Racine, Wisconsin - Case IH., an agricultural machinery manufacturer, has announced a strategic strengthening of its dealer network in the North of England with the appointment of Lloyd Ltd as a dual-brand dealer in Cumbria. Effective from 1 January 2026, Lloyd Ltd will add the Case IH brand to its Carlisle and Penrith depots, operating alongside New Holland.
The move is designed to enhance customer access and support for Case IH machinery across the region. By becoming a dual-brand dealer, Lloyd Ltd will offer farmers a comprehensive, single-point solution for CNH’s agricultural equipment portfolio, supported by the company’s established infrastructure, experienced personnel, and strong local presence.
Mr. David Rapkins, CNH Business Director UK & ROI, said, “We are delighted to see Lloyd Ltd represent both New Holland and Case IH at their Carlisle and Penrith depots. Lloyd Ltd has a proven reputation for excellence, and introducing the Case IH brand at these locations will ensure customers benefit from high levels of technical expertise and parts availability. We look forward to developing a strong and successful long-term partnership.”
Mr. George Lloyd, Managing Director of Lloyd Ltd, said, “Adding Case IH alongside New Holland at our Carlisle and Penrith depots allows us to better serve the diverse requirements of farmers in the region. Case IH has a loyal customer base across Cumbria, and we are committed to supporting them with a full range of sales, service, and parts. This appointment reflects the strength of our relationship with CNH, and we are excited to begin supporting Case IH customers locally.”
The appointment reinforces Case IH’s commitment to providing strong regional coverage and high-quality aftersales support for farmers throughout Cumbria and the wider North of England.
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