Dubai: Ghassan Aboud Automotive, a subsidiary of Ghassan Aboud Holding, has signed a landmark distribution agreement with New Holland, a global leader in agricultural machinery and a brand of CNH. The agreement was formalized between Maher Aboud, Group CEO of Ghassan Aboud Holding, and Vincent De Lassagne, EMEA Region, AME and CIS General Manager at New Holland, during a signing ceremony held in Warsaw, Poland.

This partnership marks Ghassan Aboud Automotive’s first entry into the agricultural machinery distribution in Syria, reflecting to the company’s commitment to supporting the modernization of farming and strengthening food security. Through this agreement, Syrian farmers will have access to world-class tractors, harvesters, and agricultural equipment designed to meet the country’s evolving farming needs.

Maher Aboud, Group CEO of Ghassan Aboud Holding, said: “Agriculture has always been close to our roots and community, and it is a source of pride for us to play a role in reintroducing New Holland to Syria, a brand that is already well loved and trusted by generations of farmers. Through this partnership, Syrian farmers can now look forward not only to world-class machinery but also to the strong aftersales support and commitment that Ghassan Aboud Automotive brings to every customer relationship. Prior to 2009, the sector contributed up to 20% of Syria’s GDP and accounted for nearly 30% of national employment.”

The collaboration will leverage Ghassan Aboud Automotive’s strong local presence and distribution capabilities with New Holland’s globally recognized expertise in agricultural technology. Together, the companies aim to provide reliable, efficient, and accessible solutions that help Syrian farmers overcome challenges, maximize yields, and improve livelihoods.

Vincent De Lassagne, EMEA Region, AME and CIS General Manager at New Holland, commented: “We are proud to partner with Ghassan Aboud Automotive to introduce future-ready agricultural solutions in Syria. Our vision is to deliver sustainable and efficient machinery that empowers Syrian farmers, supports productivity, and contributes to the nation’s agricultural development and food security.” 

This agreement comes at a critical time as Syria seeks to rebuild vital economic sectors, with agriculture remaining central to resilience and recovery. By combining local expertise with trusted global technology, the collaboration between Ghassan Aboud Automotive and New Holland lays the groundwork for a more modern, productive, and sustainable farming sector.