The Dealer's Role in Strong Brands

摘要

Ten years ago, then-CEO Jim McCullough explained to us CNH's three-brand strategy regarding Case, New Holland and Kobelco. Now there are two, as the marketing agreement expired at the end of 2012. Kobelco no longer exists as a CNH brand, but it will continue as Kobelco Construction Machinery converts and recruits U.S. dealers to market the excavator line directly from Japan.