CNH Industrial opens Experience Center

Dealers, customers, and prospective customers can now kick the tires of CNH Industrial’s latest tractor models (as well as historic and future ones). The agricultural work-horses are displayed inside the company’s new 20,000 sq. ft. Racine Experience Center at the tractor assembly plant at 2701 Oakes Road in Mount Pleasant.

The Experience Center celebrates CNH’s “past, present, and future,” said Leandro Lecheta, COO for CNH Industrial – North America, at a ribbon cutting ceremony Wednesday morning.

The center also serves as a model for similar welcome centers, which CNH hopes to open at each North American facility, he said.

The facility features a CNH brand souvenir shop immediately inside the door, an exhibit of past, present, and future (autonomous) tractors, and a multi-media meeting space with seating for 150. It also serves as a starting point for plant tours. The oldest pieces in the collection are a 1913 75 hp Case Traction Steam Engine and a four-cylinder 1913 Case Model N Touring Car. The newest is the prototype “Autonomous Concept Vehicle” tractor. A timeline on one wall traces company history.

“Increasing and maintaining customer loyalty” is the goal of the facility, according to a press release from the company. Tours are by appointment only and can be scheduled by calling 262-636-7273 or emailing caseihrec@caseih.com to schedule a tour.

Photos from CNH Industrial Experience Center ribbon cutting