malpas
                                                                                                                                     Tractors were there celebrating
                                                                                                                                     its anniversary and showing
                                                                                                                                     off the New Holland machines
                                                                                                                                     to great effect to an audience
                                                                                                                                     of over 5000 visitors. Having
                                                                                                                                     celebrated this important
                                                                                                                                     milestone, they now join a list
                                                                                                                                     of other long serving dealers
                                                                                                                                     within the New Holland dealer
                                                                                                                                     network - one of the strongest
                                                                                                                                     in the UK and Ireland.




                                                                                                                                                                   11
Shows
and Events
I
    t’s been a busy year
    for New Holland at the
    agricultural shows.
Grasslands, took place
                                two days.
                                Of course, New Holland
                                was there. At our stand
                                we proudly displayed our
                                                                glimpse, albeit on a leaflet
                                                                and 8x4 metre banner, of
                                                                the machine that would
                                                                go on to become a world
at Stoneleigh Park in           customised T7000 which          record breaking combine.
Warwickshire on 21st and        was dressed smartly in the      As usual there were plenty
22nd May. For this event        Union flag – the image           of machines for visitors to
New Holland took to the         had been painstakingly          look at and climb into. The
skies and, for the first time,   and skilfully painted onto      barbecue was fired up, the
flew in its own beautiful        the bonnet. It was also our     weather was sunny - a rare
hot air balloon. The balloon    chance to show off our          treat this summer - and
made its inaugural flight        biggest and most powerful       the stand was busy. A very
across the show ground,         tractor yet; the T9000. This    good and enjoyable couple
filled with journalists who      was its first UK appearance,     of days work for the team.
were treated to a bird’s eye    just a week after its official   In the same month we
view of the whole event.        launch in the UK.               attended the Royal
If they were looking            The event provided a            Highland Show in Ingliston,
carefully from above, they      great opportunity for us        west of Edinburgh. It
might well have seen            to reward some lucky            was a busy month. This
our flagship forager the         competition winners. At         event is Scotland’s largest
FR9090 busy demonstrating       our stand this year, the        agricultural show and is
its skills down on terra        lucky LAMMA winner was          held over four days. This year
firma. They would also           handed the keys to his new      there were 1700 exhibitors –     lived up to its reputation
have seen the blue of our       T6000 - on loan for three       including 850 trade stands.      as the shop window for
58 tractors around the          years - what a great prize.     More than 160,000 people         Welsh agriculture. Visitors
showground - all of which       The Farmers’ Weekly             visited the show.                from overseas included
running on 100% biodiesel       Combine Driver of the           The Royal Welsh Agricultural     those from as far away as
for the show.                   Year also stepped up to         Show was at Llanelwedd           Australia and New Zealand.
The Cereals event was           be presented with his           in Builth Wells from 21st        The New Holland stand,
held on 11th and 12th           prestigious award at the        to the 24th July. A record       as always, was the most
June at Heath Farm near         New Holland stand.              attendance of 236,284            popular stand within the
Leadenham in Lincolnshire.      While we were there, we         confirmed the supremecy           machinery section and
Organisers say that it          took the opportunity to         of this show as the              visitors were able tot get
attracted record number         hand out some teasers for       biggest attraction of its        a close feel for our range
of people when 23,900           the imminent arrival of         kind in Britain. Visitors        of tractor products and
flooded through the              our CR9090. It gave some        enjoyed 4 days of warm           benefitting from some
entrance gates over those       of our guests their first        sunshine as the show             much needed refreshment.


12
                                                                                                Other
                                                                                                events
                                                                                                I
                                                                                                   n August, the going was
                                                                                                   good for us at Gatcombe.
                                                                                                   Organisers of the Festival
                                                                                                of British Eventing, which is
                                                                                                                                 help clear up and restore the
                                                                                                                                 Gatcombe estate to its usual
                                                                                                                                 splendour.
                                                                                                                                 Towards the end of August,
                                                                                                                                                                   banners which fluttered over
                                                                                                                                                                   the tractor heritage area –
                                                                                                                                                                   the section of the show that
                                                                                                                                                                   we sponsored this year. This
                                                                                                                                                                   area is a firm favourite with
                                                                                                                                                                   the steam fair visitors, en-
                                                                                                                                                                   thusiasts and collectors who
                                                                                                                                                                   come every year to enjoy the
                                                                                                                                                                   display of rare and vintage
                                                                                                                                                                   tractors and farm machinery.
                                                                                                                                                                   If you were lucky enough to
                                                                                                                                                                   be at the Glastonbury Fe-
                                                                                                the most important eque-         five of our tractors headed        stival, the CLA Gamefair or



New Holland
                                                                                                strian event of the year,        down to Blandford to help         Goodwood this year you’d
                                                                                                chose four of our tractors to    out at the Great Dorset           have seen us there too. Our
                                                                                                help set up the Champion-        Steam Fair. Organisers claim      tractors were hard at work
                                                                                                ship courses.                    that this show is now widely      again; playing their part,


