There is a school of thought that states the quality of the PR event arranged for journalists is in inverse proportion to the bad news accompanying it. In other words, the better you are treated the greater the potential for someone's day being ruined. So, when invited to a press event in Rome to stay in the five-star St Regis hotel for a night along with five-course meal overlooking St Peter's and the Vatican City courtesy of construction equipment specialist CNH, you begin to wonder who is for the chop. The answer turned out to be equipment dealers, as well as the brands Kobelco and Fiat Kobelco along with their respective blue and orange colouring. Across the globe 120 Kobelco dealers are to be rationalised - eight in the UK -and Ireland - taking numbers from 300 to 180, a process already well underway. The reason for the cull is that CNH feels five brands do not fit into one and its solution is a new global brand - New Holland - along with the stream-ling of its dealer network.
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