Scott Wine’s comments in this Q&A reflect his time as CNH Industrial’s CEO, not the company’s current leadership. CNH announced that Gerrit Marx succeeded him effective July 1, 2024. The interview’s exact publication date is not visible in the page text; CNH said Wine became CEO effective January 4, 2021, and the interview describes him as nine months into the role and nearing his first anniversary. CNH’s succession announcement and appointment announcement establish those dates.
What were Scott Wine’s goals as CNH Industrial CEO?
Wine said he wanted to build on CNH Industrial’s legacy by delivering high-quality, innovative products and solutions, maintaining a safe working environment, and creating shareholder value. He described improving outcomes for customers as a central motivation: “What excites me is literally the opportunity to be better for our farmers and dealers.”
He also praised the company’s workforce, calling its people “tremendously hardworking, passionate, and dedicated,” while acknowledging feedback that CNH was too complex and not sufficiently aggressive or focused. Wine said he was listening to understand what employees believed needed to change.
What challenges and opportunities did he identify?
Organizational change and the Iveco separation
At the time of the interview, Wine described CNH’s planned separation of its on-highway business as an opportunity to make the company more efficient, agile, and customer-focused. That is a historical description of the plan; it should not be read as a current proposal. CNH later announced that Marx would succeed Wine in 2024. CNH’s 2024 announcement credits Wine’s tenure with positioning the company’s agriculture and construction businesses following the Iveco Group demerger.
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Raven and longer-term technology
Wine pointed to realizing Raven’s potential as a longer-term challenge, particularly its ability to deliver technology and autonomy solutions. CNH’s 2024 announcement says the company acquired Raven in 2021. In the interview, the emphasis was not technology for its own sake, but on turning it into practical tools for farmers.
Supply constraints
Wine described semiconductor shortages and a Bosch engine-control supply issue that he connected to COVID-related disruption in Malaysia. He called the supply situation unusually difficult at the time and said CNH was paying more for some inputs to deliver value to customers. These remarks describe conditions during the interview period; they do not establish current supply availability or costs.
How did Wine expect agriculture and farm machinery to change?
Wine’s outlook was that tillable acreage was unlikely to grow substantially, making higher productivity and yields important. He presented this as his view of the industry’s direction, not as a quantified forecast or the result of a cited market study.
He saw several ways machinery and technology could contribute:
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- Agronomy solutions to support decisions about crop production.
- Tractors and combines paired with precision technology.
- Autonomy that could help farmers carry out field work more effectively.
His examples focused on outcomes: straight planting, precise spraying, and a smooth, efficient harvest. He also expected farmers who had grown up using smartphones to want easier-to-use equipment and effective solutions inside tractor cabs. As he put it, “They’re going to want simplicity of use. They’re going to want effective solutions.”
What did Wine say he would ask farmers?
Asked what he would say over coffee with a farmer, Wine said he would start by asking for advice and invite farmers to be candid about the problems they needed CNH to solve. He summarized the aim this way: “Basically, I want feedback on how we can help a farmer be better.”
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What later company figures did CNH cite about Wine’s tenure?
In its May 2024 succession announcement, CNH reported three consecutive years of record revenue and EBIT margins during Wine’s tenure, more than doubled R&D expenditures, and more than $3 billion returned to shareholders through dividends and share buybacks by May 2024. These are figures reported by CNH, not independently verified in the interview. Read CNH’s announcement.
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