Balloon
We wanted to raise our profile at some of the shows in 2008…and we succeeded in
                                                                                                The New Holland team was
                                                                                                responsible for preparing the
                                                                                                ground at Gatcombe Park in
                                                                                                the heart of the Cotswolds
                                                                                                and received a personal
                                                                                                                                 recognised as the World’s
                                                                                                                                 leading steam and vintage
                                                                                                                                 vehicle preservation event.
                                                                                                                                 Each year more than
                                                                                                                                 200,000 people from the UK
                                                                                                                                                                   preparing the ground and
                                                                                                                                                                   towing equipment around
                                                                                                                                                                   the events for the orga-
                                                                                                                                                                   nisers. And that’s not all.
                                                                                                                                                                   Back in May, New Holland
raising it by at least 1000 feet.                                                               letter of thanks from Captain    and all over the globe visit      was witness to the birth of
The New Holland balloon, created for us by Cameron Balloons, has made a whole host of           Mark Phillips HRH who orga-      the showground.                   Britain’s first new racecourse
show-stopping appearances at events this year. While we’re flying our guests above the           nises the event.                 One of our roles in this ste-     in more than eighty years.
show grounds, the New Holland brand can be seen for miles across the countryside.               The Festival, voted eque-        am extravaganza was to pull       As the first races got un-
The balloon makes general flights around the United Kingdom resting on farmland                  strian event of the year in      the people trailers, hauling      derway at the brand new
around the country. The lucky farmer who provides landing space is entered into a free          2007, hosted several major       visitors from one side of the     Great Leighs course in Essex,
draw to win the use of a New Holland tractor for three months!                                  competitions, including the      huge showground, to the           New Holland was there. An
The New Holland balloon is also fast becoming a well known feature of the agricultural          British Eventing Open Cham-      other.                            impressive display of New
event calendar.                                                                                 pionship and the Dodson          The New Holland Balloon,          Holland products inside the
The inaugural flight took place at this year’s Grasslands event held in May, where journa-       and Horrell British Novice       fast becoming a regular fe-       racing circuit made a superb
lists were given the opportunity to fly along side the mighty balloon getting the perfect        Championship.                    ature at the shows by now,        complement to the three
birds-eye view. It was then tethered for visitors to get up close and personal.                 Our four distinctive blue        drifted overhead, taking          T6080 tractors that are
The New Holland balloon is also a familiar sight at the ever-popular balloon festivals. Press   tractors were kept busy          guests and members of the         being used at the Great Lei-
flights took off from festivals in Basingstoke, Bristol, Caerphilly and Northampton. With        throughout the Festival of       press for the trip of a lifeti-   ghs to maintain the racing
combined attendance at these events in excess of 500,000 the balloon has spread the             British Eventing, which was      me, while the New Holland         surface.
word of New Holland far and wide.                                                               held on the 1-3 August.          logo could be seen for miles      As one of the race day
Towards the end of the summer season, the Great Dorset Steam Fair played host to the            The tractors, New Holland        across the beautiful Dorset       sponsors, it was a pleasure
balloon for two days giving a local landowner a unique view of his farm in Launceston.          models T6020, T5050,             landscape.                        for Dick Spencer, marketing
Without pause for breath, the balloon made its way directly to the Chatsworth Country           T3020 and TC31D, were also       Back down on the ground,          manager, to present the
Fair in the glorious Peak District.                                                             on hand to tow stranded          the distinctive yellow and        prizes to the winning jockey
The balloon’s presence has drawn crowds throughout the year, generating all important           vehicles out of the mud.         blue was also very visible;       and trainer of Mutajarred,
press column inches as well as adding variety, fun and colour to the show landscape. We         And, once it was all over, the   here the New Holland co-          winner of the ‘New Holland
look forward to its continuing success and popularity.                                          tractor team was on hand to      lours were flying high on our      Conditions Stakes’ race.


                                                                                                                                                                                             13
                                A
                                          s part of their course,




Youth
                                          the students are
                                          given the chance to
                                leave the lecture theatres
                                and seminar rooms to join
                                our dealers in the field. They
                                also have the opportunity
                                to train with a team of New
                                Holland experts. At this
                                stage in their training they’ll
                                be shown the inner workings
                                of some of our machines.
                                The programme aims to give




Focus
                                them an excellent grounding
                                in technical areas such as
                                hydraulics, electrics and
                                transmissions.
                                In July, at the Royal
                                Agricultural Show in
                                Stoneleigh Park in
                                Warwickshire, another group
                                of young people were able
                                to show off some of their
                                skills. Sponsored by New
                                Holland, around ten county
                                teams from the Young
                                Farmers Club battled it out in      The competition ran all day,       of bollards, or turned. There      prize to the victors, Nick
                                the field, competing to see          starting at 9am and finishing       was a pretend ‘road’ which         said that it had been such a
We’ve been busy with our New    who could handle the New            with the prize giving at           the team had to cross safely.      worthwhile event to sponsor.
                                Holland machinery with the          around 4.30pm.                     Some of them were really           He pointed out that he was
Holland Apprenticeship Scheme   most skill and efficiency.           Nick Townsend from New             good – very professional.          particularly impressed by the
                                The teams, consisting of one        Holland Key Accounts was           They’d brought their own           Gwent foreman, who had
again. Each year New Holland    foreman and three operators,        one of the judges. “It really      toolkits and hazard lights.        managed to control his team
                                were given a series of tasks        was very interesting to judge.     Some even had matching             without being too heavy
sponsors over thirty students   to test their effectiveness.        The tasks involved hitching        overalls - they looked like a      handed. But he added that he
                                These tasks involved New            up the machinery and               team.” After hours of gruelling    thought the winners and both
from Reaseheath College in      Holland tractors pulling a          getting it ready to operate.       tests, the winning team was        teams who were runners up
                                mower and a baler and an            In some of them, the tractor       announced – it was Gwent.          had been ‘brilliant.’
Nantwich, Cheshire.             LM5000 telehandler.                 had to be driven in and out        Handing over the coveted




