A strong asset for the development of the brand in Europe

Peter Friis joined the company in 1984 in Copenhagen and counts over 30 years of experience within CNH Industrial. He covered positions in Marketing and Commercial Departments in the UK & ROI, Denmark and Nordics and Baltics, before being appointed as Head of Commercial Marketing and Network Development for Case IH and STEYR Europe in 2017. 

“I am really excited to take on this new challenge. Being part of the STEYR team with a full dedication to the brand will enable us to unfold the potential of STEYR, ensuring a steady growth in the years to come. This role is also an opportunity to work closer with our existing and new business partners and ensure premium service and support to our customers.” says Peter Friis.

“Peter has held positions of increasing responsibility in our organisation, across various markets and at European level. He brings significant experience in Sales, Marketing and Network Development and has steered the STEYR project in the last years. I am convinced that his background and leadership will help growing STEYR in Europe.” adds Thierry Panadero. 

STEYR within the Transform 2 Win strategy

CNH Industrial Board confirms its continued strong support for the Group's “Transform 2 Win” strategy, which was presented at the Capital Markets Day in New York, in September 2019. Under the “Transform 2 Win” strategy, CNH Industrial has developed a solid agricultural segment plan, devised by Derek Neilson, Head of Agricultural Segment.  

“We will strengthen STEYR's position as a premium European brand – leveraging its long-standing passion for quality and reliability” says Derek Neilson.

High quality products, cutting-edge features and new technologies aiming at improving the operating experience, are some of the key selling points driving STEYR towards a successful expansion in Europe.