New leader focuses on dealer network expansion and digital retailing tools to drive growth

New Holland Construction has named Brian Weisbaum, a seasoned CNH executive, as the new Head of New Holland Construction, North America. Weisbaum, who has extensive experience in the CNH construction division, steps into this leadership role after serving as the Head of Network Development and Sales Support, as well as Global Customer Experience for CNH’s construction brands.

Weisbaum brings a wealth of expertise to the role, with a strong vision focused on enhancing New Holland's dealer network and implementing digital retailing tools in the construction sector. Strengthening relationships with dealers will be his top priority, alongside efforts to expand New Holland’s presence in the North American construction market.

“From dealer marketing to dealer development, my passion has always been building bonds and creating deeper trust with our incredible network of dealer partners,” Weisbaum stated. “I’ve witnessed firsthand the importance of the mutual relationship between dealerships and the OEM, and I am more encouraged than ever as we chart a course together to take this iconic brand to the next level.”

Weisbaum, who was appointed to his new role in early 2025, laid out his vision at the inaugural New Holland Construction National Dealer Meeting. He declared 2025 to be “the year of the dealer” and outlined strategies to accelerate the growth of existing dealerships, expand the dealer network with additional locations, and introduce an advanced digital retail platform to make the buying process smoother and more accessible for customers.

“We are aiming for bigger goals than ever. But what we achieve together requires trust, transparency and a shared responsibility for open communication,” Weisbaum said. “Both our brand and our dealers can be proud that over the past four years we have put the New Holland brand back on the map. Now is the time to build on that momentum and work together to cement our role as leaders in the compact construction market in North America.”

Under Weisbaum's leadership, New Holland plans to leverage its established dealer network while embracing the digital transformation in construction sales. The introduction of digital tools will allow customers and dealers to streamline the purchasing and service processes, improving customer experience and boosting efficiency for both sides.

Weisbaum takes over from Tyler Mills, who led the North American business from 2020 to 2024. Mills will transition to a new role within CNH as Head of Construction Parts Commercial, North America, where he will manage parts and aftersales commercial operations for both CASE and New Holland Construction brands.

As New Holland Construction continues to focus on growth and innovation under Weisbaum’s leadership, the company is also looking to invest in enhancing dealer operations, improving training for sales staff, and incorporating cutting-edge digital tools. The goal is to streamline operations for dealers while ensuring customers receive top-quality products and services.

Additionally, Weisbaum's strategy includes strengthening relationships with both current and prospective dealers. His vision for dealer development includes improving support for dealers by simplifying their interactions with New Holland’s services, from product offerings to after-sales support. This dealer-centric approach is set to position New Holland as a leader in North America’s competitive compact construction market.

The implementation of digital retail tools will enable dealers to offer a more seamless and modern experience for customers, making it easier for them to explore, purchase, and service New Holland equipment. With these changes, Weisbaum and the team aim to enhance the customer journey, improve sales and service efficiency, and solidify New Holland’s reputation for reliability in the industry.

In the coming months, New Holland will continue to focus on making investments in infrastructure and technology, ensuring they remain a strong partner for their dealers and customers alike. With Weisbaum’s leadership, the company is confident it will not only maintain but also accelerate its growth trajectory in North America. For more information about New Holland Construction, visit New Holland Construction North America.

Originally reported by CNH News Room.