                                Beautiful farm awards
                                N
                                         ew Holland has
                                         been sponsoring
                                         the Beautiful Farm
                                                                    for the public and for local
                                                                    schools.
                                                                    Other finalists included
                                                                                                       that goes into creating or
                                                                                                       maintaining it. Making the
                                                                                                       land work hard while keeping
                                Awards again this year.             farmers who had planted            it in good environmental
                                The competition, run in             new woodland and preserved         shape is a real skill that needs
                                partnership with Farm               areas of ancient grassland, or     to be acknowledged.”
                                Business, offers farmers in the     who created and maintained         All entrants have to do
                                UK a chance to demonstrate          habitats to attract rare species   to take part is send Farm
                                how they can effectively and        to the farm.                       Business a photograph of
                                efficiently use the land while       Our UK Business Director           their farm along with a
                                protecting our beautiful rural      Andrew Watson described            brief description of what it
                                environment.                        the competition as a chance        produces and the methods
                                It’s an important opportunity       to highlight some of the           that are used.
      Do you liv                for the agricultural                very valuable work that is         This year’s lucky winner will
                 eo
      Britain’s m n
                                community to show how,              being done every day in the        be announced at a VIP lunch
                                through their hard work and         countryside.                       on the Terrace of the House
                  o
     beautiful f st
                                consideration, they can help        “These awards are a way of         of Commons on November
                                to maintain the shape and           recognizing those unsung           12th.
                arm?            integrity of the countryside.       heroes – the farmers – who         The 2008 Most Beautiful
                                Last year the competition           manage to strike that difficult     Farm award winner will be
                                was won by Rectory Farm in          balance between running a          able to use the new title in
                                Leicestershire. The winners,        modern, successful business        their own marketing. They’ll
                                Fay Johnson and her family,         while helping to protect           also receive an all expenses
                                established nearly nine             and improve the rural              paid trip to Italy – courtesy
                                kilometres of footpaths for         environment. Lots of people        of New Holland – which
        Sponsore
                                birdwatchers and ramblers           in Britain really appreciate       includes a trip to see one of
                d by
                                on their farm. The family           our countryside but just           our industry leading factories!
                                also runs guided farm tours         don’t realise the hard work




14
14
     A tuber in the war
     against world hunger
      The UN agency for food and nutrition, the FAO, has
      announced that 2008 is “The International Year of
                                                                              from cereals, with a total
                                                                              production of over 320
                                                                              millions tons in 2007.
                                                                              In Europe, Belgium
      the Potato”. The agency has decided it is time to                       has the highest annual
                                                                              consumption per person
      promote and deepen awareness of this valuable                           (200 kg a year). All the
                                                                              northern nations have very
      food resource’s role in agriculture, the global                         high consumption and
                                                                              cultivation levels.
      economy and in world food security. The agency                          In poorer countries too,
      also wants to boost research and development of                         potato consumption
                                                                              continues to rise because
      agricultural methods for potato growing as a way                        the potato is simple to
                                                                              grow and provides a high
      to contribute the fight against hunger.                                  energy content.
                                                                              And yet the potato has


                                               A
                                                        ll over the world,    not really entered the
                                                        the price of food     global agricultural market
                                                        is rising because     because the tendency is
                                               of the reduced availability    for everyone to consume
                                               of grain, maize, rice          locally grown potatoes
                                               and other agricultural         while the prices are
                                               products.                      determined by local
                                               Consequently there is an       growers.
                                               increased risk of famine       For all these reasons,
                                               and instability in dozens of   the potato has great
                                               developing countries.          potential as a contributor
                                               In an attempt to find a        to the worldwide fight
                                               solution, international        against hunger, and as the
Discover some recipes                          attention has shifted to       foodstuff of the future.
with potatoes on page 22                       an ancient crop that could
                                               help to curb rising food
                                               prices: the potato.
                                               It is the most grown
                                               food in the world apart




        Peru: the Potato Nation
        Not everyone knows that Lima, the capital of Peru, is also the world capital of the papa
        (as the potato is locally called), and that every year on the 30th May “Papa Day” is a major
        celebration. Lima is the site of the World Potato Bank, or CIP (Centro international de la papa),
        where over 4,000 different varieties are preserved, including the “Puma’s Claw”, “Midnight
        Passion” and “Happy Heart”: Tubers with names as colourful as the potatoes themselves,
        whose tones range from yellow to red to purple. This bank is a kind of giant fridge, with
        constant temperature and humidity levels, protected behind security doors with secret codes:
        a restricted access area that houses the planet’s memory of a foodstuff that is crucial to the
        future of mankind.

                                                                                                            15
The revamped website
Innovative, dynamic and smart: a cutting-edge approach with new capabilities, yet easy to
surf. The new newholland.com website brings the values that characterize all the brand’s
activities online, with dedicated features to enhance customer relations
                                                                                                         of interactivity and taking it

F
       resh new graphics and lots   too. This starts at the home        information with users.                                           Take ‘My New Holland’,             Information is intuitively and
       of innovative functions      page, where there are two new       For the first time the website    through to actual product        the personal page where            flexibly organized according
       which sums up the latest     features close to our customers’    hosts ‘Specials’ which are       development is a further         registered users can assemble      to the user’s context, offering
version of newholland.com.          hearts: Firstly, a geo-localized    periodic themed forums           testimonial to our progressive   the most interesting services      videos, pictures and zoom
The new site goes online in         weather report personalized         where experts in the sector      and innovative approach and      and contents of the website.       functions, making it easy
November in Italian and English     to each user’s location and         and famous personalities         commitment to meet the           This focuses on their activities   to request estimates and
with further languages set to       secondly, a rundown of the          will be available to discuss a   needs of those working in        and the types of machines          accessing any pre- and post-
launch by the end of 2009.          world commodities market.           range of topical issues.         agriculture today.               they own.                          sales services required.
It will mark New Holland’s          The home page also makes            And, in the future, a                                             Then there is the new              There is even a games
entry into the world of Web
2.0, where the next generation
                                    it easier for customers to get
                                    in touch. Using the ‘Find the
                                                                        workshop area is to be
                                                                        launched to focus on             My newholland.com                ‘Product selector’, which
                                                                                                                                          allows users to search for the
                                                                                                                                                                             section to offer a bit of
                                                                                                                                                                             entertainment and a break
of internet services will offer     dealer closest to you’ function     research and development of                                       machines that best address         from business.
more user participation and         allows site visitors to select      new products, to showcase        Customization is essential       their particular needs and         It really is all about the users,
personalization.                    their nearest New Holland           the evolution of products and    as it provides users with        areas of interest.                 so don’t be shy!
The new corporate website           dealer. The site then stores this   technology and to engage         functions that let them find      After selecting a product, they    Come and see us on line at
has been designed as an             information for subsequent          with users to seek their         specific information on the       can explore it fully, whether      www.newholland.com.
interactive online location for     visits.                             bright ideas and suggestions.    subjects closest to their        from a technical, aesthetic or
customer relations and sharing      A special area will soon make       Embracing this online model      individual experience.           economic perspective.
information. It offers a way        it possible to inform registered
to get close to our customers       users of initiatives at the
allowing us to meet and listen      dealerships and remind them
to the farmers who have either      about scheduled service and
already chosen New Holland or       maintenance due on their own
are discovering us for the first     machines.
time.                                                                                                                                                                            Above, the new home
                                                                                                                                                                                 page that welcomes
                       A website for listening                                                                                                                                   the visitor to the
We’re part of the same and sharing                                                                                                                                               New Holland world.
                                                                                                                                                                                 Alongside, a few
                                                                                                                                                                                 pages of the website.
world                               The customer focus is
                                                                                                                                                                                 From left: the
                                                                                                                                                                                 New Holland People
                                                                                                                                                                                 section and one
The web pages are built around      further emphasized by the                                                                                                                    of the pages of the
                                                                                                                                                                                 “Product Section”
the customers’ interests, which     introduction of a range
are New Holland’s interests         of areas for exchanging


