CNH Industrial’s agricultural‑equipment arm, New Holland, opened a new headquarters and three branch locations in Santa Fe, New Mexico, on December 4, 2025. The move creates a regional hub that will deliver advanced digital tools and on‑site support to farmers across the Southwest, reinforcing the company’s Smart Dealer concept that blends satellite connectivity, AI‑driven field‑operations software and precision‑ag equipment upgrades.
The Smart Dealer model is designed to give dealers a real‑time intelligence center where machines can be monitored, failures predicted and software updated remotely. By integrating satellite connectivity and AI, New Holland can provide farmers with predictive maintenance alerts, data‑driven yield optimization and remote diagnostics, all of which reduce downtime and increase equipment uptime. The new headquarters will coordinate these services and serve as a training and support center for the three branch locations, ensuring consistent service quality across the region.
CNH Industrial’s recent financial results highlight the strategic importance of this expansion. In Q3 2025 the company reported a net income of $67 million and diluted EPS of $0.06, a sharp decline from $310 million and $0.24 EPS in Q3 2024, driven by weaker industry demand and channel destocking. The Agriculture segment’s adjusted EBIT margin fell to 5.7%–6.2% from 12.8% in Q4 2023, reflecting tariff headwinds and an unfavorable geographic mix. By investing in the Smart Dealer network, CNH seeks to counter these margin pressures with higher‑margin precision‑ag services and stronger dealer relationships that can drive future revenue growth.
CEO Gerrit Marx emphasized that the expansion aligns with CNH’s 2030 strategy to double the contribution of high‑margin precision technology sales. “The Santa Fe hub will accelerate technology adoption and deepen our customer relationships in a key growth market,” Marx said. He also noted that the company will keep production levels low to manage inventory and support the shift toward digital services, a move that should help stabilize margins over the next few quarters.
The new Smart Dealer sites are expected to improve operational efficiency for farmers by providing real‑time data and remote support, reducing downtime and increasing productivity. By embedding AI and satellite connectivity into the dealer network, New Holland can offer predictive maintenance and yield‑optimization tools that translate into higher farm profitability, reinforcing the company’s long‑term vision of a technology‑driven agriculture ecosystem.
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