CNH Industrial, Global Brand of Agricultural Equipment, Aims for Thai Market to Promote Local Agriculture

When it comes to agricultural equipment brands, ones likely have heard of CNH Industrial. This brand is globally recognized for providing comprehensive agricultural solutions. Thailand, with its substantial agricultural potential, is no exception. With a history deeply rooted in agriculture, where more than half of the Thai population relies on farming as their livelihood, and approximately 47.77% of land dedicated to cultivation, CNH Industrial sees significant opportunities. As a result, the company has established Thailand as its regional headquarters in Southeast Asia. Furthermore, its focus on global sustainability underscores the importance of this move.

Thailand to Become Southeast Asian Hub

Ms. Laura Overall,Senior Vice President of Communications at CNH Industrial, remarked that Thailand boasted a distinct advantage in agriculture, a sector not solely subject to economic fluctuations or monetary matters. Instead, the country hinges on the choices made in crop cultivation. CNH Industrial’s approach is to assess the products alignment which Thailand’s agricultural needs. It is well-known that the brand leads in sugarcane farming equipment, and given Thailand’s prominence in sugarcane cultivation on a global scale, there are three primary reasons for selecting Thailand as the regional headquarters. They are mentioned as follows:

1. Recognizing business growth opportunities, particularly in Thailand’s agricultural sector.

2. Thailand’s strategic geographic location at the heart of Southeast Asia makes it an ideal choice for establishing a regional headquarters. While production facilities are not present, the strategy involves importing components and customizing them to cater to local demands.

3. Thailand boasts a relatively abundant pool of skilled personnel, both in the commercial sphere and among the local workforce. CNH sees potential for investment in this regard and commits to providing training and knowledge-sharing in equipment operation, leveraging collaborations between the public and private sectors to consistently boost the agricultural sector.

Breaking New Ground to be Different Towards Sustainability

CNH Industrial conducts its business under the concept of “Breaking New Ground,” with a presence in 170 offices worldwide and a workforce of over 40,000 individuals. Every member of this diverse and interconnected team is committed to their roles across the globe.

CNH Industrial places customers at the core of its product development efforts, constantly striving to innovate and meet user needs. Be it the creation of specialized tractors for agricultural use by individuals with disabilities or pioneering the world’s first machine unveiled in Brazil this August, this approach has evolved over the past 3-4 years. It does not mean just discussion or development in isolation; instead, it is engaging with those facing challenges, including physically impaired employees, who offer valuable insights. As a result, the company has developed practical technologies that make a real impact.

The principal function of this tractor involves the hydraulic system’s movement to transfer individuals with disabilities from wheelchairs. It elevates the wheelchair to the driver’s seat level, after which the seat automatically folds and stows. Most tractors typically employ accelerators, brakes, and clutches, but this particular one’s development includes full manual control over all aforementioned features, as well as additional product enhancements. The design concept revolves around the “Reprofit Platform,” which entails adding on components from existing equipment to meet specific needs without the necessity of purchasing entirely new equipment.

Furthermore, the company is committed to sustainability and has a strong focus on achieving Net Zero greenhouse gas emissions. This commitment extends beyond just the use of fuel in their tractors and sugarcane harvesters. It also embraces environmentally-friendly alternative energy sources like LNG, demonstrating a dedication to promoting global sustainability. The company is also interested in reducing production factors and enhancing yields, such as implementing precision farming techniques to optimize crop selection and fertilizer use, ultimately increasing farm productivity without substantial investments.

CNH Industrial caters to a wide range of customers in Thailand, including leading corporate entities within the country and other nations in Southeast Asia. Its achievement is through its agricultural machinery, such as the New Holland and Case IH products, which are meticulously customized to meet the specific needs of local farmers. CNH Industrial places a strong emphasis on customer service, and the customer base for New Holland tractors primarily comprises individual farmers, whereas the Case IH sugarcane harvesters are favored by corporate customers, accounting for 60% of total sales.

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