16
New Holland Style
Waterproof jackets, T-shirts in
organic cotton, fashionably
                                                Juventus collection aimed
                                                at the fans of the soccer
                                                club, or the vintage range
                                                                                One eye
                                                                                                                                                                1



                                                celebrating 90 years of
coloured polo shirts and rope
belts. Surely this is a sample
                                                Fiat tractors.
                                                This collection includes
                                                bags and hold-alls in eco-
                                                                                on the
from the latest collection from a
                                                leather and all kinds of
                                                other brand products from
                                                1918 up to the present
                                                                                enviroment                                                   2



trendy sports clothing brand?                   day. And it offers caps,        New Holland Agriculture
                                                badges and warm tops all        takes its role as a Clean
No, not at all. These are just                  emblazoned with the logos       Energy Leader very seriously

some of the dozens of articles                  of brands which have
                                                made their mark in the
                                                                                by creating environmentally-
                                                                                friendly products using                                                             3

that make up New Holland                        history of agriculture.
                                                If you would like to see the
                                                                                recycled materials and
                                                                                technologies and procedures
Agriculture’s new merchandising                 collection for yourself, take   that have a low ecological
                                                a look at the New Holland       impact. Our T-shirts are
line which are available for                    Agriculture merchandise         made from cotton grown
                                                catalogue on line. Just visit   without the use of pesticides
purchase on the new website:                    www.newhollandstyle.com         and chemicals. And our                         4
                                                and look for our special        telephone and torch battery
www.newhollandstyle.com                         offers.                         chargers are solar powered.
                                                So far, the site has been       With this philosophy in mind,
                                                amazingly successful and is     New Holland has also set up


                 T
                       his whole collection,    available in nine different     a partnership with Patagonia,
                       for summer and           languages. Visitors can         the Californian sports
                                                                                                                                                                    5
                       winter, for him and      take a guided tour through      clothing company which
                 her, also include various      over a hundred articles         specialises in garments that
                 fun garments for kids.         that reflect New Holland        use environmentally friendly
                 These are all pieces that      Agriculture’s key values:       materials and technologies.
                                                                                                                                     6
                 have been designed for         innovation, dynamism,           It also donates one percent
                 people who dress casually      smartness and passionate        of its turnover to ecologically
                 at work and at play, but are   commitment to protecting        sustainable projects.
                 conscious of fashion trends.   the environment.
                                                                                                                  Some of the products of the new collection:
                 But this collection from                                                                         1 - Patagonia shirt
                 New Holland Agriculture                                                                          2 - Backpack with solar panels
                 goes beyond clothing.                                                                            3 - Solar watch
                                                                                                                  4 - Wooden pen
                 There are items for all                                                                          5 - Juventus T-shirt
                 tastes, like the much-prized                                                                     6 - FR9000 model


                                                                                                                                                                        17
• SCENARIO • PANORAMA • SCENARIUSZ • CENÁRIO • ESCENARIO • SZENARIO • SCENERI • SCENARIO • PANORAMA • SCENARIUSZ • CENÁRIO • ESCEN




       Agri-evolution:
       how agriculture is being tra
       Federico Corradini, Industrial Coordination Director of CNH and President of Cema
       (the European Committee of Agricultural Machinery Manufacturers Associations) describes
       the state of European agriculture and its mechanisation, examining the present and also taking
       at look at the sector’s future.


       L
             et’s imagine we       12.7 million people           speaking, farmers are       policy guidelines;           and often obsolete,”          and to increase their
             are flying over the   every year. We would          highly important creators   attending to issues          explains Federico             profits and it helps big
             whole of Europe,      be able to watch some         of value. And these         such as environmental        Corradini, “which creates     farming enterprises to
       and from our aeroplane      of the many activities        production figures may      protection; woodland         risks in terms of safety      reduce their spending
       in the sky we look down     that create value while       well rise further, given    and animal conservation      and pollution. The            on production and
       on 27 nations and 172       serving the food industry.    the growth-potential        and the support of           demand for new tractors       therefore boost their
       million hectares of         In fact, today, Europe        of demand. Farming is       rural traditions. In         is therefore growing,         cost competitiveness.
       agricultural land: that’s   produces 70% of its own       becoming an ever richer     other words, farming         partly to replace old ones,   “This is why we forecast
       roughly 40% of the entire   food.” The total value        and more complex activity   is constantly evolving       but also due to new           a rise in the demand for
       land area. “If we could     of European agricultural      and farmers produce high    into a more challenging      technologies becoming         tractors and agricultural
       make them out, we could     production in 2005, and       quality foodstuffs and      activity.”Another major      available, particularly       machinery, particularly
       count 14.2 million farms    again in 2006, was 327        other resources (think      factor is the diffusion      for specialised uses.” The    from Eastern Europe,
       in operation, most of       billion euros. In 2007 this   of bio-fuels)” continues    of agricultural machinery.   ongoing mechanisation of      where the sector is being
       them small.” explains       figure rose to 351 billion.   Mr Corradini. “Nowadays     In 2006, there were          farming has a two-fold        rapidly modernised”,
       Federico Corradini.         “A nice little sum, eh?”      there are much broader      9,300,200 tractors at        advantage: It allows          adds Mr Corradini.
       “We would have before       smiles Mr Corradini, “and     issues for farmers:         work in Europe. “But         small farmers to attain       So how does he see
       us a sector that employs    it means that, generally      Following EU agricultural   many of these are old        high quality levels           the world of farming


