Case IH appoints Lloyd as dual-brand dealer in Carlisle and Penrith
6th January 2026
Case IH has confirmed a strategic expansion of its dealer network in the North of England, with Lloyd Ltd officially adding the brand to its operations at the Carlisle and Penrith depots.
By becoming a dual-branded dealer alongside New Holland, Lloyd Ltd will provide farmers across Cumbria with a comprehensive ‘one-stop’ solution for CNH’s agricultural machinery brands.
The company explained that this move ensures that Case IH customers in the region benefit from the extensive infrastructure, local expertise, and premium service for which Lloyd Ltd is renowned.
David Rapkins, CNH business director UK & ROI, said: “We are excited to see Lloyd Ltd represent both New Holland and Case IH at their Carlisle and Penrith depots. This dual-brand approach is a key part of our strategy to offer Cumbrian farmers greater choice and localised support.
“Lloyd Ltd has a proven track record of excellence, and by bringing the Case IH brand into these key hubs, we are ensuring our customers receive the highest level of technical expertise and parts availability. We look forward to a successful future and a strengthened long-term partnership with the Lloyd team.”
‘Meeting diverse needs of farmers in the region’
George Lloyd, managing director of Lloyd Ltd, added: “This is a real honour for Lloyd Ltd to be given the opportunity to be a dual-branded dealer for Case IH and New Holland. We have been part of the ‘blue side’ of CNH Industrial since we began as a Ford dealer back in 1964 so the addition of the ‘red side’ at two of our nine branches marks a significant milestone within the company’s history.”
“Integrating Case IH alongside New Holland at our Carlisle and Penrith depots is an important step in ensuring we meet the diverse needs of farmers in the region.
“We recognise the deep loyalty of Case IH customers across Cumbria and are looking forward to supporting them with a full suite of sales, service, and parts. This expansion reflects the strength of our partnership with CNH, and we are eager to begin working with Case IH’s customers throughout the region.”
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