It was in 2012 that Abe Hughes II, vice president, North America, New Holland , outlined the company strategy to rejuvenate its cash crop business. And they're not messing around.
In its third year of the re-investment in the company - which has seen increased profitability over that time - New Holland makes its boldest statement yet for the cash crop market. In a kind of "back to the future" move, New Holland has brought back the Genesis name to a tractor model. The Genesis T8 is the largest fixed frame tractor the company offers, and will top out with the T8.420 with a peak horsepower rating of 419 hp, and a 367 hp rating.
The original Genesis 70 series tractor launched in 1993 for the 1994 season was a ground breaker with its styled hood, easy access maintenance, enhanced cab ergonomics and the first use of the Super Steer axle. And that's just a short list of the features that machine offered to the market. The tractor, sold for 6 years, put 22,167 machines into the market and boosted New Holland market share from 4% to over 11% -for that tractor segment - in just six years.
Even today, the original Genesis has a solid resale value. At an event made available only to Penton/Farm Progress - Farm Industry News learned from dealer Cory Forrester, Forrester Farm Equipment, Chambersburg, Penn. - that there are Genesis machines on dealer lots commanding $75,000 or more today. That's nearly 3/4 of its original list price value.
For 2014, the Genesis returns in that T8 form and along with that venerable brand name comes a host of new features.
This latest statement by New Holland, on the heels of the T9 launch in 2012 , shows that the company is serious about the Cash Grain sector of the market. Abe Hughes, vice president, North America, notes that today New Holland is divided into three segments. "First there is the cash grain segment where New Holland is committed to products to meet this market need," he says. "We support ethanol and have partnered with Growth Energy to help promote a product that brings jobs and promotes a steady income for farmers. Our second most important segment is the dairy and livestock segment. New Holland was built on hay and forage."
And Hughes explains the third segment is the Pro Work Tools which Hughes says is a fancy name for the construction equipment that has come back to the New Holland name, along with the compact tractor segment.
This three segment approach allows the company to manage the marketing strategy for these often unique markets. Hughes notes that the dealer organization, which he says will remain the family based business that has shown success with the company, will get access to specific market segments. The dealer strategy differs from competitors in that Hughes sees value in a smaller family-owned dealership segment where two, three or four stores will be enough to serve specific market areas.
Check out the gallery to learn more about the new features of the Genesis T8 and dig in a little deeper into the company's future strategy.
The Pennsylvania dealer Forrester did share an interesting story about the new machine. He'd been given a sneak preview of the T8 and when he was home showed it to his 12-year-old son. First response from the son: "We have to get one of these."
Forrester- who also farms - explained that the new tractor would cost as much as a new house. And the son's reply: "[A house] would not be near as cool would it?"
Retail pricing for the new Genesis T8 with its enhanced features has not been officially announced. You can learn all about the new machine at a special website genesis.newholland.com .
All photos taken by John Vogel, editor, American Agriculturist.
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1. A familiar name returns
New Holland is bringing back the Genesis name for the T8 starting in 2014. Ironically, the original Genesis - the 70 series - never had the actual name on the tractor, but as Gary Wojcik, market segment lead, New Holland, explains: "Even without the name on the tractor the machines became known as Genesis. That's how powerful the name was." </p>
The new machine features an advanced AutoCommand continuously variable transmission, the longest wheelbase in its class - at 140 inches - and retains key features that were a hallmark of the original machine. In its new iteration, the Genesis brings enhanced cab and operator features to the market as well.
2. Still tight turns
While the new T8 doesn't have the original Super Steer axle, this model with its 140-inch wheelbase and far forward axle design keeps turning tight. Note the cut-outs in the front to allow wheels to turn. The design actually has the axle ahead of the cooling house, providing for the tight turn. </p>
The longer wheelbase not only allows for tighter turns, but provides added stability for the tractor in operation. It's an aggressive design that should yield enhanced performance in the field.