       18
       18
ARIO • SZENARIO • SCENERI • SCENARIO • PANORAMA • SCENARIUSZ • CENÁRIO • ESCENARIO • SZENARIO • SCENERI • SCENARIO • PANORAMA •




                                                                                                                                  SCENARIUSZ • CENÁRIO • ESCENARIO • SZENARIO • SCENERI • SCENARIO • PANORAMA • SCENARIUSZ • CENÁRIO • ESCENARIO • SZENARIO • SCENERI • SCENARIO • PANORAMA • SCENARIUSZ • CEN
                                                                   Cema
                                                                   Cema is the European committee
                                                                   of national associations
                                                                   representing manufacturers of
                                                                   agricultural machinery. It was
                                                                   founded in 1959 and gathers
                                                                   and communicates information
                                                                   on technical and economic data,
                                                                   new trends and standards and
                                                                   legislation and community
                                                                   directives. But above all, it




nsformed
                                                                   represents this manufacturing
                                                                   sector within the European Union.
                                                                   It is therefore the partner that
                                                                   the EU negotiates with when
                                                                   developing new regulations




                                                                                                                                                                                                                                            ARIO • SZENARIO • SCENERI • SCENARIO • PANORAMA • SCENARIUSZ • CE
                                                                   and is the organ that defends
                                                                   the interests of this manufacturing
                                                                   category (for further information



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                                                                                                                                                                                                                                                     E
                                                                   see www.cema-agri.org).
                                                                   In the course of this year’s
                                                                   ‘Agri-evolution’ conference
                                                                   (the first world summit dedicated
                                                                   to the market for agricultural
                                                                   machinery), Federico Corradini
                                                                                                                                                                                                                                                                   RI • SCENARIO • PANORAMA • SCENARIUSZ • CE
                                                                                                                                                                                                                                                                   RI • SCENARIO • PANORAMA • SCENARIUSZ • CE
                                                                                                                                                                                                                                                                   RI • SCENARIO • PANORAMA • SCENAR USZ • CE
                                                                                                                                                                                                                                                                   RI SCENARIO • PANORAMA • SCENAR USZ • CE
                                                                                                                                                                                                                                                                   RI SCENARIO • PANORAMA • SCENAR USZ • CE
                                                                                                                                                                                                                                                                   RI • SCENARIO • PANORAMA • SCENARIUSZ • CE
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                                                                                                                                                                                                                                                                   RI SCENARIO • PANORAMA • SCENAR U Z C
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                                                                   gave a speech on ‘Agriculture
        evolving? “Agriculture        increased comfort and
                                                                   in the new 27-member Europe’.
                                                                                                                                                                                                                                                                        S




        will certainly be aiming      ease for their drivers;
        for ever greater quality,     greater precision
        at the same time as           and technological
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                                                                                                                                                                                                                                                                             R O • PANORAMA SCENA




        attempting to reduce the      capacity (with wireless
        environmental impact,”        communications between
                                                                                                                                                                                                                                                                                 • PANOR




        replies the President of      tractors and automatic
                                                                                                                                                                                                                                                                                   PANOR
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        Cema, “and both these         operations); and a
        aims involve a higher         greater ability to exploit
        degree of mechanisation,      renewable energy-sources
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        particularly in terms         and bio-fuels.”
        of highly specialised
        machinery for certain
        types of crops and certain
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        types of operations. “The
        main development trends
        for these vehicles will be;


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           • ALFA ROMEO •

          The compact that
          looks more than ever
          like a sports car
          The new Alfa Romeo has been launched and it’s been christened MiTo. Its name is a meeting of
          two great cities: Milan and Turin and is a title that evokes great excitement. Milan is where the
          car’s brand was created, Turin is where it is produced. Amongst its features is the Alfa Romeo
          DNA system. The DNA stands for Dynamic, Normal and All Weather. This is an innovative
          mechanism that affects all the main driving parameters (engine response, control of stability
          and power steering). Until now, only racing cars and supercars had this system. It gives the
          car three quite different personalities: a super sports car mode (dynamic), an urban mode
          (normal) and a mode for maximum safety, even on slippery roads (all weather). Another key
          feature of the MiTo is the interior design. The overall look is definitely aggressive, with the same
          upholstered dashboard as the high range vehicles. The dials are easy to read, with modern,
          extremely effective graphics. The suspension ensures maximum safety and pure enjoyment:
          Sports car performance combined with unrivalled traction. The engine has up to 155HP to
          accelerate from zero to 100 Km/h in eight seconds.MiTo also has the latest sound technology.
          It is equipped with a radio, CD player and Mp3, with the latest generation hi-fi Bose® Sound
          System. Blue&Me™, the multimedia communications heart of MiTo can be installed on board to
          provide a hands free service via Bluetooth®, a USB port and Mp3/wma media player.




