CNH Plans Premium Role for Steyr in Europe; Open to Implement Acquisitions

As part of its wide-ranging strategy to gain tractor market share in Europe, CNH Industrial aims to transform its obscure Steyr brand into a premium, high tech, high margin line that will appeal to dealers committed to retaining their independent implement franchises.

First indications of the plan were evident at the Agritechnica show last Fall when Steyr was the star of the multi-brand CNH stand with the futuristic Steyr Konzept tractor. The display highlighted technologies…

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