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Allen Rider to Lead New Holland's North American Sales Operations

7 December 1998

Allen Rider to Lead New Holland's North American Sales Operations

    AMSTERDAM, The Netherlands, Dec. 7 -- New Holland N.V.
today announced that Allen R. Rider, 55, will assume the duties of
Vice President, North American Commercial Operations, effective January 1,
1999.  He succeeds R. Mac Reeves, who has elected to retire after 32 years
with the Company.  Rider will maintain his position as President, New Holland
North America.
    "Since the formation of New Holland in 1991, Allen Rider has played a key
role in the integration of our manufacturing and engineering operations into a
single global organization," Umberto Quadrino, New Holland's Chief Executive
Officer stated.  "He is well regarded throughout the industry for his
creativity, his ability to bring people together, and his broad-based
understanding of the business."
    After earning his doctorate in Agricultural Engineering from the
University of Illinois in 1972, Allen Rider joined the faculty of Oklahoma
State University in 1978.  Rider left his position as Associate Professor of
Engineering at the University of Nebraska to join predecessor company Sperry
New Holland's research and development group.  In 1987 he became Vice
President, Product Engineering, responsible for all engineering activities
worldwide.  In 1992, Rider was named Vice President, Operations for
New Holland North America.  Most recently, he held the dual positions of
President, New Holland North America and Vice President, Haytools Global
Product Line.  Active across a wide range of professional and industry
associations, Allen Rider has served as President of the American Society of
Agricultural Engineers, and is currently a member of the Executive Committee
of the Equipment Manufacturers Institute.
    R. Mac Reeves has announced his intention to retire at the end of 1998
following 32 years with New Holland and its predecessor companies.  During his
distinguished career, Reeves held a variety of management positions in
North American sales, marketing, and product development.  He was appointed
Vice President, North American Commercial Operations in 1995.

    New Holland is a world leader in the design and manufacture of a full line
of agricultural and construction equipment, and offers a rapidly expanding
line of financial services in many of its markets.  The Company and its joint
venture partners operate through a global network of over 6,000 dealers and
distributors.  Consolidated net revenues exceeded $6 billion in 1997.