                                                                                                                 • JUVENTUS •


                                                                                                                Supporting the Italian soccer
                                                                                                                champions
                                                                                                                For the second year in a row      new advertising campaign in
                                                                                                                New Holland and Fiat Group        the main sports newspapers
                       ALWAYS CLOSE TO OUR CHAMPIONS.                                                           will be sponsoring Juventus,      in Italy and Europe. The
                                                                                                                Turin’s world famous              slogan “always close to the
                                                                                                                football team.                    heart of our champions”,
                                                                                                                Juventus has now won the          accompanies the image of a
                                                                                                                Italian league pennant more       Juventus player with his hand
                                                                                                                times than any other team         on his heart.
                                                                                                                and has an estimated 170          It is a message of pride
                                                                                                                million fans and supporters       which reflects the sense
                                                                                                                all around the world.             of partnership between
                                                                                                                The team has a glorious           two great names who
                                                                                                                tradition stretching back to      are both world leaders
                                                                                                                1897 and is looking forward
                                                                                                                                                                                    The Trophy
                                                                                                                                                  in their respective fields
                                                                                                                to another exciting season.
                                                                                                                                                                                    cabinet of
                                                                                                                                                  and who both share the
                                                                                                                In addition to competing
                                                                                                                                                                                    Juventus F.C.
                                                                                                                                                  same enthusiasm and
                                                                                                                for the 96th Italian Serie        determination to go on
                                                                                                                                                                                    National Trophies:
                                                                                                                A pennant, the black-             winning together.
                                                                                                                and-white jerseys will be         New Holland, like Juventus,       95 championships played
                                                                                                                                                                                    in the Serie A league
                                                                                                                taking part in Europe’s most      boasts over 100 years of
                                                                                                                important tournament; the         history and success, and is       27 league pennants won
                                                                                                                Champions League.                 committed to guaranteeing         9 Italian Cups
                                                                                                                Fans will be able to enjoy a      maximum customer                  4 Italian Supercups
                                                                                                                thrilling Competition kick-off.   satisfaction at all times, with
                                                                                                                Between September and             the passion, determination        International Trophies:
                                                                                                                December Juventus will face       and will to get results.          2 Champions Cups
                                                                                                                Madrid (Spain), Zenit (Russia)    We look forward to seeing         (Champions League)
                                                                                                                and Bate (Belarus) in the         the Juventus fans online: Visit   1 Cup of Cups
                                                                                                                qualification round.               www.newhollandstyle.com,
                                                                                                                                                                                    3 UEFA Cups
                                                                                                                To support the team as            our new website devoted to
                                                                                                                it embarks on this major                                            2 Intercontinental Cups
                                                                                                                                                  New Holland and Juventus
                                                                                                                European campaign,                merchandising (find out            2 European Supercups
      New Holland and Juventus, looking forward to a great Champions League together.                           New Holland has launched a        what’s new on page 17).           1 Intertoto Cup



FIAT GROUP • ACTUALITÉS DU GROUPE FIAT • NIEUWS VAN DE FIAT GROUP • NEWS FROM FIAT GROUP • AKTUALNOŚCI Z GRUPY FIAT • NOTÍCIAS DO FI
                                     • NEW HOLLAND CONSTRUCTION •


                                   “Blade Runner”, New Holland’s
                                   new construction machine,
                                   makes its debut
                                   This is a unique machine. It blends the characteristics of the
                                   excavator and the crawler dozer. It is an original hybrid of
                                   two machines and is the New Holland solution for all users                    • IVECO •
                                   who want to handle different types of work with just a
                                   single machine. The ‘Blade Runner’ Series B is based on
                                   a 14 ton crawler excavator, derived                                          Welcome back,
                                                                                                                Campagnola!
                                   from the E135B SR (short radius), with
                                   monoblock boom. It was combined
                                   with a special undercarriage that was
                                   built using elements inspired by the

                                                                                                                 F
                                   20 ton type excavators. Developed                                                   irst it was the 500. Then it was the Abarth
                                                                                                                       brand. Now another historic FIAT icon returns.
                                   in partnership with Kobelco, it                                                     The Campagnola, Fiat’s off-road model which
                                   is a highly specialized, versatile                                            was produced in various guises between 1951 and
                                                                                                                 1987, is being revived in a third edition, under the
                                   machine that joins the line-up                                                IVECO brand. The ‘opening edition’ of this new
         MiTo is a car
         designed for              of New Holland earth-moving                                                   4-wheel drive returned to the market in September.
         those who seek                                                                                          It owes a lot to the Massif - the vehicle designed
         comfort and               equipment. It is able to perform                                              for professional off-road use - which Iveco launched
         technology and
         who care about            the activities of both crawler                                                last March. The new Campagnola is designed to carry
         style and details.                                                                                      people and owes much of its traditional off-road
         It is a car for           excavator and dozer and                                                       basic structure, avant-garde technology and boldly
         those who like an
         aggressive look           boasts high performances in                                                   modern look to the Massif. A sturdy chassis with
         and a sports car                                                                                        stabilizing bars; four-wheel drive; rigid bridge
         performance.              both productivity and safety.                                                 suspension on both front and rear axles; six gears
                                                                                                                 and a reduction gear for the steepest climbs; the rear
                                                                                                                 differential with manual locking options. These are
                                                                                                                 just some of the features that make the Campagnola
                                                                                                                 suitable for any kind of terrain. It is capable of
                                                                                                                 maximum performance-levels in terms of speed
                                                                                                                 and agility and is confidently able to handle the
                                                                                                                 most extreme off-road conditions. This new model
                                                                                                                 can overcome one hundred percent slopes, with an
                                                                                                                 approach angle of 50°, a departure angle of 34° and
                         Affordable and safe, the Fiorino is available in                                        a ramp angle of 33°. Even in its standard setting, it
                         the goods carrier cargo version; in the combi                                           has a fording depth of up to 50 centimetres.
                                                                                                                 Its genuine 4x4 spirit is underlined by its styling:
                         version which can carry both goods and                                                  A collaboration of Giugiaro’s Italdesign and FIAT’s
                         people; and in the “Adventure” version, which                                           Style Centre. Gritty and lively, its features are
                                                                                                                 instantly recognizable: From the grid radiator, so
                         features a raised trim, and soon to come a                                              typical of Iveco vehicles, to the assertive square
                         special traction system ideally suited for use in                                       shape and the exclusive beige and sage-green
                                                                                                                 colours which highlight its historical link to its
                         rural areas and on ground with poor grip.                                               famous predecessor.

