Connect to Grow Stronger: LASS at the New Holland Dealer Convention 2024 in Istanbul

Istanbul, Türkiye | New Holland Dealer Convention 2024 — Connect to Grow Stronger

LASS Industrial Investment Company took part in the New Holland Dealer Convention 2024 in Istanbul, Türkiye , held under the theme “Connect to Grow Stronger” and hosted together with CNH Parts & Service . Dealers and importers from across the region met to review the year, align on standards and plan the seasons ahead.

The host told you what the week was about. Where a dealer convention often leads with new machines, this one was built around parts and service : availability and lead times, workshop capability, technician training, and the standard of support a customer should be able to expect from any New Holland dealer, in any market.

The LASS delegation joined working sessions with CNH Parts & Service specialists, comparing how different markets handle parts stocking, warranty and response times. For a market like Iraq — where machines work long hours in hard conditions and downtime in harvest season is measured in lost tonnes — that practical detail is worth more than any slide.

The programme also took the delegation to a CNH production and logistics site, where line after line of New Holland and Case IH tractors stood ready for dispatch — a reminder of the scale behind the brand LASS represents, and of the supply chain that has to reach from those gates all the way to a field in Iraq.

Between sessions, the convention made room for the part no presentation covers: time with the people on the other end of the emails. Conversations on the Bosphorus and over the evening dinners built the working relationships that LASS still draws on whenever an urgent part or a technical answer is needed for a customer in Iraq.

The theme of that week, “Connect to Grow Stronger,” turned out to be a fair description of what followed. A year later, at the 2025 convention in Warsaw, LASS was called to the stage to receive the MEA Best Parts Performance award — the same ground those Istanbul sessions had been about.