LASS Receives Two New Holland Awards at the Dealer Convention 2025 in Warsaw

Warsaw, Poland | New Holland Dealer Convention 2025 — 15–18 September 2025

LASS Industrial Investment Company represented Iraq at the New Holland Dealer Convention 2025 in Warsaw, Poland , held from 15 to 18 September 2025 under the theme “Empower the Legacy” . The convention brought together New Holland’s importer and dealer partners from across the Middle East, Africa and the CIS for four days of strategy sessions, product briefings and an awards gala.

LASS was called to the stage twice. The company received the Best Network Development & Sales Performer award, for the growth of its branch and showroom network and its sales performance across Iraq, and the MEA Best Parts Performance 2024 award, for the strongest genuine-parts performance in the Middle East and Africa region.

The two awards point in the same direction: a machine sold is a machine that has to be kept running. Alongside every new showroom, LASS has invested in parts depots, workshops and trained technicians, so that a New Holland tractor or harvester working in Iraq has genuine parts and qualified service within reach. The parts award in particular measures how well a market keeps its customers in the field — not simply how many units it sells.

Beyond the gala, the convention programme included a visit to New Holland’s combine harvester plant in Płock , one of the brand’s key European manufacturing sites, together with sessions on the brand’s direction for the coming season. Vincent De Lassagne, Vice President MEA, CIS, Caucasus & Pakistan at New Holland, described the convention as “a unique opportunity to reinforce our strong partnership with our Importers.”

For LASS, the recognition in Warsaw belongs to the farmers, contractors and cooperatives who chose New Holland in Iraq, and to the teams in Baghdad, Hillah and Erbil who keep that equipment working. It is also a commitment for the season ahead: more parts on the shelf, faster service response, and a network that stays close to the fields it serves.