                                                                                • FIAT PROFESSIONAL •


                                                                               Compact and safe,
                                                                               with style
                                                                               “It’s a unique and innovative vehicle in terms of style, safety and environmental respect.
                                                                               In other words, it’s a very well-designed van; highly practical and with an excellent price/quality
                                                                               ratio.” This is how the Fiat Fiorino van was described by the jury of international journalists
                                                                               who awarded it the “International Van of the Year 2009”. The prestigious award was presented
                                                                               during the Hanover Commercial Vehicles International Trade Fair, the most important European
                                                                               trade fair for commercial and industrial vehicles. The Fiat Professional produced van owes its
                                                                               success to some unique features for a van in its class: It is ideally suited for anyone looking for
                                                                               a compact van that is cheap to run; it is nimble in traffic; and easy to park. Fiat Fiorino has, in
                                                                               fact, managed to completely redefine the standards for the light commercial vehicle segment,
                                                                               offering clients the opportunity to buy a ‘made to measure’ vehicle for their activities. It has
                                                                               load capacities of 610 and 660 kg; a volume of 2.5 cubic metres; and an interior length of 1.5
                                                                               metres, which can become 2.8 cubic metres and 2.5 metres by folding down the passenger
                                                                               seat. The van was also praised for its original and dynamic style and its safety features.
                                                                               Affordable and safe, the Fiorino is available in the goods carrier cargo version; in the combi
                                                                               version, which can carry both goods and people; and in the ‘Adventure’ version, which features
                                                                               a raised trim and soon, a special traction system ideally suited for use in rural areas.


IAT GROUP • NOTICIAS DEL GRUPO FIAT • NACHRICHTEN DER FIAT GROUP • NYHEDER FRA FIAT-GRUPPENGROUP • NOTIZIE DA FIAT GROUP • ACTUALITÉ
                                                                                                                                    • SPIELE • SPIL • RICETTE • RECETTES • RECEPTEN • RECIPES • PRZEPISY • RECEITAS • RECETAS • REZEPTE • OPSKRIFTER • CURIOSITÀ • CURIOSITÉS • WET
• CURIOSITÀ • CURIOSITÉS • WETENSWAARDIGHEDEN • CURIOSITIES • CIEKAWOSTKI • CURIOSIDADES • KURIOSITÄT • KURIOSITETER • GIOCHI • JEUX • SPELLETJES • GAMES • GRY • JOGOS • JUEGOS



                                                                                                                                                                                        • RECIPES •



                                                                                                                                                                                   Potatoes and currants: recipes from the chef
                                                                                                                                                                                   Italian                                                                                Preparation
                                                                                                                                                                                                                                                                          Boil the potatoes, peel and mash; set aside to cool.
                                                                                                                                                                                                                                                                          Soak the raisins in warm water, dry and lightly flour.
                                                                                                                                                                                   potato cake                                                                            Beat the egg yolks for 15 minutes with the sugar, add the
                                                                                                                                                                                                                                                                          potatoes, the margarine (which should be at room temperature),
                                                                                                                                                                                                                                                                          the lemon rind, the raisins, chopped almonds and, lastly, the egg
                                                                                                                                                                                   Ingredients
                                                                                                                                                                                                                                                                          whites beaten firm.
                                                                                                                                                                                   400 g potatoes
                                                                                                                                                                                                                                                                          Pour into a greased cake tin about 20 cm wide and bake in a hot
                                                                                                                                                                                   200 g sugar
                                                                                                                                                                                                                                                                          oven for about forty minutes. Serve cold.
                                                                                                                                                                                   4 eggs
                                                                                                                                                                                   100 g margarine
                                                                                                                                                                                                                                                                          To decorate the cake:
                                                                                                                                                                                   Grated lemon rind
                                                                                                                                                                                                                                                                          Cook about 250 g of black currants in a saucepan with a glass
                                                                                                                                                                                   30 g raisins
                                                                                                                                                                                                                                                                          and half of water; strain, add the juice of half an orange and 70
                                                                                                                                                                                   30 g almonds
                                                                                                                                                                                                                                                                          g of sugar: this sauce is the perfect topping for a golden cake!




                                                                                                                                                                                                                                                                          Preparation
                                                                                                                                                                                   Norwegian                                                                              Blend carefully and serve the beverage cool, in tall, narrow
                                                                                                                                                                                                                                                                          glasses garnished with a cluster of currants.

                                                                                                                                                                                   tomato juice with
                                                                                                                                                                                   fennel, potatoes
                                                                                                                                                                                   and currants
                                                                                                                                                                                   Ingredients (one serving)
                                                                                                                                                                                   2/5 tomato juice
                                                                                                                                                                                   1/5 fennel juice
                                                                                                                                                                                   1/5 potato juice
                                                                                                                                                                                   1/5 currant juice




                                                                                                                                                                                   Scottish roast                                                                         Preparation
                                                                                                                                                                                                                                                                          Melt the butter and two tablespoons of blackcurrant jelly in
                                                                                                                                                                                                                                                                          a large pot; once it is simmering, add the meat and brown it.
                                                                                                                                                                                   venison with                                                                           Preheat the oven to 230°C. Place the contents of the pot in
                                                                                                                                                                                                                                                                          a roasting pan, add a pinch of salt and pepper and place