3. Easy engine access
The original Genesis was the first with a tilt up hood providing easier engine access. Today that's pretty common and the new T8 doesn't skimp on maintenance access. Each of those cooling system components can also be swung out for easy cleaning and debris removal.</p>
All fluid fills and checks are at ground level too. And that hood opens over a Cursor engine from Fiat Powertrain designed to meet emission standards using only selective catalytic reduction with do diesel particulate filter. Peak horsepower is 419 for the new T8.420 - that's the max torque rise for the machine.
4. Keeping it clean
Nathan Graham, T8 specialist, demonstrates how easy it is to open elements of the cooling system for easy cleaning. Each unit hinges out so a user can blow out debris and keep the machine running cooler and more efficiently even in high dust and dirt conditions.
5. At your fingertips
Operating the new Genesis T8 is pretty simple and key controls are all on the main control. The operator can select up to three operating speeds - for example two working speeds and a road speed. You can select those by pressing the plus or minus buttons to the left of the operator's thumb. That thumbwheel to the far left allows the operator to vary the speed incrementally.</p>
As Gary Wojcik, market segment lead, notes: "It's so simple I don't like to say the user can program the system. That sounds complicated. This is a very easy tractor to drive."</p>
That control does engage the AutoCommand CVT, which goes from as low as 64 feet per hour to 31 miles per hour. At three critical operating points the transmission hits mechanical operation points to put the greatest power to the ground. A fourth mechanical point is at transport speed. Essentially this is a powershift transmission mated to a hydrostat to provide the continuously variable operation.
6. Total control
That monster joystick may be a great operational tool, but you need to keep track of what's going on. The new Intelliview II system does just that. And this monitor can be linked to other systems helping reduce screen proliferation in the cab.</p>
The touch-screen system gives you access to a range of information from tractor operation to guidance and more. It's a larger screen too that's easy to read.
7. Sidewinder at work
The original Genesis tractor had a range of innovations, including key ergonomic features like the Sidewinder console. That feature, which allows the operator to slide the console forward and back to maintain optimum operating position remains with the Sidewinder II. If you need to pull the console back so you can turn to watch implement operation more easily, no problem a rocker switch you can just see at the lower left side of the console makes moving back and forth easy.
8. Heavy duty design
While it's hard to show, the T8.420 has some beefed up features not found on other machines. The new rear axle is a 5-in. design which matches the extra hauling needs. The longer wheelbase, due in part to the new CVT and a need to make room for bigger group 49 tires, which more farmers are demanding.</p>
Even in narrow-road Pennsylvania, this machine will have a place. Mounted with wide singles, the machine will be popular for hauling manure. Terry Greenleaf, Ag-Industrial Inc., notes that haulers like the AutoCommand CVT transmission in the T7 and are looking for a machine that can haul a bigger load. The T8 can haul more and move more efficiently with that greater load - and that's a need those haulers have wanted filled.
9. Celebrating a legacy
For the 2014 model year, the new Genesis T8 machines will carry an extra badge celebrating the 20th anniversary year of the tractor. This is a legacy that New Holland wants to celebrate, and remind customers of the long history of the company and the innovations brought to market. It's that heritage that Abe Hughes, vice president, North America, says is important for the company to promote.
10. Moving to market
On hand for the Genesis T8 preview, this team is involved in the marketing and promotion of the product. Above is Abe Hughes, vice president, North America, New Holland and a driving force in executing a new business strategy for the company. In the front, from left - Gary Wojcik, market segment lead, high horsepower tractors and precision land management; Terry Greenleaf, Ag-Industrial, Inc., a dealer; Cory Forrester, Forrester Farm Equipment, a dealer; Mark Hooper, director of marketing, New Holland; and Paul Canavan, brand marketing manager.
11. History of innovation
The legacy Genesis tractor on the left broke a lot of ground for the tractor industry with a host of new features. The new Genesis T8 comes to market in the fourth quarter of 2013 offering a wide range of new features including hallmark maneuverability, a next-generation AutoCommand CVT transmission and plenty more. And in 2014 the final Tier 4 machine will come to market - look for that in April. There's even talk of other enhancements for the Genesis T8 line. Stay tuned.