The Convention celebrated New Holland’s leadership in the region, highlighting the value of technology beyond machinery, local capability & proximity to customer and long-term partnership, while encouraging the exchange of successful practices across its importer network.
Istanbul, Türkiye, 8 October 2026
New Holland brought together more than 200 importers, business partners and industry stakeholders from Africa, the Middle East, the Caucasus, Central Asia, Ukraine and Moldova for its regional Convention, held in Istanbul, Türkiye, from 5 to 8 October 2026.
As a city that uniquely bridges continents, cultures, and perspectives, Istanbul perfectly reflects the spirit of our convention — bringing the entire New Holland family together, connecting generations, and inspiring the future that New Holland and its valued partners are building side by side.
Under the theme “Shaped by Generations, Driven by Tomorrow,” the Convention celebrated New Holland’s strong heritage while outlining its vision and ambitions for the future of agriculture across these strategically important markets.
More than a meeting, the event provided a platform for participants to align shared objectives, discuss business priorities and strengthen the partnerships supporting New Holland’s activities across the region, all within a unified narrative and a shared sense of purpose.
The program covered New Holland’s global and regional business outlook, 2025 sales results and priorities for 2026. Dedicated sessions also addressed key areas such as products and marketing, parts and service, Precision Technology, customer support, network development, dealer standards and communications.
“CNH is built on generations of agricultural heritage, and that heritage gives us a clear view of where farming is going. As our customers' needs evolve, CNH is ready. With advanced technology, precision solutions and a strong dealer network, we turn change into results: higher productivity, lower costs, and sustainable growth for farmers and for CNH across the region,” said Markus Müller, CNH EMEA President and Global Parts & Service.
Strong results in a strategically important region
The Convention provided an opportunity to celebrate New Holland’s strong results across the region. According to company data, New Holland holds the leading position in both tractors and combines across these markets.
Africa, the Middle East, the Caucasus, Central Asia, Ukraine and Moldova represent one of the most important areas worldwide for New Holland’s agricultural business.
The size of the machine population reflects the brand’s long-standing presence and the trust placed in New Holland by customers across highly diverse agricultural markets. It also reinforces the importance of a strong dealer and importer network capable of supporting customers and their machines throughout the entire ownership lifecycle.
“Africa, the Middle East, the Caucasus, Central Asia, Ukraine and Moldova are strategically important markets for New Holland. Our leadership in tractors and combines, and a long date presence in these areas, reflects the trust customers in our brand and in our professional and local dealer and importer network. Our ambition is to build on this strong foundation by competing on value and by bringing customers the technology, expertise and support they need to grow their businesses with us, as solid partners” said Vincent De Lassagne, Vice President Africa, Middle East, Ukraine, Moldova, CIS and JVs CNH Ag
Delivering value beyond the machine
One of the Convention’s central messages was New Holland’s commitment to competing on value.
The company’s offering goes beyond the machine itself, combining advanced technology, Precision Technology solutions, productivity, parts, service and dedicated customer support. New Holland aims to demonstrate how this comprehensive approach can deliver tangible, long-term value to agricultural businesses; beyond the machine’s physical components there’s a complete range of technologies, services, expertise and support available throughout its lifecycle.
Sharing successful practices across the network
The Convention also promoted the exchange of successful practices and practical experiences among New Holland dealers and importers.
Representatives from Ghassan Aboud in Syria, Inchcape in Kenya and CMC Agri in Tanzania, A-Tera LCC in Ukraine presented examples from their respective markets, covering marketing, financial and commercial practices.
Their contributions demonstrated how local expertise and successful approaches developed in individual markets can be shared across the wider New Holland network. The sessions provided practical inspiration to strengthen customer engagement, support business development and identify new opportunities for sustainable growth.
By combining its agricultural heritage, advanced technology and extensive regional network, New Holland reaffirmed its commitment to working alongside dealers, importers and customers to address the changing needs of agriculture and shape the future of the industry.
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