                                                                                                                                                                                   blackcurrant sauce                                                                     in the oven. Roast for about 90 minutes. Since venison is very
                                                                                                                                                                                                                                                                          lean, take care not to let it brown too much.
                                                                                                                                                                                                                                                                          Remove from the oven and place on a cutting board, cover
                                                                                                                                                                                   Ingredients
                                                                                                                                                                                                                                                                          with aluminum foil, and let it stand for about twenty minutes.
                                                                                                                                                                                   50 g butter
                                                                                                                                                                                                                                                                          In the meantime, heat a teaspoon of the fat from the roasting
                                                                                                                                                                                   3 tablespoons blackcurrant jelly
                                                                                                                                                                                                                                                                          pan in a pot, add the wine and vinegar and boil for a couple
                                                                                                                                                                                   1.5 kg leg of venison on the bone
                                                                                                                                                                                                                                                                          of minutes, then add the hot broth, the remaining jelly and
                                                                                                                                                                                   3 tablespoons red wine
                                                                                                                                                                                                                                                                          the thyme and boil for another five minutes until you have
                                                                                                                                                                                   2 tablespoons blackcurrant vinegar
                                                                                                                                                                                                                                                                          a smoothly blended sauce. Add salt and pepper to taste, strain
                                                                                                                                                                                   300 ml game or beef broth
                                                                                                                                                                                                                                                                          and pour into a gravy boat, after adding the currants.
                                                                                                                                                                                   3 sprigs of thyme
                                                                                                                                                                                                                                                                          Slice the venison and serve with the sauce on the side.
                                                                                                                                                                                   Half a cup of blackcurrants




                                                                                                                                                                                   • CURIOSITIES •
                                                                                                                                                                                                                        People think it’s a grain, but it actually belongs to the same family as spinach and beets;
                                                                                                                                                                                                                        it has been grown for about 5,000 years on the stony soil of the Andes at an altitude
                                                                                                                                                                                                                        between 3,800 and 4,200 metres.
                                                                                                                                                                                                                        Know what it is?
                                                                                                                                                                                                                        It’s the quinoa, considered sacred and almost magical by the Incas, who honoured it in


                                                                                                                                                                                    An exotic                           some of their rites.
                                                                                                                                                                                                                        What does it look like?
                                                                                                                                                                                                                        The leaves are triangular and pointed, and it has a long stalk. The seeds are the only edible
                                                                                                                                                                                                                        part, and are small and round, very similar to millet and very rich in nutrients: they contain


                                                                                                                                                                                    crop                                fibres, minerals and vegetable proteins, and are free from saturated fats and gluten.
                                                                                                                                                                                                                        How is it grown?
                                                                                                                                                                                                                        Quinoa is a sturdy vegetable and does not require any special treatment: It is planted
                                                                                                                                                                                                                        between September and October and harvested between April and June. The grains
                                                                                                                                                                                                                        are washed and selected to get rid of impurities and a chemical called saponin, which is
                                                                                                                                                                                                                        a bitter substance contained in the plant to protect it from insects and birds. The grains
                                                                                                                                                                                                                        are then dried in solar driers and packed 500g cans.


                                                                                                                                                                                   22
TENSWAARDIGHEDEN • CURIOSITIES • CIEKAWOSTKI • CURIOSIDADES • KURIOSITÄT • KURIOSITETER • GIOCHI • JEUX •

            • GAMES •



         Differences
         The two drawings have 7 differences. Can you find them all?




                                                                                                                                              PARTNERS 1                            THE WORLD




                                                                                                                                                                                                  2008
                                                                                                                                                                                 OF NEW HOLLAND
                                                                                                                                                                                   AGRICULTURE




                                                                                                                                              Partners
                                                                                                                                              XIII - n. 23




                                                                                                                                              This magazine is distributed free of charge,
                                                                                                                                              with the co-operation of New Holland Dealers.

                                                                                                                                              Editor-in-Chief
                                                                                                                                              Roberto Bandoli

                                                                                                                                              Editor
                                                                                                                                              Barbara Prossen


                                                                                                                                              Publisher
                                                                                                                                              New Holland Agriculture, a brand of CNH

                                                                                                                                              Contributors to this issue
                                                                                                                                              Mina Ariza
                                                                                                                                              Roberta Barba
                                                                                                                                              Philippe Bohn
                                                                                                                                              Giulia Giovanardi
                                                                                                                                              Maria Laura Iascone
                                                                                                                                              Sarah Johnson
                                                                                                                                              Annemie Lievens
                                                                                                                                              Nigel Mackenzie
                                                                                                                                              Nicole Naeyaert
                                                                                                                                              Klaus Senghaas
                                                                                                                                              Jimmie Vestergaard
                                                                                                                                              Cristina Virone
                                                                                                                                              Jerzy Wrobel

                                                                                       7 - wall behind the cows                               Editorial Coordination
                                                                                                                                              DGTmedia – Unità Editoriale
                                                                                       6 - last cow on the right                              Via Legnano, 26
                                                                                       5 - spot on the neck of the second cow from the left   10128 Torino – ITALIA
                                                                                       4 - trees in the background                            www.dgtmedia.com
                                                                                       3 - the window top left
                                                                                       2 - the hay bottom right                               Printing
                                                                                                                                              Satiz Srl Moncalieri (TO)
                                                                                       1 - the bar on the left                                Printed in Italy
                                                                                       Differences:
                                                                                       The missing square: B                                  Internet
                                                                                       ANSWERS:                                               www.newholland.com

                                                                                                                                              Letters to the Editor
                                                                                                                                              Barbara Prossen
                                                                                                                                              New Holland Agriculture
                                                                                                                                              Via Plava, 80 – Ingr. 31
                                                                                                                                              10135 Torino – ITALIA



         The Missing Square
                                                                                                                                              E-mail: barbara.prossen@cnh.com




         Only one of the four squares below completes the figure. Find the right one.



                                                                                                   A                         B




                                                                                                   C                         D

                                                                                                                                              Contribute to Partners!
                                                                                                                                              Partners is your magazine.
                                                                                                                                              Should you have any suggestions
                                                                                                                                              on how to improve it, stories that
                                                                                                                                              you would like to see reported,
                                                                                                                                              send it to us by fax at
                                                                                                                                              +39 011 0086710 or by e-mail at
                                                                                                                                              barbara.prossen@cnh.com




                                                                                                                                                                            23
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